Peculiarities of understanding authenticity in rural tourism

The article proves the importance of such a concept as “authenticity” in relation to tourism in general and rural tourism in particular. Based on the analysis of dissertation research and a number of publications, it was concluded that there are basic approaches to the definition of authenticity: the first is characteristic of cultural and philosophical works, the second is for psychological ones. It was determined that in the practice of organizing rural tourism, the first approach is widespread, which is initially contradictory, contradictory in nature. The conclusion is made about the prospects of applying the second approach in the field of rural tourism.