Mechanisms, motives and incentives for providing strategic priorities for the development of tourist enterprises in the rural

The subject of the research is the theoretical and practical aspects of the functioning of tourist enterprises, including rural areas, the formation and use of their mechanisms, incentives and motives to ensure strategic development priorities and increase competitiveness in the future. The purpose of the work is to identify factors in the formation and use of mechanisms, incentives and motives for ensuring the strategic priorities of the development of tourism enterprises in the countryside, their components, effectiveness, and potential opportunities. The methodological basis of the article is general scientific and special methods of scientific knowledge: system-structural analysis and synthesis, problem-targeted approach, statistical-economic, historical, monographic. Results of the article. The article identifies competitive advantages, risks, bottlenecks, resources and opportunities as factors in the formation of mechanisms, incentives and motives for the development of tourist enterprises, including in the countryside. Their components and their role in ensuring the strategic priorities of tourist activity are defined. Grounded directions and sources of further improvement, primarily through consideration of environmental motives and incentives, application of mechanisms and tools of behavioral economics and finance, aesthetic components. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. When substantiating mechanisms, identifying motives and developing incentives for tourism activity for the future, psychological and behavioral factors that are difficult to systematize should be taken into account. It is about positive emotions, desires, ambitions, beliefs, preferences, behavioral finance, which can also be motives, incentives, and mechanisms to one degree or another at the same time. Yes, it can be hopes for the implementation of the family business so that it can be inherited and developed by future generations; gather a large family under one roof, etc. Finally, people like to be admired, praised, set as an example, shown gratitude, etc.