This paper analyses the existing scientific and methodological approaches to the defining of the term “ecotourism”. Comparative table which sets out the main objectives and functions of each of the interpretations of the authors was formed. The article further develops scientific approaches to the defining of ecotourism functions that are consistent with its objectives and principles. It was proposed to allocate cognitive, saving and motivating functions of ecotourism. We found that in the legislation of Ukraine the content of the terms “ecotourism” and “green tourism” is identified. We analysed the related categories to “ecotourism”, such as: “green tourism”, “agritourism” and “sustainable tourism” and found that ecotourism is part of sustainable tourism that promotes sustainable development and agrotourism – part of rural tourism.
In the article analyses the scope of green tourism and classified some of its elements. Confirmed that in the modern world there is a shift of mass tourist interest towards the mass popularity of traveling in the countryside, where urban residents everywhere surrounded by exotic. It is shown, that among the European countries Ukraine has significant diversity of landscapes, historical-cultural and ethnic heritage. The necessity of realization of marketing researches is proved which precede formation of granting appropriate tourist services. A series of urgent socio-economic and legal challenges that need to be solved for the development of green tourism in Ukraine were formed.
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