Диверсифікація аграрного сектору туристичним підприємництвом в умовах діджиталізації

Abstract

В статті розглянуто один з видів диверсифікації аграрного виробництва – туристичне підприємництво. Проаналізовано основні Європейські моделі розвитку аграрного підприємництва та можливість їх залучення в українських реаліях. Основою просування аграрного туризму визначено інструменти діджиталізації.

The article gives a definition of agricultural tourism as one of the ways to increase the income of small farms and improve rural infrastructure. The main terms of the Law of Ukraine "On Rural Agrarian Tourism" are given, namely, rural agricultural tourism, agritourism activities, agrotouristic services, a rural estate, subjects of agro-tourism activities. It has been established that the agricultural sector needs to be diversified with agricultural tourism. This is especially necessary for small agricultural enterprises, which are most likely to suffer from agricultural and other types of risks. A characteristic feature of most models of agricultural tourism is the absence of the need for significant financial costs. The characteristic features of the main European models of the development of agricultural tourism are analyzed: German, British, French, Polish, Italian and Czech. In Europe, agrarian tourism provides 10 to 20 percent of the total income of the entire tourism business. In Ukraine, agricultural tourism has not yet been developed to such a scale. Any of the above models for the development of agricultural tourism in Ukraine can be applied. Now in Ukraine there are three types of rural tourism: “green tourism”, rural recreation and ecotourism. For the development of agricultural tourism, Ukrainian farmers need to use the possibilities of digitalization, which is the main global trend in tourism development. Communication with potential clients must be digitalized. To do this, at the initial stage, farmers need to use the services of tour operators' websites, and subsequently create their own informative websites with a convenient interface and streamlined operational feedback.