DEVELOPMENT OF CREATIVE TOURISM FOR COMMUNITY SOCIAL ENGAGEMENT

Abstract

The study explores the development of creative tourism as an instrument for

community social engagement. In contemporary tourism, ensuring not only economic efficiency but

also social value has become essential. Creative tourism emphasizes the active participation of

tourists in cultural, artistic, and local practices, fostering interaction between visitors and

community members, preserving local traditions, and strengthening regional identity. The study

highlights the potential of creative tourism to contribute to both economic growth and social

cohesion within local communities.

The subject of the study is the mechanisms and practices of creative tourism that promote

the active involvement of community members in shaping tourist products, organizing events,

conducting workshops, and developing creative clusters. The methodology includes a

comprehensive analysis of theoretical sources on creative tourism, case studies of international and

domestic practices, and comparative evaluation of successful models of community engagement.

Particular attention is given to identifying challenges and opportunities for integrating local

populations into the tourism process.

Key findings demonstrate that creative tourism contributes to social engagement through

four main dimensions: economic, cultural, social, and educational. Economically, it generates new

jobs and income streams, supporting small businesses. Culturally, it enables communities to

preserve and promote their heritage, crafts, and traditions. Socially, it fosters interaction among

diverse social groups and encourages volunteer initiatives. Educationally, it provides opportunities

for learning new skills and participating in creative processes for both tourists and locals.

The study presents practical examples from Italy (Tuscany), Spain (Barcelona), Thailand

(Chiang Mai), and Ukraine (Lviv region), illustrating how creative tourism can successfully

integrate communities into tourism activities. The research also identifies key challenges, including

insufficient professional training, limited financial resources, risk of over-commercialization,

seasonal fluctuations, and inadequate coordination among authorities, businesses, and communities.

Based on the findings, the study recommends a multi-level approach to develop creative

tourism: establishing creative clusters and cooperative platforms for local artisans and

entrepreneurs, investing in training programs for community members, leveraging digital

technologies for marketing and promotion, supporting local festivals and events, and maintaining a

balance between commercialization and authenticity. Effective implementation requires

collaboration among communities, governmental bodies, and private sector stakeholders.

In conclusion, creative tourism serves as a powerful tool for community social engagement,

combining economic benefits with cultural value and social integration. Its development strengthens

local identity, enhances residents’ skills, creates employment opportunities, and improves the

regional image. Active community participation ensures sustainable socio-economic development,

fostering a harmonious environment for both tourists and local populations.