Abstract:

The research is aimed at providing grounding of diversifying the activities of Ukrainian agrarian enterprises in the area of rendering rural green tourism services. The article analyzes the development models of rural green tourism services on the basis of agrarian enterprises and identifies the factors of the external agro-tourism environment, on which the formation and increase of tourist flows of the subjects of agrarian business depends. According to the results of a sociological survey of managers of agrarian enterprises providing rural green tourism in the Kherson region, as well as a survey of potential consumers of these services, organizational, economic, regulatory, and infrastructure factors in the development direction of the tourism segment of the Ukrainian agrarian enterprises activity are systematized.