IMPROVING THE METHODOLOGY FOR ASSESSING POTENTIALS OF AGRO-TOURISM IN REGIONS

Tourism, as a rapidly developing and highly profitable sector of the economy, plays an important role in the development of regions, and is a source of income at the local and regional levels. Assessment of the agro-tourism potential, which forms the grounds for tourism business in regions, determines characteristics and composition of the regional agro-tourism product, shapes new tourist destinations, and priority areas of investment policy in rural areas. This article summarizes methods for assessing the agro-tourism potential in rural areas, based on the need for comprehensive assessment. The concept of «tourist potential», factors influencing its forming and evaluation parameters have also been studied. Advantages of agro-tourism from the point of view of social perception have been highlighted. The stages of assessing the tourist and recreational potential and agro-tourism attractiveness of a region have been presented. The methodology for comprehensive assessment of the development of agro-tourism in administrative districts has been studied based on a classification of indicators that reflect the level of agro-tourism potential according to the Sturges criterion, with an account of specifics and competitive traits of regions. The use of generalized methods enables unbiased assessment of the potential of agro-tourism, taking into account specific features of each region.

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