The purpose of the article is to study, generalize and analyze current trends and prospects for the development of agrotourism in Russia with the help of personnel marketing elements. The article determines that a significant constraint on the development of the sub-sector is the imperfection of the regulatory framework and the vagueness of direct state support; legislation in the field of agrotourism is only being formed, existing assistance measures do not meet the request of society. The prospects of agrotourism are connected with the process of forming an institutional environment and developing tools for targeted state support. Results: a new impulse to realize the potential of agrotourism is associated with the coronavirus pandemic and the demand for domestic travel. As conclusions, the necessity of improving the system of state regulation and support for the development of rural tourism is established; trends that will contribute to the development of rural tourism in the conditions of the coronavirus pandemic, as well as options for the development of tourism in rural areas are highlighted; the main stages are highlighted and the mechanisms for the development of rural tourism in the region are described, which are based on the joint active work of entrepreneurs, the state and non-profit organizations; the main measures that contribute to the realization of the potential of agrotourism as a promising direction of sustainable development through the prism of personnel marketing elements are identified.
The purpose of the study is to formalize the marketing contour of the HR policy of the agrotourism sphere in Russia. The article analyzes the current state of the agrotourism market in Russia. The importance of the role of marketing communications in the development of rural tourism is considered. The main channels of marketing communications in the field of agrotourism are analyzed, the model of a complex of marketing communications focused on promoting the product of agrotourism in the Russian Federation is described. The factors hindering the development of agrotourism in Russia, as well as the system of organization of modern rural tourism are studied. The importance and significance of the process of promoting agrotouristic services is noted, a complex of modern marketing communications with agrotourists is given; Internet communications are an effective tool for promoting agrotourism objects, but for the optimal choice of the promotion concept, it is necessary to determine the portrait of a potential agrotourist. For the long-term development of agrotourism in Russia, it is necessary to develop state and regional programs to support agribusiness, increase the number of services provided, improve the territories and preserve the rich resource potential of the regions of Russia. It is noted that the contribution to the achievement of goals and the quality of services provided in the agro-tourism sector largely depends on the effectiveness of personnel selection.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2025 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.