RECREATIONAL ENTREPRENEURSHIP AS A FACTOR IN THE DEVELOPMENT OF NATURAL PROTECTED AREAS

The article analyzes the concept of "recreational activity", it is determined that it does not fully meet the requirements of modernity, since to a certain extent in the conditions of globalization of society and the emergence of emotional and psychological tensions, recreational activity should be understood not only as the creation of conditions for recreation or physical recovery, but also as measures for the rehabilitation of psychological injuries and conditions. It is proved that activities in the field of recreation today can take place outside the boundaries of recreational zones and be associated with simple rest in an ordinary natural environment that does not belong to recreational zones, and therefore environmental protection activities should extend not only to recreational or protected areas, but also to the natural environment and recreational areas of public use. Models of recreational entrepreneurship in natureprotected areas of Ukraine have been formed, which are key tools for ensuring sustainable development, preserving biodiversity and increasing the economic efficiency of these territories. It was determined that the decision to use and implement a particular model primarily depends on the financial and economic component of the possibility of obtaining entrepreneurial profit in accordance with the specifics of the recreational area, its resource capabilities and business development prospects. It was established that the development of entrepreneurship in recreational areas is not only a source of financial resources, but also acts as one of the directions for the development of infrastructure projects, such as the construction of roads, water supply, sewage networks, lighting, recreation areas, tourist routes, etc. It follows that one of the root causes of the slow development of recreational entrepreneurship in nature conservation areas is the financial component, which requires significant capital and investment. The development of entrepreneurship in recreational areas is inextricably linked to many external factors unrelated to the process of organizing business itself, in particular, this concerns the level of income of the population, the cost of services, the economic situation in the country and the world, competition in the market and other factors of uncertainty, and therefore it is extremely important to determine the prospects for the profitability of entrepreneurship in the recreational sector.