SYNERGY OF DIGITALIZATION AND TOURIST ATTRACTIVENESS IN CREATIVE MANAGEMENT OF CULTURAL AND HISTORICAL HERITAGE OF WESTERN UKRAINE IN THE CONDITIONS OF COVID 19
Abstract
The article is devoted to the problem of management of national cultural and historical heritage through its preservation and disclosure for the world community. In the context of the COVID-19 pandemic, the complexity of the implementation of normal regulation by these processes was noted. The possibilities of creative management tools utilization in the new conditions of human existence are shown. Such new opportunities allow us to focus on key areas: the use of digital technologies and the discovery of the tourist attractiveness of individual objects and complexes of cultural and historical heritage. Variants of a synergetic combination of three resources (cultural and historical centers, tourist attractive areas and digital innovative products) in influencing the organization of positive socio-economic development of the Western region of Ukraine, generously provided with all the indicated types of resources, are considered. In the process of identifying areas of common interest, the elements of zones of mutual interest in the cultural sphere and the tourist attractiveness of the territory have been specified. At the regional level, possible components of managerial influences are analyzed: institutional support, strategic documents, implementation tools and sources of funding. Much attention is paid to the study of the positive creative practices of managers of the micro- and meso-level of Lviv region in the development of strategies, development programs and specific projects of interaction between the digital, tourist and cultural-historical spheres, modified to take into account new conditions, in particular the impact of COVID-19. The positive features of a synergistic combination of culture and tourism are revealed both in the form of a powerful new movement of economic development of the territory, and through the information and communication phenomenon of creative transformation of the local and world community through expanding horizons, gaining new knowledge, establishing new cultural ties and preserving cultural and historical heritage. Additional advantages in such synergy are added by various manifestations of digitalization, which at the same time pose certain challenges for the slow development of the internal institutional environment and make it possible to use the advantages of the Lviv IT cluster, among which the main ones are: digitizing the cultural heritage of Ukraine, increasing its popularity and preservation, activating internal and external virtual tourism and online popularization of local cultural and historical attractions for world cultural tourism.
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