Positioning the tourism service as a factor in the sustainable development of agricultural and rural tourism
In the context of the growing demand for alternative urban recreation and the need for rural development, there is a need for an effective strategy for positioning tourism services in the field of agricultural and rural (green) tourism. It is necessary to find ways to integrate the natural, agricultural, cultural and social assets of the territory into an attractive tourist product that will meet the needs of tourists and contribute to the economic development of rural areas. Interest in agricultural and rural tourism is growing both from tourists seeking outdoor recreation, immersion in local culture and a healthy lifestyle, and from rural areas who see tourism as an opportunity to diversify income, create jobs, promote local products and solve demographic problems. The research is relevant in the context of global trends in sustainable development and digitalization of tourism. The research uses methods of analyzing the socio-cultural and economic aspects of agricultural communities, assessing environmental and social responsibility in the formation of a tourism product, and studying the experience of European countries in the field of rural tourism. The possibilities of creating a multifaceted guest experience and overcoming regulatory and infrastructural barriers through cooperation with tour operators and industry agencies are also being analyzed. A strategy has been developed for positioning tourism services in the field of agricultural and rural tourism, which takes into account authenticity, sustainability and emotional involvement of tourists. The concept of “green tourism” is outlined as a symbiosis of agricultural, rural and ecological tourism, which allows combining various directions and offering tourists a comprehensive product. The development of the ecosystem of “green” tourism contributes not only to meeting the demand for authentic and eco-friendly holidays, but also to solving a number of socio – economic problems in rural areas – creating jobs, supporting local producers, and preserving cultural heritage. The implementation of the developed positioning strategy can become an effective tool for the development of agricultural and rural tourism in the region, as exemplified by the successful experience of European countries.
Lesnikov, A. I., Utiagulov, E. M. (2025), “Positioning the tourism service as a factor in the sustainable development of agri-cultural and rural tourism”, Research Result. Business and Service Technologies, 11 (4), pp.
While nobody left any comments to this publication.
You can be first.
Abdrakhmanova, Z. R. (2024), “Effective use of digital skills in the hotel industry: research and conclusions”, Chelovecheskiy kapital, 8 (188), pp. 35–41, DOI: 10.25629/HC.2024.08.04. (in Russ.).
Arslanov, A. F. (2023), “Strategic planning of tourism development in the Republic of Bashkortostan”, Strategicheskoe planirovanie sotsialno-ekonomicheskogo razvitiya territoriy: sbornik trudov uchastnikov Mezhregionalnogo kruglogo stola [Strategic planning of socio-economic development of territories: collection of works of participants of the Interregional round table], Bashkirskaya akademiya gosudarstvennoy sluzhby i upravleniya pri Glave Respubliki Bashkortostan, Ufa, Russia, pp. 5–10. (in Russ.).
Belyaeva, O. I., Borisova, T. G., Gvarliani, T. E. et al. (2023), Drayvery ustoychivogo razvitiya turistskikh territoriy [Drivers of sustainable development of tourist territories], Direkt-Media, Moscow. (in Russ.).
Danilova, E. V., Fayrushin, R. N. and Khabirov, A. F. (2025), “Prospects for the development of equestrian tourism in the Republic of Bashkortostan”, Rossiyskiy elektronnyy nauchnyy zhurnal, 2 (56), pp. 169–177, DOI: 10.31563/2308-9644-2025-56-2-169-177. (in Russ.).
Dorofeeva, A. A., Sergeyeva, E. A., Gorobets, D. V. and Ponomarenko, E. (2022), Aktualnye aspekty servisnoy deyatelnosti na predpriyatiyakh turistsko-rekreatsionnoy sfery [Important aspects of service activity at enterprises of the tourist and recreational sphere], Arial, Simferopol. (in Russ.).
Gogoi, B. J. (2020), “Service quality measures: How it impacts customer satisfaction and loyalty”, International Journal of Management (IJM), 11 (3), pp. 354–365.
Komina, A. I. and Gabidullina, E. V. (2024), “Prospects and problems of implementing a sustainable development strategy in the tourism sector on the example of the Republic of Bashkortostan”, Aktual’nye problemy razvitiya industrii gostepriimstva: sbornik nauchnykh statey po itogam XIX Mezhdunarodnoy nauchno-prakticheskoy konferentsii [Actual problems of the development of the hospitality industry: collection of scientific articles based on the results of the XIX International Scientific and Practical Conference], Sankt-Peterburgskiy gosudarstvennyy ekonomicheskiy universitet, St. Petersburg, Russia, pp. 168–175 (in Russ.).
Korosteleva, N. V. and Polonskiy, D. V. (2025), “Justification for the creation of multifunctional road service zones in the Volgograd region”, Zhilishchnoe khozyaystvo i kommunalnaya infrastruktura, 1 (32), pp. 89–97, DOI: 10.36622/2541-9110.2025.32.1.010 (in Russ.).
Lesnikov, A. I. and Kotova, T. P. (2023), “Modern model of a business ecosystem in the conditions of roadside infrastructure of the region”, Servis v Rossii i za rubezhom, T. 17, 7(109), pp. 202–213, DOI: 10.5281/zenodo.10562830. (in Russ.).
Lesnikov, A. I., Popodko, E. A. and Popodko, A. A. (2025), “Factors of service quality and their impact on consumer behavior”, Intellekt. Innovatsii. Investitsii, 1, pp. 71–81, DOI: 10.25198/2077-7175-2025-1-71. (in Russ.).
Lesnikov, A. I., Popodko, E. A. and Popodko, A. A. (2025), “Methodology for assessing the organizational system of service quality management”, Intellekt. Innovatsii. Investitsii, 4, pp. 67–79, DOI: 10.25198/2077-7175-2025-4-67. (in Russ.).
Markelova, E. S. and Khayretdinova, O. A. (2024), “The role of excursion services in the range of hotel services”, Vestnik UGNTU. Nauka, obrazovanie, ekonomika. Seriya: Ekonomika, 1(47), pp. 45–52, DOI: 10.17122/2541-8904-2024-1-47-45-52. (in Russ.).
Nikulina, Yu. N. (2022), “Modern technologies for ensuring and assessing the quality of services in tourism”, Ekonomika, predprinimatelstvo i pravo, 12 (7), pp. 1901–1918, DOI: 10.18334/epp.12.7.114892. (in Russ.).
Papa, G., Negri, I., Maier, R. et al. (2022), “The Honey Bee Apis mellifera: An Insect at the Interface between Human and Ecosystem Health”, Biology, 11(2), DOI: 10.3390/biology11020233.
Parasuraman, A., Berry, L. and Zeithaml, V. (1994), “Alternative scales for measuring Service Quality; A comprehensive assessment based on psychometric and diagnostic criteria”, Journal of Retailing, 70 (3), pp. 201–230.
Utiagulov, E. M. and Lesnikov, A. I. (2025), “Prospects for the development of regional auto tourism and caravanning”, Nauka segodnya: teoriya i praktika: Sbornik nauchnykh statey XIII Mezhdunarodnoy nauchno-prakticheskoy konferentsii [Science today: theory and practice: Collection of scientific articles of the XIII International Scientific and Practical Conference], Ufimskiy gosudarstvennyy neftyanoy tekhnicheskiy universitet, Ufa, Russia, pp. 141–146 (in Russ.).
Yu, Y. (2014), “Changes in state policy to support entrepreneurship in the tourism sector in China”, Internet-zhurnal Naukovedenie, 2 (21), p. 91 (in Russ.).