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.