FORMATION OF STRATEGIC PRIORITIES FOR ENTREPRENEURSHIP DEVELOPMENT IN RURAL GREEN TOURISM IN THE CONTEXT OF UKRAINE'S POST-WAR RECOVERY

Abstract

The purpose of this study is to substantiate the theoretical and methodological foundations for the formation of strategic priorities for entrepreneurship development in rural green tourism in the context of Ukraine's post-war recovery and to develop an author's approach to defining a system of strategic priorities and mechanisms for their implementation. The relevance of the study is determined by the need to rethink traditional approaches to the strategic management of entrepreneurship development under the conditions of war consequences, economic transformation, digitalization, European integration, and changes in the structure of tourism demand. Under these conditions, rural green tourism is considered an important instrument for diversifying rural economies, increasing employment, ensuring the efficient use of local resource potential, preserving natural and historical-cultural heritage, and promoting the sustainable development of territorial communities.

The methodological framework of the study is based on systemic, integrated, and interdisciplinary approaches. To achieve the research objective, the methods of scientific generalization, analysis and synthesis, systematization, structural and logical modeling, comparative analysis, graphical visualization, and scientific abstraction were employed, enabling a comprehensive examination of the prerequisites for the formation of strategic priorities for entrepreneurship development in rural green tourism.

The study systematizes the economic, social, institutional, technological, environmental, innovative, and security-related factors determining the formation of strategic priorities for entrepreneurship development in rural green tourism within the context of Ukraine's post-war recovery. An author's conceptual approach to the formation of strategic priorities is substantiated, integrating the principles of sustainable development, smart specialization, digital transformation, value-oriented entrepreneurship, and regenerative entrepreneurship. An original system of strategic priorities and a mechanism for their implementation have been developed to enhance the competitiveness of business entities, foster innovation, promote the digitalization of business processes, stimulate investment activity, strengthen partnership cooperation, develop human capital, and ensure the sustainable development of rural areas. The scientific novelty of the study lies in the development of an integrated system of strategic priorities for entrepreneurship development in rural green tourism, which, unlike existing approaches, comprehensively combines contemporary strategic management concepts, the challenges of post-war recovery, and practical implementation mechanisms.

The study demonstrates that the effective formation and implementation of strategic priorities for entrepreneurship development in rural green tourism constitute a necessary prerequisite for enhancing the competitiveness of entrepreneurial entities, ensuring the rational use of rural resource potential, stimulating local economic development, and strengthening the financial capacity of territorial communities. The proposed author's approach can serve as a scientific and methodological basis for developing national and regional policies aimed at promoting entrepreneurship in rural green tourism within the framework of Ukraine's post-war recovery.