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The article discusses the formation of rural hospitality in the Russian Federation. We describe the deep cultural, historical and spiritual roots of the phenomenon of hospitality in different ethnic groups living in our country. Proceeding from the need to find appropriate directions of rural hospitality formation, the article introduces a number of tasks that contribute to the successful solution of given problems. The article discloses the concept of "rural hospitality" in activity and spiritual aspects, characterizes motivation of rural hospitality consumers and reveals those qualities, which the owners of rural estates should have. The legal and socio-economic basics for the formation of hospitality spheres are analyzed. Terminological apparatus of GOST R 56641-2015 "Small funds accommodation services. Rural guest houses. General requirements” is carefully considered. The article highlights the important role of rural tourism in addressing a number of issues of rural areas sustainable development, such as the conservation of small settlements, the development of additional employment, increasing incomes, strengthening of youth in rural areas. The authors present own opinion on the structure and the essential characteristics of the product "rural hospitality" that includes a number of levels, each of which is the object of improving to create optimal tourist product. A systematic interpretation of the substantive descriptions of "rural hospitality service" category is suggested. The strategic directions of state policy in hospitality sphere are outlined, which is associated with the relief of the tax burden for the rural guest houses, development of infrastructure in rural areas, competent information support for the promotion of rural hospitality products in the domestic and international tourist market, the improvement of service quality in rural tourism, on the basis of staff training, development and implementation of service standards.

The article deals with human resources in the field of agricultural (rural) tourism of the Russian Federation as a whole and in Volgograd region in particular, as one of the most important development factors of this direction of import substitution in the economy of rural areas and the national tourism and hospitality industry. The most pressing problems of personnel potential training process of the Russian agritourism business is identified , namely, its lack of practical orientation, shortage of qualified teachers and practitioners, deficit of regional enterprises that are engaged exclusively in agritourism business and the need therefore for highly qualified personnel. Based on the analysis of the situation in the market of tourist services, the authors reveal the need for an objective study of foreign experience in the rural tourism development, as well as the use of positive results in the process of qualified personnel training in the Russian regions. The article highlights the key role of standards and requirements of the Federal Law "On Education in the Russian Federation" in the formation of educational programs of higher and second- ary vocational education. It creates together with the GOST R 56641 "Service small funds placement. Rural guest houses. General requirements " adopted in 2015, the conditions for the development of professional standards and qualification requirements for personnel of agritourism objects. The authors prove the necessity of staffing in rural tourism is in agricultural universities, both in programs of higher and additional vocational training. The article presents results of consistent work of Volgograd State Agricultural University to creation of the conditions for the start-up of agricultural (rural) tourism in the region related to the conduction of educational, scientific and practical events. The authors define forward-looking plan for the development of innovative directions in the educational activities of the university, oriented to training of qualified personnel for agritourism.