Recreation potential of agro-tourism

The article examines the essence of recreational potential, in particular in the context of agrotourism, taking into account the needs of vacationers and the proposed agrotourism product. The concept and meaning of recreation, as a way of meeting the relevant needs of a person and improving the quality of his life, the differences between the categories of "tourism" and "recreation", as well as the forms and functions of recreation that are implemented or possible to be implemented in rural tourism and agrotourism are considered. The essence and features of the formation of the recreational potential of agritourism are highlighted, taking into account the macro conditions in the country, primarily safety, and the tourist and recreational potential of the destination. The complex and multifaceted nature of the recreational potential is noted, it is claimed that the components of the potential are resources, competences and tools that determine potential opportunities, but the possibilities of its implementation depend on the conditions, productivity and efficiency of the economic entity. Attention is drawn to the fact that the recreational potential of agritourism is determined by the product offered by its subjects, in particular by their quality, and by the capacity of the market that they are able to satisfy. The role of providers of agro-tourism services in the formation of recreational potential in accordance with the needs, requirements and preferences of customers is considered, in particular, the need to expand the range of recreational services, in particular sports, to specialize their activities and to personalize the recreational offer. The tourist and recreational potential of rural areas, which is determined by natural features, traditions and ecological cleanliness, has been studied. In the context of agritourism, agricultural recreation is considered, including participation in agricultural work, life activities of the peasant economy and local events. It is noted that the recreational potential of agritourism is largely formed outside the boundaries of agricultural estates, but primarily depends on the individuality and creativity of service providers. Emphasis is placed on the importance of developing individualized recreational activities that meet the needs of vacationers and reflect local traditions and culture. It is emphasized that the effective use of recreational potential is the main prerequisite for successful management in the market of agro-tourism services.