The article deals with the socio-economic aspects of economic activity of the subjects of the green tourism sphere in Ukraine. The socio-economic significance of this sectoral direction has been substantiated to ensure the stable development of regions, in particular, rural communities. Furthermore, the article proves the feasibility of improving methodological approaches to assessing the efficiency of family forms of management in the field of green tourism. The necessity of considering the material component of the motivational system of members of a peasant farm for further participation in these projects has been substantiated. Models for organizing a green estate based on a peasant farm have been developed for several marketing strategies. A positive effect has been proven for the socio-economic development of rural households based on the results of the practical implementation of the proposed recommendations.