RURAL TOURISM IN THE CONTEXT OF VUCA BUSINESS ENVIRONMENT

Abstract

The paper describes rural tourism as an important supportive element for the economic and social development of rural areas and multi-aspectual activities. The basic principles and specifics of rural tourism are characterized and system approach to rural tourism is described. Since the environment generally represents huge development potential for rural tourism the author describes interactions between business environment and rural environment/rural areas. Business environment as we see today is being characterized as turbulent, or VUCA; the author therefore investigates how turbulent rural tourism environment is and whether VUCA features are met. Based on qualitative research the author suggests that current business environment in rural tourism is remarkably turbulent and that VUCA acronym can be used. In fact, VUCA parameters are apparent in all factors of the environment (PESTLE factors). Rural tourism businesses are recommended to list all key VUCA factors according to their importance, urgency and impacts in order to be able quickly react to business changes.