THE ROLE OF THE CREATIVE ECONOMY IN THE FORMATION OF ENTREPRENEURIAL ECOSYSTEMS IN RURAL AREAS: AN INFRASTRUCTURAL DIMENSION

Abstract

The article examines the role of the creative economy in the formation of entrepreneurial ecosystems in rural areas from an infrastructural perspective. It highlights the importance of creative industries as a key driver of local economic development, fostering innovation activity and enabling the emergence of new entrepreneurial models based on knowledge, creativity, and digital transformation. The study demonstrates that the integration of creative economy principles into local development strategies supports the creation of diversified economic structures, encourages the development of small and medium-sized enterprises, and promotes the effective use of local cultural and intellectual resources. It is proven that the development of cluster-based structures, creative hubs, co-working spaces, and digital platforms strengthens collaboration among businesses, educational institutions, local authorities, and civil society organizations, thereby enhancing institutional capacity and governance effectiveness. The research establishes that the comprehensive modernization of physical, digital, social, and institutional infrastructure plays a crucial role in stimulating entrepreneurial activity and improving investment attractiveness in rural territories. Particular attention is paid to the role of digitalization in expanding access to markets, supporting remote work opportunities, and facilitating knowledge exchange within entrepreneurial ecosystems. The implementation of ecosystem and cluster approaches contributes to the creation of innovative environments that enhance human capital development, encourage lifelong learning, and foster entrepreneurial culture at the local level. Furthermore, creative economy initiatives help rural communities overcome structural limitations by diversifying income sources, supporting cultural tourism, and strengthening local identity through branding strategies. The findings indicate that the formation of creative entrepreneurial ecosystems enhances network-based cooperation, stimulates innovation-driven projects, and creates new growth points that ensure long-term economic resilience and competitiveness. By integrating creative industries into regional and national development frameworks, rural communities can accelerate post-crisis recovery processes, increase social cohesion, and promote inclusive growth. Overall, the study emphasizes that the creative economy represents a strategic pathway toward sustainable development, enabling rural territories to adapt to global economic transformations while maintaining their unique socio-cultural characteristics.