ІННОВАЦІЙНІ СПОСОБИ І ФОРМИ ЕКСКУРСІЙНОЇ ДІЯЛЬНОСТІ В МУЗЕЯХ (НА ПРИКЛАДІ НАЦІОНАЛЬНОГО МУЗЕЮ КОСМОНАВТИКИ ІМЕНІ С.П. КОРОЛЬОВА) НА РИНКУ ТУРПОСЛУГ УКРАЇНИ

Abstract

The article analyzes the introduction of the latest interactive practices in conducting tours on the example of the National Museum of Cosmonautics. S.P. Korolyova, Zhytomyr with excursion groups, in order to attract and expand the target audience. Analyzing the work of the museum on the introduction of various innovative forms of excursion activities and the use of interactives during excursions, it was found that this approach to creating and conducting museum tours significantly increases the competitiveness of the museum product in the market of tourist and excursion services. It was found that the combination of interactives and innovations in excursion activities in conditions of fierce competition in the market of tourist services, help the museum to expand its audience. It is in this museum that one can trace a clear understanding of the consumer motives of tourists and, as a result, the introduction of appropriate changes in the conduct of excursions that meet these motives and public demands of today. It was found that the museum is dominated by the order of children's tours, so in 2021 there were only 3,256 tours, among which 2,000 tours were children's. In general, if you compare the data for these years, children's tours dominate. Especially in the summer of 2021, the positive dynamics of visits began to be observed. This indicates that the age group of visitors is mostly school-age children. Interesting interactives and unique exhibits can attract tourists not only from Ukraine but also foreigners. Modernity, interesting presentation of information using the latest technologies, allows you to visualize the information that is usually presented in the museum, make it more accessible and attractive to different categories of visitors, regardless of age and level of education. Analysis of the work of the National Museum of Cosmonautics. S.P. Queen on the introduction of various innovative forms of sightseeing and the use of interactives during tours showed that this approach to creating and conducting museum tours significantly increases the competitiveness of the museum product in the market of tourist services and demand for it by expanding and increasing target audience. Therefore, further introduction and expansion of interactive practices in museum tours will significantly improve cooperation with travel companies and allow the museum to become an integral part of the tour product in both domestic and global tourism market.