Regional Formation and Development Studies

The subject of the research is the entrepreneurial potential of young people in the development of rural green tourism in Ukraine. Studies of trends in the rural labour market in terms of modernisation of the agrarian sector and the impact of world trends in transforming the role of rural territories have been taken into account. The development of entrepreneurship in the agricultural and industrial complex, including rural tourism, is one way of solving the youth employment problem. In the study, the authors rely on an assessment of the potential of rural green tourism in Ukraine, which is significant. The main directions of youth entrepreneurship in rural green tourism are identified. The article focuses on promoting the realisation of the potential of youth in rural green tourism businesses. Specific examples show features of labour motivation and highlight opportunities for its increase in entrepreneurship in rural green tourism. It is proposed to create conditions for the activation of youth entrepreneurship in rural green tourism. The authors come to the conclusion that modern youth, as a specific socio-demographic group, are a reserve for the multiplication of the labour force in the agricultural sector, and are a strategic resource for the development of rural areas through entrepreneurship in various fields, including rural green tourism.