| Summary: | This article examines contemporary scientific approaches to the issues of postmodern transformations of rural tourism development. The contradictions between the present postmodern society and the information-technological development of the rural areas in Ukraine are highlighted. Evidently, Ukraine does not fully use the new opportunities that emanate as a result of globalization of an economy. The main indicators of postmodern influences, such as informational and technological, political, social, socio-cultural, and personal (psychological), are earmarked featured. The characteristics of evolving social relations are also determined as premodern (archaic), modern and postmodern relations in the societies in particular context of tourism development. The factors influencing the postmodern tourism consumerism include the awareness of the social crisis, escape reality, mundane avoidance, search for the self and self-realization, overcoming psychological trauma, the illusion of involvement in certain processes, positioning oneself with the upper class, new experience, and information society. |
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