THE ESSENCE, FEATURES AND SIGNIFICANCE OF THE ENTREPRENEURIAL POTENTIAL OF RURAL AREAS

Abstract

Rural areas are an important component of the economic, social and environmental development of each country. Their development largely depends on the effective use of entrepreneurial potential – a resource that is key to ensuring sustainable development. Rural areas of Ukraine play an important role in ensuring food security, preserving the natural environment, developing national culture and traditions. Modern transformation processes in Ukraine, caused by both internal socio-economic changes and external challenges, in particular war, highlight the need to rethink rural development strategies. One of the key factors in such development is entrepreneurial potential, which can become the basis for mobilizing internal resources, stimulating economic growth, creating new jobs and forming sustainable communities. Rural communities in the context of decentralization have acquired new powers in matters of local business development, but the implementation of these powers largely depends on the ability to activate existing entrepreneurial potential. The article reveals the essence of the entrepreneurial potential of rural areas, examines its main structural components and features of formation in modern conditions. The key factors influencing the effectiveness of the use of entrepreneurial potential in the process of sustainable development of rural communities are considered. The importance of entrepreneurship as an important tool for strengthening the economy, improving the well-being of the population and activating human capital in rural areas is outlined.