Implementation of marketing potential of the rural areas: Agribusiness, agritourism, stakeholders

Abstract

Rural territories, from the point of view of marketing, do not differ in the width of the assortment of the offered territorial products. However, this does not mean that their marketing potential is not developing. Rethinking approaches to the agricultural business, the ability to show the virtues of the countryside to tourists, involving all interested parties in these processes are drivers for increasing the marketing potential of rural areas. Many of the researches come to similar conclusions. This means that the marketing potential makes rural territories full participants in the struggle for consumers, investors, as well as the attention of higher authorities and government.