CREATIVE ECONOMY AS A FACTOR IN THE DEVELOPMENT OF THE TOURISM INDUSTRY: GLOBAL PRACTICES AND PROSPECTS FOR UKRAINE
Abstract
It was emphasized that Ukraine has significant tourism and recreation potential. It is noted that at the current stage the tourism industry faces serious challenges, which requires new approaches to the formation of competitive advantages. It has been proven that today creativity is one of the main factors in increasing the competitiveness of the tourism industry. It is emphasized that in both developed and developing countries, there is a growing need for creative, non-standard ideas for the development of this sphere. Attention is focused on the features of the creative economy. It is noted that, consisting of creative industries, it forms a new doctrine for the development of the tourism industry and countries as a whole. It is emphasized that the integration of the tourism sphere and creative industries provides for the subjects of the industry to receive benefits from added value, and the creative economy - benefits from greater tourist activity. It is noted that additional opportunities for these processes are associated with the use of digital technologies. The experience of the leading countries of the world regarding the implementation of creative technologies in the activities of enterprises of the tourism industry, which allows to increase their competitiveness, is summarized. Among the main practices that deserve attention: the organization of large-scale festivals, concerts; use of the potential of the historical heritage of the territory; development of folk crafts in combination with technological innovations; use of the concept of design hotels; conducting fashion weeks; increasing the interest of tourists in regions of the country or objects due to their mention in works of art or cinema productions, etc. Attention is focused on the fact that despite different national approaches to the development of creative industries, the country's governments provide significant state support to the creative sector of the economy as a factor in the development of the tourism industry. At the same time, it is stated that the state policy in this area is characterized by complexity and the main groups of measures are characterized. Based on world practices, the main prospective directions of the development of the tourism industry in Ukraine were formed on a creative basis, which should be implemented at different levels of management, forming a new growth model.
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