GREEN TOURISM CONSULTING ACTIVITIES: A MICROECONOMIC ASPECT

Abstract

Abstract. Introduction. The current stage of development of the domestic economic model is characterized by the increasing importance of small forms of economic activity as a factor of certain stabilization in the conditions of socio-economic crisis. Under these conditions, research into the directions of development of the regional economy, domestic markets of goods and services, stimulating the growth of domestic demand for these products become especially relevant. Given these circumstances, in our opinion, it is extremely important to study the directions of ensuring the effective functioning of small forms of economic activity in the system of rural territories, one of which is green tourism. The issues of increasing the level of information support for the subjects of green tourism have been proved. One of these areas is the intensification of consulting activities in order to meet the information needs of the representatives of this sector.
The purpose of this article is to investigate the peculiarities of consulting activities in the field of green tourism, taking into account the microeconomic features of the functioning of these entities.
Results. The results of the study proved the necessity of scientific approaches to determining the directions of consulting activity in the field of green tourism. It is noted that the positioning of personal peasant farms or farms as subjects of tourism has both positive and negative sides. Positive aspects include (if successful implementation of appropriate measures) the possibility of diversification of rural economic activity, improvement of the general socio-economic situation in the system of rural territories, suspension of depopulation processes, etc. At the same time, there are problems caused by the unwillingness of the vast majority of farmers to dramatically change the vector of speciali-zation, as well as the fact that the vast majority of personal peasant farms operate on a consumer basis. The main factors of influence on the nature of consulting activity in the field of green tourism are defined in the article.
Conclusions. The features of organization of consulting activity in the field of green tourism are considered in the article. The importance of this area of tourism business for providing socio-economic development at the national and regional levels has been proved. The role of consulting activity as an important component of competitive functioning of tourist sites in rural areas, whose resource base is a family form of business, is substantiated. The main problems of realization of the system of consulting services in the field of green tourism are highlighted. The necessity of formation of the personnel support system for development of tourism activity on the basis of small forms of rural entrepreneurship has been proved. The main directions of consulting in the field of green tourism are formulated, as well as their goals and ways of achievement.