RURAL GREEN AND MEDICAL TOURISM: INTEGRATION MODELS OF RECREATIONAL SPHERE DEVELOPMENT

Abstract

The article analyzes the theoretical and methodological principles of combining rural green and medical tourism in the context of forming integration models of recreational development. Modern scientific approaches to interpreting integration processes as multidimensional organizational and economic structures that ensure the coordination of resources of the agricultural, tourist and medical sectors are considered. The main types of integration models are identified, in particular cluster, cooperative (network), complex infrastructure, digital and sanatorium-resort, as well as their functional characteristics, mechanisms of interaction of subjects and the level of institutional support. It was found that the integration of rural green and medical tourism contributes to the formation of a complex tourist product focused on combining recreational, medical and health-improving and service components, which ensures an increase in its consumer value and adaptability to the needs of various target groups. In the process of research, it was substantiated that the effectiveness of integration models is determined by the coordinated interaction of infrastructure, service, marketing, organizational and coordination, financial and environmental mechanisms that form the systemic basis of their functioning. It is proven that the effectiveness of combining these types of tourism depends on the level of intersectoral coordination, regulatory and legal support, digitalization of service processes, as well as the ability of territorial systems to form sustainable network connections between participants. It was established that integration models ensure the diversification of economic activity of rural areas, increase the level of employment, expand investment opportunities and strengthen the socio-economic stability of local communities. Based on the generalization of domestic and international experience, directions for improving integration models have been proposed, which include the development of cluster forms of cooperation, standardization of service quality, implementation of telemedicine and digital solutions, modernization of infrastructure, as well as the implementation of environmentally friendly approaches to the use of natural resources. The conclusions are that the integration of rural green and medical tourism is a strategic direction for the development of the recreational sector, capable of ensuring increased competitiveness of territories, expanding the functional capabilities of the tourist product and creating conditions for the sustainable development of rural regions.