The subject of the research is theoretical and practical aspects of identifying environmental motives and incentives for the organization and development of small businesses and agro-villages of rural green tourism. The purpose of the work is to identify environmental motives and incentives for the organization and development of small businesses and agro-villages of rural green tourism in order to improve their management in the interests of creating a favorable environment for the life of the population, rational use of nature, conservation and reproduction of rural areas. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Methods were used: dialectical, monographic, historical, system-structural analysis and synthesis, problem- and program-targeted approaches. Results of work. The article deals with the special role of functioning of small businesses and agro-villages of rural green tourism for rural areas. This is not just about his socio-economic motives for providing recreation for urban dwellers and improving rural employment and well-being. The environmental value of the organization and development of small tourist enterprises and agro-villages in the countryside is a key consideration in the study. They are considered, in essence, as the only alternative to agribusiness entities in ensuring the sustainable use, conservation and reproduction of the environment. Therefore, the identification of ecological motives for their creation and ecological incentives for development are of the utmost importance for management in order to ensure a favorable natural environment of life and activity of the population, the functioning of rural territories and their economy as a whole. The field of application of results. The materials, results and conclusions of the article can be used in the activities of individual subjects of rural green tourism, rural territorial communities, district state administrations, secondary and higher education institutions. Conclusions. The environmental motivation of rural green tourism will be the starting point for creating new approaches for this activity, both through the vector of socio-economic development (creation of new jobs and new professions, restoration of crafts, better use of existing resources, etc.), and through the vector of sustainable development (care for the environment, conservation of resources and reproduction of nature, comprehensive greening of activities and tourism products). It will also stimulate the formation of a new rural population mentality and management of rural development. Strengthening the ecological functions of agro-villages and rural tourism enterprises meets the requirements of the modern concept of social responsibility in the organization and development of any business in the countryside – large, small, medium, agrarian and other types

small businesses; agro-villages; rural green tourism; rural territories; environmental motives and incentives; governance; development; interests; integrated territorial communities