ENTREPRENEURSHIP MOTIVATION OF LITHUANIAN RURAL POPULATION

For the last four decades an essence and a content of a human entrepreneurship phenomenon poses a great interest for entrepreneurship and management scientists and specialists. Despite considerable working in this field, theoretical and mothodological researches of human entrepreneurship and motivation are still of particular interest, especially seeking to increase an entrepreneurship activity of rural population and their motivation to work. The research aim is to set realisation opportunities for rural population's entrepreneurship activity and motivation by developing alternative rural businesses. In order to achieve the aim there have to be accomplished these tasks: to perform an analysis of factors that lead to rural entrepreneurship and to determine a level of entrepreneurship; to perform an analysis of means that lead to an entrepreneurship activity of rural population identifying opportunities to increase the motivation to work; to define an importance of an alternative activity and factors that lead to its development; according to the survey, to identify development perspectives of alternative to agricultural activities in rural areas and realisation opportunities for rural population's entrepreneurship activity. The research object is Lithuanian rural population and alternative to agriculture businesses. The research subject is factors and means which promote rural population's entrepreneurship activity and motivation, and a development of alternative rural businesses.