ASSESSMENT OF PROSPECTS DEVELOPMENT OF TOURIST BUSINESS NEW DIRECTIONS IN THE REALITY OF A PANDEMIC

The article presents the results of a study of the prospects for the development of rural tourism in the Sumy region as one of the current areas of tourism business. The purpose of the study is to determine the chances of Sumy region to provide rural tourism services; study of the target audience of households receiving tourists in rural areas; determining the motives of potential customers that prompted them to choose a place of rest; finding out exactly what services tourists would like to receive during their stay in the estates. The main method of obtaining data and knowledge is to survey the target audience using questionnaires. It is determined that the development of rural tourism can be a factor in creating a positive image of rural areas and attract more investment. Rural areas have a rich cultural and natural heritage around the world. Thus, its diversity can be a huge asset for those who want to develop in rural tourism. We analyzed the attitude of respondents to this type of tourist services and identified the directions of their development in Sumy region. The survey of respondents was conducted to study their attitude to such types of tourism as route-cognitive; sanatorium and health; ethnographic; sports; ecological. It is determined with whom respondents most often go on vacation; what consumers, first of all, pay attention to when choosing a vacation; whether there were respondents in Sumy region (if so, how often). The study analyzed which services from the household customers would like to receive during a holiday in the village. Among such services are accommodation; food; excursions to various protected areas of Sumy region, to music and art festivals; horseback riding; bicycle and boat rental; fishing; hunting; collection of berries, mushrooms, herbs; farming; cattle care; folk crafts, etc. The obtained results can be used for the development of municipal and state programs related to the infrastructure of tourist services in rural areas.