КРЕАТИВНІСТЬ В ТУРИЗМІ: РЕГІОНАЛЬНИЙ АСПЕКТ

Abstract

The acuteness of the modern moment and the search for optimal solutions regarding the level of economic development stimulates the world society to think outside the box. States and regions in their development use advanced approaches and technologies. It is on creative thinking, as the chances of progress, that the emphasis is placed in the article. The historiography of creativity as a phenomenon, technology and process is analyzed with an emphasis on its importance in modern science. The practical usefulness of creative thinking is revealed through the understanding of modern tourism. The exceptional role of the tourism industry as a driver of the modern economy is noted. The multifactorial and multicultural nature of tourism is emphasized, because it is this segment of the economy that successfully combines historical retrospective, geographical conditionality, culture, education and digital. The creativity of tourism has an exceptional chance of local promotion and branding of various creative industries. Their set is transformed through a system of cultural events aimed at the implementation of creative ideas. Accordingly, the focus is on the development of festival tourism in general as a creative phenomenon. Cooperation with the EU countries is indicated among the features of the development of festival tourism in Ukraine. Taking into account the peculiarities of mutual development and research of European traditions, it contributes to strengthening the practical usefulness of creative industries, implemented through relevant programs: Cultural Bridges, Creative Europe, etc. As an example, the experience of involving creative industries in the tourist development of the historical "pearl" of the Poltava region – the city of Gadyach and its environs is traced. The historical and cultural significance of the city of Gadyach is monitored in the context of the development of event activities, which stimulates the formation of festival tourism on the potential of the city of Gadyach. The article analyzes a number cultural-educational and historical-cultural events in the period 2016–2021, which contributed to the branding and recognition of the city in the system of the tourism industry of Ukraine. Unfortunately, most of the planned events in 2022 have been postponed to the post-war period. However, today's challenges do not stop the development of tourism and require already now to develop creative solutions for the future. The creative environment emerging in tourism is critical for the production of commercial innovations, the development of the creative essence of a person. Festival tourism, as a creative phenomenon, is acquiring new forms and features in the system of the tourism industry of the world and Ukraine. This is one of the important drivers of the modern economy on the path of progress, even in times of uncertainty and challenges.