VECTORS OF COMPETITIVE DEVELOPMENT OF TOURISM ENTERPRISES BASED ON CREATIVE INDUSTRIES

Abstract

The article explores theoretical and applied aspects of the competitive development of tourism enterprises based on creative industries in the context of the digital transformation of the economy. It is substantiated that creative industries act as a key driver of innovation in the tourism sector, enabling the formation of new types of tourism products focused on cultural identity, creativity, digital technologies, and customer experience. The main directions of tourism enterprise development are identified, including digitalization, development of partnership networks, implementation of innovative business models, and the formation of creative ecosystems.

The role of synergy between tourism and the creative economy is revealed as a fundamental factor in ensuring sustainable development of the industry. This synergy enhances competitiveness, supports diversification of tourism products, and strengthens the position of tourism enterprises in both domestic and international markets. The study examines specific features of applying creative industries in tourism enterprises, including the development of creative clusters, cultural branding, festival movements, digital tourism services, and the involvement of local communities in creating tourism products.

Key vectors of competitive development of tourism enterprises based on creative industries are identified, including marketing and communication, organizational and managerial, socio-cultural, and innovation-technological directions. The strategy for managing the development of tourism enterprises has been improved by incorporating digitalization as an integral component of creative industries, involving structured stages such as goal setting, strategic analysis, implementation, and performance evaluation.

An approach to modeling the processes of competitive development of tourism enterprises has been developed using economic and mathematical methods, system analysis, and multifactor modeling. The constructed models allow for assessing the impact of creative industries indicators on tourism revenues and the contribution of tourism to GDP. The findings confirm the significant influence of factors such as value added by creative industries, their export potential, and the Global Creativity Index.

The experience of Poland in integrating creative industries into tourism development is analyzed, particularly in the areas of urban revitalization, creative clusters, cultural branding, and digitalization of tourism services. Opportunities for adapting this experience in Ukraine are identified. It is established that the integration of creative industries into tourism enterprises contributes to the creation of innovative tourism products, the development of local communities, and sustainable economic growth.