ART TOURISM AS AN ELEMENT OF CULTURAL DIPLOMACY AND INTERCULTURAL COMMUNICATION

Abstract

The relevance of the research: the growing importance of art tourism as an effective tool for cultural diplomacy and intercultural communication is particularly relevant in a globalised world, especially in the context of post-crisis recovery. Art tourism, as a form of ‘soft power,’ helps countries strengthen their international image and mutual understanding by harnessing the emotional potential of art. Subject research: art tourism as a structured multidimensional form of cultural tourism used for intercultural dialogue, cultural diplomacy, the formation of symbolic capital and the diplomatic presence of a country on the international arena. The purpose of the study is to analyse art tourism as a tool for cultural diplomacy and intercultural communication, identify key socio-cultural and economic factors that increase the attractiveness of destinations through the integration of art, cultural heritage and tourism. Research methodology: an interdisciplinary approach was used, with analysis of sources from international scientific databases (Scopus, Web of Science), professional publications (The Art Newspaper) and digital museum platforms (Google Arts & Culture, Europeana). A comparative analysis of international cases (Louvre Abu Dhabi, Vermeer exhibition in Amsterdam, etc.) was conducted, as well as a content analysis of art project materials and their impact on the formation of cultural dialogue. The results of the study: a model of interaction between key participants in art tourism has been developed: artists, cultural institutions, tourist organisations and government agencies. The main factors contributing to the effectiveness of art tourism initiatives (economic, social, cultural, institutional) have been identified, and the potential of art tourism in transforming regions after crises and wars has been demonstrated. Recommendations have been formulated on adapting the art tourism model for Ukraine’s post-war recovery. Practical Significance: the results can be used by government agencies, cultural institutions, museums, and tour operators in the implementation of international art and tourism projects, the creation of national and regional strategies for cultural cooperation, and the restoration of cultural heritage.Conclusions: art tourism, as an interactive and emotionally rich form of cultural tourism, is an effective tool for intercultural communication and cultural diplomacy. The proposed model of interaction between participants allows for the creation of successful cross-border cultural initiatives, the formation of a positive international image of countries and regions, and the promotion of mutual understanding and intercultural dialogue.