Ainur Seitbattalovna Kenebayeva
The study aims to investigate the process of opportunity exploitation in rural tourism sector of Kazakhstan and to address the challenges that rural tourism entrepreneurs face. In this regard the paper discusses the theory of entrepreneurship in rural context. Primary data has been systematically gained through semi-structured interviews based on qualitative research methodology. In particular, the findings revealed a specific category of entrepreneurs demonstrating irrational thinking behavior contradicting to the logical reasons of an exploitation process.