The subject of the research is the peculiarities of the functioning of tourism business enterprises in the context of rural development. The purpose of the article is to analyze the resource potential, conditions of organization and foreign experience of rural green tourism enterprises, assessment of the effectiveness of tourism and agricultural activities in rural areas. The methodological basis of the article is the methods and approaches of economic, institutional and sustainable development theory. In particular, systematic and holistic approaches, methods of analysis and synthesis, structural modeling were used; monographic; abstract-logical. The results of the article. It is determined that socio-economic resources of rural green tourism enterprises are understood as labor resources, accommodation facilities, separate utility rooms, machines and equipment or devices, production and technological processes (wine, food, oil and fat, fruit and vegetable canning, etc.), certain productions and activities growing flowers, medicinal herbs, farm animals, picking fruits and berries, mushrooms, honey production, fish farming, etc.) as sightseeing sites or tourist attractions. It is established that the tendency to increase the influence of tourism and resorts on the dynamics of economic and social development of the region is maintained by increasing domestic and foreign tourist flows, as well as increasing revenues from tourism to the local budget. It is substantiated that the assessment of economic efficiency of rural green tourism enterprises should be carried out on the basis of the volume of services provided by them, the costs of their implementation and profits. Field of application of results. The obtained results can be used in the process of further scientific study of an important problem – improving the efficiency of the market of tourist services and rural green tourism enterprises. Conclusions. It is established that rural green tourism enterprises in the leading countries of the world have developed significantly, and their number is 10.0-50.0 times higher than the number of domestic ones. Thus, rural green tourism is a mass activity, employment and income of rural residents. Therefore, in European countries, it is seen as an alternative to agriculture, where the number of employees is constantly declining due to automation and digitalization, and its support has become a state program. It also provides recreation for almost 1/3 of all tourists. Therefore, it is important to implement the most effective areas of experience in rural tourism in Ukraine. This is the organization of thematic annual advertising campaigns for rural recreation with state and regional support; indirect state support in the form of non-taxation; development of pilot projects for the development of rural green tourism for individual rural areas; combining rural green tourism with gastronomic, cognitive, etc. types of tourism; strengthening the greening of rural green tourism.

The subject of the study is the peculiarities of the development of hotel-restaurant and tourist business enterprises and their inherent advantages and risks. The purpose of the article is to determine their substantiation on the basis of taking into account not only rational, but also irrational or behavioral factors of demand for products and services and, accordingly, the segmentation of the consumer market and the choice of a market niche and activity strategies. The methodological basis of the article is the methods and approaches of economic, institutional and theory of sustainable development. In particular, monographic, system-structural analysis and synthesis, STP-marketing, the method of compiling functional maps or double segmentation, statistical and economic methods were used. Results of the article. The article examines the peculiarities of the development of hotel-restaurant and tourist business enterprises and their inherent advantages and risks. In the conditions of uncertainty, limitation of demand and lack of resources, choosing the right strategic directions of development is of great importance and relevance. The tools for taking into account behavioral factors, the advantages and disadvantages of the STP-marketing method and the possibilities of the method of drawing up functional maps due to the consideration of both consumers and corresponding products and services as the main components of segmentation are determined. Field of application of results. The obtained results can be used by hotel and restaurant and tourist enterprises; institutions of higher education; tourist organizations and local self-government bodies. Conclusions. Provided that the subject of the hotel, restaurant and tourism business manages to implement the marketing strategy chosen by him, the next step should be to evaluate the effectiveness of the application of such a strategy. We believe that ineffective marketing strategies in the activities of business entities will not be able to ensure a balance between the company's capabilities and meeting the needs of consumers and the market. Therefore, the main task for top business managers is to minimize errors in the process of developing and implementing marketing strategies and programs, to find options for such a marketing strategy that would ensure the creation of a balance of resources and opportunities with profit and stability and competitiveness for enterprises.