The objective of the present article was to present the findings of a study that examined the opinions of rural tourism base managers with regard to operating an agritourism enterprise, in addition to their relationship with their guests. The article provides a general overview of the key aspects of rural tourism facilities’ operation, emphasizing the importance of building guest loyalty, effective collaboration with various entities, developing managerial competencies, and understanding non-economic motivations when starting a business in the tourism industry. The contemporary development of accommodation infrastructure in rural tourism in Belarus is a social phenomenon that can be considered from two perspectives: the financial aspect and the social aspect. The financial aspect of tourism enterprises in relation to the rural community consists mainly of the anticipated and real economic benefits brought by tourism activities and the provision of services to visitors. The opinions of research participants indicate that rural tourism plays a significant role in the personal development and self-fulfilment of individuals, particularly among facility managers, for whom this work is spiritually fulfilling. Furthermore, returning guests have attested to the establishment of stronger connections between accommodation owners, their families, and visitors.
