The object of research: process of formation of social and economic conditions for the development of agrotourism entrepreneurship and creation of market of agrotourism services in a region. The purpose of research: to substantiate scientific and theoretical principles as well as practical ways of formation and development of market of agritourism services by engagement of rural community and providing necessary conditions. Methods: systematic and structural, abstract and logical, analysis and syntheses, comparative analysis, economic and statistical, calculating and constructive, monographic. Theoretical results – elaborated in the dissertation theoretical principles, conclusions and suggestions on the problem solution as to the formation systematic market of agritourism services on the basis of agritourism development in rural regions and providing necessary conditions, means the development of essential infrastructural and institutional ensuring. Theoretical and practical results: for the first time a method of category estimation of farms has been worked out that enables to consider principal factors that form the degree of agritourism attraction of these farms and influence the cost of agritourism services. A method of pricing has been elaborated as well taking into account the quality of services offered based on individual approach and possibility of diversification and differentiation according to the category of tourists and their preferences. Some approaches have been improved to higher organization and the use of material and technical base of farms by successive and effective hospitality of farms; interpretation and importance of agritourism have got further development in a system of close varieties of tourism through the definition of it as independent and specific type of tourism within ‘green tourism’, with the features of recreation carried out in rural areas presenting its members opportunities of voluntary and direct participation in technological processes of agricultural production in combination with a rest, health improvement, having complex physical, moral and esthetic satisfaction; sense of agritourism product as the result of realization function of agritourism and performing agritourism activity, and classification of types due to its main varieties. Research novelty: . Efficiency:Realizing and theoretical principles of entrepreneurship effectiveness concerning its adoption to the specification of agritourism activity with the differentiation of subjective orientation of its effectiveness; to the owner of farm; for the social and economic environment of rural area; for agritourist with the definition of its principal aspects – economic, ecological and socio-demographic by concerning usefulness of agritourism activity. the results of investigation are accepted by the Chief Board of Agricultural Development to introduce, State Administration of Culture and Tourism in L’viv region, Chief Administration of Tourism Management, Eurointegration, State Administration of International relationship and investments in Ivano-Frankivsk region, by L’viv regional centre of rural Green Tourism promotion. Data is used in the teaching process at L’viv National Agrarian University. Effectiveness – increased incomes of rural community and contribution towards the sustainable development of rural regions. Branch of applying – Administration of Agricultural Development, Administration of Culture and Tourism Management, Eurointegration, International relationship and investments of regional and state Administrations, Union on promotion and development of Green Tourism and its regional centers as well as teaching process at Higher Educational Establishments.
