Аңдатпа
In many countries around the world, agritourism is regarded as a popular form of tourism that combines commercial and recreational functions, contributing to increased incomes for the rural population and the diversification of the rural economy. The sustainable development of rural tourism creates a balance between profitability, the environmental sustainability of rural areas, and the improvement of the quality of life of rural residents. Management potential largely determines its investment attractiveness and competitiveness. The objective – is to assess the economic effectiveness of managerial decisions in the field of rural tourism. Methods of economic, comparative, and investment analysis were employed to substantiate investment efficiency, determine the payback period, and justify the organizational measures adopted. Results – theoretical and practical approaches to evaluating performance in relation to agritourism routes were systematized; the necessity of optimizing investment in farm tourism projects was demonstrated and the selection of the option providing the greatest effect was justified; the role of the modern agroecological tourism manager and the key competencies influencing the ability to implement effective initiatives while taking into account economic, social, and environmental aspects were identified; and the benefits of integrating agrocultural tourism projects into the activities of agricultural cooperatives were highlighted. Conclusions – the effectiveness of administrative strategies in agritourism is ensured by the high level of training and qualifications of managers, upon whom the quality of service, the level of digitalization, and the standard of services provided depend. Investments in agritourism projects generate profits but are always associated with risks and require an understanding of the specific characteristics of the hospitality, tourism, and agricultural production sectors. Only a systematic approach creates a multiplier effect, which is reflected in the creation of jobs, including for rural women and youth, the expansion of marketing channels, and the reduction of the gap between urban and rural areas.