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Systemic view on tourism as an economic activity is the best way how to characterise an economic nature of this industry. The paper presents the methodology which integrates the system approach and other research methods of social sciences; this methodology forms the basis for identification of social agents and models of tourism system. The methodology is approbated in the survey of providers of rural tourism services in Zemgale planning region. The research results are useful in future application of models for development of tourism whereas the models are useful for other purposes: they can provide additional information necessary for evaluation of tourism influence on economy. They form a basis for detecting participants in tourism clusters in regions and for evaluation of cooperation between social agents of public, nongovernmental and private sectors, and as an instrument in tourism marketing strategies.

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