FACTORS INFLUENCING THE FORMATION AND DEVELOPMENT OF HUMAN POTENTIAL IN RURAL AREAS

The article is devoted to the study of factors that determine the formation and development of human capital in rural areas. It is noted that rural areas inhabit a third of the country's population and perform key socio-economic and demographic-reproductive functions. In addition, they preserve cultural, historical and ethnographic traditions, which are the basis of the genetic fund of the Ukrainian people. The article examines the processes of formation and use of human potential in rural areas, focusing on the factors affecting its components. Two groups of factors are identified - organizational and social. The role of infrastructure in creating favorable conditions for life and improving the quality of life in the countryside, its impact on the development of the local economy and sustainable development is studied. The importance of personal motivation and investment in self-development as a key factor in the development of human potential in rural areas is highlighted separately. Personal motivation is defined as a key stimulus for initiative, entrepreneurship development and innovation. The importance of individual motivation is highlighted in the context of creating jobs, increasing community income and improving the quality of life. People with personal motivation also actively participate in training programs and professional development, contributing to the development of human potential. The need for a new look at optimizing the process of human potential formation, as well as taking into account the influence of modern technologies and socio-cultural changes, is substantiated. The importance of expanded opportunities for optim