DETERMINANTS OF RURAL TOURISM DEVELOPMENT IN UKRAINE: EXPERT’S OPINION
Keywords:
rural tourism, PLS-SEM, expert’s opinion, Ukraine.Abstract
This study examines the key determinants of tourism infrastructure development
in rural areas of Ukraine through empirical research conducted in 2024. The investigation employed
a Computer-Assisted Web Interview (CAWI) methodology, utilizing a comprehensive questionnaire
comprising 33 substantive questions organized into six thematic groups: demographic and social
transformations, economic development, and agricultural changes and sustainable development,
rural tourism development, tourism-related infrastructure, and tourism resources including natural
assets and cultural heritage. Responses were measured using a 5-point Likert scale. The final
Ukrainian sample consisted of 105 respondents representing diverse stakeholder groups, with
scientists constituting the largest proportion (72.38%), followed by representatives from the tourism
economy (9.52%), officials (7.62%), farmers (5.71%), and representatives of tourism associations
and organizations (4.76%). The sample demonstrated gender imbalance favouring women
(70.48%), with the dominant age cohort being 40-49 years (34.29%). Educational attainment was
notably high, with 60.95% holding doctoral degrees and 22.86% possessing master's degrees.
Geographically, respondents represented various administrative regions across Ukraine, excluding
temporarily occupied territories such as the Autonomous Republic of Crimea, Sevastopol, and
occupied portions of Donetsk and Luhansk oblasts due to ongoing military operations and Russian
Federation occupation.
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