RURAL (GREEN) TOURISM AS AN INNOVATIVE FORM OF ENTREPRENEURIAL ACTIVITY IN CHERKASY REGION: MARKETING ASPECT

The article analyzes the conditions for establishing and implementing activities in the field of rural (green) tourism at the regional level. The concept of «rural (green) tourism» has been investigated and the author's own definition of «rural (green) tourism» has been proposed. It is stated that running a tourism business in rural areas is a socially significant type of entrepreneurial activity that contributes to the sustainable development of rural areas: infrastructure development, improvement of the quality of life, increase of local population's income, creation of jobs, support and preservation of traditions and culture, environmental protection. During the investigation, it was found that entrepreneurial activity in the field of rural (green) tourism is an important area of territorial development of Ukraine and an alternative type of economic activity in rural areas. The analysis of the conditions for the development of rural (green) tourism at the micro and macro levels has made it possible to state the fact of the dynamic development of this type of tourism activity. After conducting a territorial analysis of the development of rural (green) tourism in Ukraine, there have been identified the regions (oblasts) where this type of tourism activity has become particularly prevalent. It is mentioned that rural (green) tourism can act as an innovative form of entrepreneurial activity in rural areas, which can be a solution to many problems for the rural population. The results of the marketing analysis regarding the specifiсity of doing business in the field of rural (green) tourism in Cherkasy region made it possible to identify the strengths and weaknesses of the tourism business environment and to outline the advantages and disadvantages of the territory. The factors of development of rural (green) tourism in Cherkasy region are defined and considered. It is summarized that Cherkasy region possesses a significant natural and material resource for the development of rural (green) tourism. Nevertheless, there are complex problems that impede the development of a given type of tourism. The awareness of existing problems, reduction of problematic aspects and strengthening of competitive advantages will allow the development of rural (green) tourism in the region.