MOTIVATION OF ENTREPRENEURIAL ACTIVITY IN RURAL TOURISM (RUSSIA’S EXPERIENCE)
The article covers incentives necessary for business activity growth in rural areas where entrepreneurial business is often the only way to exist and survive. The authors investigate the key component of motivation, namely the Ũnancial incentives, as the standards of living in rural areas is quite low, and this is the most important reason for the population outｌow. The development of rural agrotourism requires implementation of a motivation model of entrepreneurial activity aimed at both forming business potential and its reproduction.
Keywords: motive,
motivation,
motivational expectations,
external motivators,
rural areas,
rural tourism,
rural tourism product,
entrepreneurial activity,
business potential,
entrepreneurial labour.
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