INNOVATIVE PUBLIC MANAGEMENT TOOLS TO ENSURE RURAL VITALITY THROUGH GENERATIONAL RENEWAL

Abstract

Rural development strategies do not ensure generational change, the farming community is rapidly aging, rural governance is faced with inactive participation of residents, and the demographic structure of the village, population, public spaces, and social infrastructure are experiencing many changes that negatively affect the vitality of rural areas. The aging of rural population is characteristic of both developed and developing countries around the world. The aim of the study is to identify innovative public management measures for generational renewal in rural areas. The study used literature analysis, synthesis, comparison, case analysis and other traditional scientific research methods. Using the case study method, innovations that can help manage generational renewal in rural areas were identified: a multi-level approach, access to land, innovation in financing models, community solutions, digital transformation, practical experience, networking. Effective strategies for attracting and retaining younger generations in rural communities include four key areas: robust job opportunities and entrepreneurship support, community engagement and trust-building initiatives, hands-on educational and professional development programs, and quality-of-life enhancements such as work-life balance and affordable local amenities. The innovative public management tools to ensure rural vitality through generational renewal are not limited to political measures alone but require the creation of an entire system encompassing different levels: international, national, regional, community, family, individual.