I. Ksonzhyk, O. Petrova. Globalization challenges and competitiveness of the enterprise’s personnel

UDC 330.567.28(477):338.23:361


Ksonzhyk I., Petrova O.


The article analyzes the problems and prospects for the development of rural green tourism enterprises as one of the main directions of economic development and growth in the welfare of rural areas. The world and domestic experience in the development of rural green tourism and its information base have been analyzed. The distribution of places of rest for tourists-citizens of the European Union, depending on the tourist area, has been investigated.

It has been established that the concept of “rural green tourism” is a multifunctional, complex and systemic phenomenon that is actively developing in the economic life of the agricultural territories of Ukraine and contributes to their economic and social development. The current state has been considered and the specificity of the activities of rural green tourism enterprises in Ukraine has been determined.

It has been found that certain stereotypes, in particular about the unequipped rural housing, lack of services, and low level of service personnel, hinder the creation of positive associations among tourists about recreation in the Ukrainian countryside. The principles that need to be guided in the formation of a quality management system in a rural green tourism estate have been determined.

The influence of information support for the development of the tourism system of rural green tourism enterprises has been considered. The problems of practical application of information support by business entities engaged in the sector of tourism have been established. The essence and necessity of large-scale information support of the rural green tourism industry has been substantiated and its features have been investigated. It has been established that a significant information, advertising and communicative role is played by the updated website of the Union of Rural Green Tourism of Ukraine, which presents the program of categorization of services “Ukrainian hospitable manor”, modernized for European requirements, which contains a list of benefits that a tourist receives while resting in categorized houses. The measures have been systematized, allowing to form a reliable own marketing strategy in the global network, which meets the generally accepted world requirements for tourism entities engaged in the rural green tourism sector. The analysis of information technologies used today in the field of information support for the sector of rural green tourism has been carried out.

The impact of the global COVID-19 pandemic on the development of the tourism industry in Ukraine has been considered. It was found that Ukrainian rural green tourism enterprises did not receive a quick systemic response and protection from the government in the form of introducing possible measures to support the tourism industry, when compared with the average response and types of measures introduced by the governments of neighboring countries and EU member states. Conceptual proposals for the further development of information support for rural green tourism enterprises under conditions of adaptive quarantine have been identified.

 Key words: rural green tourism, enterprises, development of rural areas, information technology, region, information support.


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