VALUE-ORIENTED AND REGENERATIVE ENTREPRENEURSHIP IN RURAL GREEN TOURISM: CONTEMPORARY MANAGERIAL IMPERATIVES

Abstract

The article explores the conceptual foundations of value-oriented and regenerative entrepreneurship in the field of rural green tourism in the context of contemporary socio-economic transformations and the post-war recovery of Ukraine. The expediency of applying an axiological approach to entrepreneurial activity is substantiated, emphasizing the integration of economic, social, environmental, cultural, and institutional values into the business models of rural green tourism enterprises. The essence of regenerative entrepreneurship is revealed as an evolutionary stage in the development of sustainable models, aimed not only at minimizing negative impacts but also at actively restoring the natural and social capital of rural areas. The key managerial imperatives for the development of regenerative entrepreneurship in rural green tourism are identified, including strategic planning, human capital development, strengthening the role of local communities, institutional support, and stakeholder partnerships. It is proved that the implementation of value-oriented and regenerative approaches in entrepreneurial practice contributes to enhancing the competitiveness of tourism initiatives, increasing the resilience of rural communities, and creating preconditions for the sustainable development of rural territories.