Annotation

Rural tourism and agritourism is the promising types of tourist activity in the service field in rural areas, which increase the social and economic level and well-being of the population. Entrepreneurial activity in the countryside expands the sphere of employment for population, increases investment attractiveness and contributes to improvement of the infrastructure of rural areas. The trends and prospects for development of rural tourism and agritourism in the Lviv region are analyzed.

It was found that economic, social, political, demographic and other factors affect the development of rural tourism and agritourism. The military aggression of the Russian Federation against Ukraine and the COVID-19 pandemic have a significant impact on agritourism development. The trends and prospects for the development of agritourism during the COVID-19 pandemic and in the conditions of Russia's military aggression are considered. Attention is drawn to the fact that during the pandemic, domestic tourism was significantly developing in Lviv region and throughout Ukraine. In addition, rural tourism and agrotourism are very popular among domestic tourists, as a significant number of citizens from various fields have switched to the remote mode of work and study for a long time with trips to rural areas, renting houses, cottages, and separate rooms in personal peasant farms.

Formation and implementation of high-quality products and services in the field of rural tourism and agrotourism involve providing a favorable environment and improving the quality of functioning of agricultural estates. The development of rural tourism and agritourism depends on the wishes and requests of tourists, which shape a demand in this area, which in turn creates an offer on the market of tourist services and further development of business activities. The issues of using the tourist and recreational potential of rural areas and determining the factors influencing development of the tourist activities in rural areas remain relevant. There is also a need to develop new scientific approaches to creation of a business environment and an effective organizational and economic mechanism for the rural tourism and agritourism development in Ukraine.