The silver tourism economy in rural areas under conditions of sustainable development"
Discusses ethical aspects of sustainable development embraced by older members of rural communities, and closely connected with the supply and demand sides of the silver tourism economy. The study revealed that the supply side of the silver tourism economy in rural areas was more developed than the demand side. Emphasis on the need for natural, cultural, social and economic resources (associated with the supply side) to support the demand side of the rural tourism market. Indication that ethical values and norms of sustainable development are important for the silver tourism economy.