Axiological foundations of understanding rural tourism

The article postulates an axiological approach as one of the areas of research in rural tourism in terms of its value component. The development of axiological foundations in the understanding of rural tourism as a socio-cultural phenomenon in the conditions of modern Russia is determined as the goal of the study. Scientific novelty lies in the definition of the essence of rural tourism as a way to resolve the internal conflict of values: material and post-material. The prerequisite for interest in this method of conflict resolution is the mythological nature of the idea of the countryside as a lost paradise. The study shows the value of the authenticity of personal experience as a constituent component of the ethics of corporate social responsibility of the organizers of rural tourism tours. The reliability of the results obtained is determined by correlation with the actual practice of carrying out tourist activities.