INFLUENCE OF CULTURAL INDUSTRIES ON THE DEVELOPMENT OF THE TOURISM SPHERE: PUBLIC AND ADMINISTRATIVE ASPECT

Abstract

The aim of the article is to clarify the impact of cultural industries on the development of the tourism sector and to formulate recommendations for improving public governance mechanisms in this area. The paper substantiates the relevance of the topic in connection with the growing role of cultural industries in the world economy and the need to adapt successful international practices to Ukrainian realities, in particular in the context of the country’s post-war reconstruction. The research methodology is based on an interdisciplinary approach that combines methods of system analysis, statistical analysis of data from international organizations, case studies of individual cultural events and practices, as well as a structural and functional analysis of the mechanisms of interaction between culture and tourism. The scientific novelty of the proposed research lies in the study of the impact of cultural industries on the tourism sector through the prism of public management. The economic effect of cultural industries at the macro-, meso- and microeconomic levels has been determined, and recommendations for state policy have been formulated. Conclusions. It has been proven that cultural industries are a powerful factor in shaping the tourist attractiveness of territories, providing a multiplicative economic effect and stimulating the development of related sectors. The success of integrating cultural resources into the tourism sector depends on effective public management aimed at developing infrastructure, promoting the country’s brand, attracting investments and preserving cultural heritage. For Ukraine, the implementation of an integrated policy that combines support for cultural industries with the tasks of restoring tourism, forming a positive international image and long-term competitiveness is relevant. The proposed recommendations can serve as the basis for developing state policy strategies in the field of cultural tourism and post-war economic development.