Public Creativity as an Indicator of the Competitiveness of Tourist Destinations

The purpose of the article is to analyze theoretical approaches and concepts to the concept of "public creativity", to determine its multifaceted resource in the processes of effective functioning of tourist destinations. The research methodology includes general scientific principles of systematization and generalization of the investigated problem, which allowed to define and scientifically substantiate existing theories, conceptual approaches to understanding such concepts as: "public creativity", "indicators of creative influences", "tourist destination". The purpose and tasks of the article determined the application of an axiological approach, which allowed to reveal the interdisciplinary nature of the considered theories, to reveal personalized scientific positions. The use of the analytical method made it possible to reveal the conceptual foundations for further scientific perspectives of understanding the applied cultural effects of public creativity in the light of strategic planning, transformation and restoration of tourist destinations in Ukraine. The scientific novelty consists in carrying out a cultural understanding of the concept of "public creativity" as an important indicator in building the cultural attractiveness of tourist destinations. For the first time, the concept of "public creativity of tourist destinations" was thematized in the scientific discourse of applied cultural studies. Conclusions. Public creativity consists of individual creative qualities of a person, developed intuition, professional knowledge, personalized ambitions, courage to take risks and faith in success. Public creativity becomes a multifaceted resource of quality life, unique image, professional prospects and partnership interaction. The development of public creativity requires the development of a clear system and model. Promising scientific approaches to modeling social creativity include: acquiring knowledge about the theory and practice of creativity development; theoretical understanding and applied skills in identifying, forming and analyzing indicators of creative influences; motivational tools for public creativity; personality development in the conditions of building a creative society, conceptual priorities of forming a creative citizen; public creativity as a derivative factor of economic development; innovative technologies for stimulating creativity in various professional spheres and public events. Creativity should become a key component in the acquisition of civic (social) competences and should occupy a key position in the system of continuous education, because the formation of a creative thinking mass of Ukrainians will allow to invent rational solutions for the perspective reconstruction and further development of Ukraine, to establish a partnership dialogue with creative business. The phenomenon of public creativity is a promising area of applied cultural studies.