The model of business research agritourism potential in rural aeras of developing countries

Recent changes in agricultural policy in developed countries seem to have strengthened measures to support rural development. Considerable attention is devoted to rural areas due to the fact that they often boast considerable untapped natural and cultural potentials, whose further development would improve the wellbeing of the local inhabitants of rural areas, as well as the overall population. The creation of conditions for sustainable development of rural areas is one of the most important strategic goals of public policy that will ensure the achievement of food security, improve the competitiveness of the national economy and the welfare of citizens. The development of multifunctionality is identified not only with the economic growth of the rural areas, but also with the improvement of the situation in the field of demography, the quality of life standard of rural population and the overall development of the country, and is associated with the introduction of agriculture with an increasing number of new non-agricultural functions. This paper defines the concept of “multifunctional development” as the one that refers primarily to sustainable development of rural areas, as well as environmental protection, care of the environment and preservation of the local culture and tradition. Agritourism is a derivative element of the state social policy, which is closely associated with the areas such as: local government, development of self-regulatory public organizations, and support system to small and medium-sized enterprises. It is considered the one of the sources of income diversification of the rural population, as well as one of the factors of poverty reduction strategy in rural areas.