REGIONAL FEATURES OF SOUVENIR PRODUCTS AS A PROSPECTIVE COMPONENT OF CREATIVE INDUSTRIES: HISTORICAL AND CULTURAL APPROACH

Abstract

Souvenir activity on the territory of Ukraine has its own unique history and specificity, which contributes to the development of culture and creative industries. Each region of the country has its own special features, which craftsmen reproduce in souvenir products by using unique crafts and traditions. Since souvenir products are an important part of cultural heritage and reflect national identity, history and regional characteristics, their creation and promotion are the basis for effective promotion of the country. In this regard, the need to analyze the characteristics of souvenir products and their impact on the development trends of creative industries of Ukraine is becoming urgent. The purpose of the article is the scientific substantiation of the current problems of researching the regional features of souvenir products as drivers of the development of creative industries, through the prism of a historical and cultural approach. The methodology of the research is based on a comprehensive analysis of the characteristics of souvenir products as a promising component of the development of creative industries; analytical, structural-logical and comparative methods, which ensured the systematization of the main classification approaches to souvenir products in the environment of creative industries, as well as the identification of the functional role and creative practices for the development and popularization of souvenir products of Ukraine, through the prism of the regional aspect; methods of theoretical generalization used to form and substantiate conclusions; the historical and cultural approach, with the help of which the stages of the development of souvenir activity are distinguished, as well as the peculiarities of souvenir products as a source of cultural diversity and self-expression of the Ukrainian people in the context of the development of creative industries in Ukraine. The scientific novelty consists in the presentation of the results of the study of the multifacetedness of souvenir products through folk art crafts as drivers of the development of creative industries in Ukraine. Conclusions. The study proved that the development of souvenir products in the environment of creative industries contributes to the preservation and transmission of values, traditions and history to the next generations; develops opportunities for active cooperation between masters and ensures cross-sectoral interaction of creative sectors; strengthens Ukraine's role in international cultural dialogue and exchange; attracts the attention of tourists, as well as improves the understanding and recognition of Ukraine among the international audience.