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Rural tourism in the Carpathian Region of Ukraine is developing very unevenly and spontaneously without clearly defined strategic plans. Over 90% of rural households providing tourist services operate in three provinces: Lviv, Zakarpattia and Ivano-Frankivsk. However, their activity does not result from the smooth functioning of the institutional environment, which consists in the effective co-operation of business, local governments and public organizations. Owners of rural tourism accommodation establishments are increasingly encountering problems related to the legality of their activities, lack of knowledge, gaining new experiences of guest services, tourist products that don’t meet customer requirements, scope of additional services, using of marketing tools, improving the quality of tourist offer, participation in national and international programs supporting local initiatives, environmental protection as well as historical and cultural heritage protection, understanding the importance and the role of rural tourism in local development.

Regional Aspects of the Development of Rural Tourism in the Carpathian Region of Ukraine (the example of Lviv Province)