EUROPEAN PRACTICES OF RURAL GREEN TOURISM: CHALLENGES AND PROSPECTS

Abstract

The relevance of researching rural green tourism in Europe is an important field that offers tourists the opportunity to enjoy nature and the countryside, interact with locals and participate in authentic rural life. Implementing environmentally sustainable green tourism practices will help conserve natural resources and reduce the environmental impact of tourism. Encouraging the development of local entrepreneurship and crafts can contribute to preserving the authenticity and economic development of rural areas. Rural green tourism can become a forum for cultural exchange between tourists and local people, promoting mutual understanding. A balanced approach that takes into account infrastructure needs, environmental sustainability, cultural aspects and the participation of local communities is key to the successful development of rural green tourism in Europe. The purpose of the study is to consider the theoretical and practical aspects of European practices of rural green tourism in the context of challenges, to analyse the prospects and opportunities for the development of rural green tourism. The research methodology of the topic includes the systemic method, which recognises the importance of studying the rural green tourism system in Europe, considering its elements and their interaction. The structural method aims at revealing the structure of the object, identifying the key elements and the relationships between them. Results. The article presents directions for the development of rural green tourism, proving that it has significant potential for promoting the development of rural areas and stimulating the economy. This issue is of practical importance, as the growing popularity of rural green tourism creates a demand for hotel, restaurant, excursion and other entertainment services, which can lead to the creation of new jobs, regional economic development and the preservation of cultural and traditional aspects of rural communities. Increased tourism potential can encourage local governments and businesses to invest in infrastructure such as hotels, restaurants, transport and entertainment facilities, and attracting tourists to natural areas encourages more environmentally conscious behaviour and the conservation of natural resources. It was concluded that the development of rural tourism is an effective tool for attracting tourists and creating a positive image of regions. The research on rural green tourism in Europe not only contributes to the development of the tourism industry, but also has an important impact on the socio-economic development and the preservation of the natural and cultural heritage of the regions.