THE IMPACT OF ART TOURISM ON THE PERCEPTION OF DESTINATIONS AND THE SOCIO-ECONOMIC RECOVERY OF UKRAINE'S TERRITORIES: OPPORTUNITIES AND RISKS

Abstract

The article explores how art tourism trips influence the perception of tourism destinations and contribute to the socio-economic recovery of Ukrainian territories in the post-war period. The relevance of the study is determined by the need to identify practical mechanisms that can strengthen destination attractiveness, reactivate local communities, and support small and medium-sized businesses through cultural and creative resources under conditions of uncertainty and limited public funding. The purpose of the article is to substantiate the effects of art tourism practices on destination perception and to outline opportunities and risks for scaling art tourism as a recovery-oriented tool. The research is based on a combination of analytical and empirical approaches, including the synthesis of theoretical perspectives on cultural tourism and destination development, comparative analysis of art tourism product components, and applied assessment of tested art tourism practices with attention to visitor feedback and observed behavioural intentions. The results demonstrate that art tourism creates additional destination value by integrating artistic assets, events, and thematic routes into a coherent tourism product, enhancing the symbolic capital of places and strengthening emotional and value-based connections with the territory. The applied analysis indicates several key effects: transformation of destination images from «unknown» or «secondary» to «meaningful» and «unique», increased perceived attractiveness and confidence in visiting, and growth of intentions to revisit and recommend destinations. At the territorial level, art tourism provides opportunities for post-war recovery by stimulating demand for local services, supporting cultural institutions and creative actors, expanding collaboration networks, and improving the visibility of communities through culture-driven communication. At the same time, the article identifies risks that may accompany rapid development, including excessive commercialization of cultural practices, simplification and fragmentation of meanings, uneven distribution of benefits, and reputational vulnerabilities when quality standards are not ensured. The practical value of the study lies in offering a set of managerial priorities for balanced art tourism development: strengthening authentic content, ensuring partnership-based governance, aligning tourism promotion with community needs, introducing quality and interpretation standards, and monitoring socio-economic outcomes to avoid negative externalities while maximizing recovery impacts.