IMPROVING THE DEVELOPMENT OF AGROTOURISM

Agrotourism is an important type of tourism, a complex of activities of great importance in large socio-economic, ecological and a number of other aspects. The development of agriculture is an important condition not only for food security, but also for economic security and sustainable development of each country. The dynamic and sustainable development of this sector is directly related to the measures taken to ensure the socio-economic development of rural areas and support balanced regional development. The level and structure of employment play a decisive role in raising the standard of living of the rural population. As shown by advanced practice, the promotion of business activity in non-agricultural areas in rural areas can act as a driving factor not only in the sustainable development of these areas, but also in the development of the agricultural sector. In the described context, agrotourism has a unique and quite serious potential. This potential also deserves special attention in terms of diversification of business activity, as it expands the limited opportunities characteristic of rural areas. In this regard, we consider it appropriate to agree with the following position, which is widespread in Western economic and tourism literature. “Tourism, especially rural tourism, is an important tool and resource for the development of rural areas. Rural tourism provides development opportunities for small farms that cannot compete in the conditions of globalization of markets” [12, p. 5]. Although a broader approach to rural tourism, in other words, in terms of the general area of activity, is favorable in some cases from a macroeconomic point of view, the promotion of tourism activities, especially in terms of financial incentives, requires special details and clarifications. Let us say that the following approach, although an attempt to put an end to terminological discussions, provides practical advantages in statistical and other aspects of accounting. “Rural tourism is a concept that encompasses all tourist activities developed in a rural environment.”