TOURISM BUSINESS IN DEVELOPMENT OF EUROPEAN RURAL AREAS

Rural tourism, including agritourism, fulfils an important role in the activation of rural areas, especially regions of high unemployment and particular natural and cultural qualities. Proper development of such areas should be multidirectional. Apart from the economical aspect, also the social and ecological aspect is of great importance. The increasing interest in the countryside and in relaxing far from great urban complexes creates a possibility of improving the living conditions in the country - not only for individuals concerned with organizing and selling tourist services, but for the whole community of villages, or even the region. The aim of this work is to present the current state of rural tourism in the regions of exceptional environmental and cultural values, as well as to present its role in the development of rural areas of choosed countries-Finland, Italy and Poland.