The purpose of the article is to scientifically and theoretical justify and develop practical recommendations for the implementation of agrotourism as an effective direction of diversification of agrarian entities’ activities. Research methods. Regulatory problems identification, substantiation of conclusions and development of practical recommendations for the use of agrotourism by various forms of business entities based on a monographic research method were singled out. The abstract and logical method was used to identify contemporary problems and prospects for the development of agrotourism, formulation of its essence, and generalization of world experience. Structural and logical scheme of the economic influence, sociocultural, ethno-cultural, personal and social determinants of agrotourism on activation of farms and population was developed. It involves the use of the system analysis method. Modelling method of the organizational structure of agrotourism, including leisure, brand and thematic areas of innovative agrotourism in Kherson region was used. Research results. Importance of agrotourism as an effective business idea for diversifying agricultural enterprises functioning was substantiated. Problems of agrotourism legal regulation were disclosed. Factors and priority directions of agrotourism development were evaluated, which allowed us to develop innovative models, introduction of which would ensure not only the growth of incomes and profits of economic entities, but also the socio-cultural rural development. Elements of scientific novelty. Interpretation of an essence “agrotourism” was further developed, a concept of socio-economic determinants of agrotourism development was improved and a model for effective agrotourism development in innovative directions in Kherson region was constructed. Practical significance. Proposed models for agrotourism development can be used by private business entities in order to diversify their activities. They also can be united by territorial communities when spreading development programs and regional authorities to disseminate experience and develop counselling on advanced enterprises experience. Figs.: 2. Refs.: 16