DEVELOPMENT OF CULTURAL TOURISM AS A NARRATIVE OF COMPETITIVENESS OF CREATIVE INDUSTRIES OF UKRAINE: CULTURAL REFLECTION

Abstract

The mainstream development of cultural tourism as a trend actualizes the perspective and evolution of creative industries in Ukraine based on strategies, narratives, technologies and meanings in the formation and development of Ukrainian culture and society in general. Accordingly, the actualization of interest in the cultural uniqueness of ethnic groups, peoples and cultural uniqueness regions stimulates the dynamic development of travel based on non-standard solutions, updated scenarios and strategies of leisure behavior to acquire new knowledge, get to know the culture, expanding one’s horizons and establishing new cultural ties in the context of creative industry of Ukraine. The purpose of the article is to define the development of cultural tourism as a narrative of the competitiveness of creative industries of Ukraine, through the prism of cultural reflection. The methodology of the research is based on a comprehensive analysis of the narrative characteristics of cultural tourism as a driver of the development of creative industries; analytical, structural-logical and comparative methods, which ensured the systematization of the main classification approaches to cultural tourism in the environment of creative industries, as well as the identification of the functional role and creative practices for the development and popularization of tourist destinations of Ukraine, through the prism of the regional aspect; sociological method for conducting an expert survey on the needs and preferences of tourists; methods of theoretical generalization used to form and substantiate conclusions; historical and cultural approach, with the help of which the evolutionary changes of the motivational needs of creative travelers are highlighted, as well as the peculiarities of cultural reflections, narrative and development in the context of the development of creative industries in Ukraine are revealed. The scientific novelty consists in the presentation of the results of the study in the presentation of the results of the research on the development of cultural tourism as a narrative of the competitiveness of the creative industries of Ukraine; formulation of the definition of «creative traveler» based on the systematization and generalization of scientific research; generating creative methods of attracting tourists. Conclusions. The study revealed the theoretical and practical vectors of the development of cultural tourism as a narrative of the competitiveness of creative industries in Ukraine. It’s substantiated that the formation of a narrative about the colorfulness and diversity of Ukrainian culture, cultural heritage, the uniqueness and attractiveness of every corner of the country, the offers and activities of the sectors of creative industries attracts creative travelers. The importance of metaphor interpretation, personality enculturation, and heuristic searches for description, reflection and creative methods of attracting tourists Ukraine is emphasized in the context of creative practices of cultural tourism development in. It is argued that the formation of the motivation of creative travelers involves the implementation of interactive and educational programs for tourists, the development of creative directions and forms of recreational leisure, partnership with local communities, the implementation of marketing and didgital technologies, the development and popularization of thematic tourist cases, state-public partnership, internationalization of cultural events and development of creative spaces.