Aim. The presented study aims to comprehensively analyze the problem of including creative thinking as a separate competence – an essential element of soft skills – into the results of mastering academic disciplines to increase the development resource of a service enterprise through the example of the event industry as part of the creative industry.Tasks. The authors investigate the correlation between the event industry and creative industries; substantiate the importance of creative thinking for an event industry specialist and the need to introduce creative thinking training into academic programs in the field of congress and exhibition activities.Methods. The theoretical and methodological basis of this study includes the works of Russian and foreign scientists and experts in the field of creativity and its role as a resource for the development of enterprises. The study uses the following types of analysis: comparative (comparison of approaches, ideas, experience of different countries in investigating the composition of creative industries), hermeneutic (interpretation of various aspects related to the analysis of the needs of educational practices in the development of creative thinking), and systems analysis.Results. The main problem of the study is a result of the current trends in the development of the creative economy and the event industry as its element. Today, there is no formalized market for creative industries with clear forms, rules, and subjects in Russia. There is no legislative framework or structured legal and financial mechanisms to support and develop creative industries. This is due to the fact that there is a background problem: creative industries are counter-intuitively distributed across the sectors of the Russian economy. The study also addresses the problem related to the concept of "creative industry", its content and limits, insufficient elaboration of questions about the justification of the place of the event industry and its affiliation with creative industries, lack of theoretical and practical developments in the field of creative thinking in the training of event industry specialists. This study serves as a prerequisite for reconsidering the role and importance of developing creative thinking skills as a mandatory element of the training of personnel for the event industry. The results of the study include opportunities for preparing applied solutions to the problem of developing creativity skills at the present stage of the event industry being promoted in Russia as a dynamically developing industry and the need to increase its contribution to the national economy. In particular, the main signs of the event industry's affiliation with creative industries in the modern interpretation of the content of this concept are identified, and the need to consider creative thinking as a separate competence for training in the field of the event industry is assessed.Conclusion. The special role of creative thinking is revealed, substantiating the need to distinguish a separate creative thinking competence and to consider it as an integral component of the results of mastering most of the disciplines of the professional cycle in the training of specialists for the event industry. From the authors' perspective, this will help to minimize the gap between the needs of the market and the essence of current educational programs, and to facilitate the comprehensive formation of the desired "advanced professional competencies" and "skills of the future".

Aim. The presented study aims to conduct a comprehensive phenomenological analysis of creativity as a resource for the development of a service enterprise through the example of the creative activity of event agencies. Tasks. The authors examine the phenomenon of creativity and develop a theoretical framework for considering creativity as a resource for the development of a service enterprise through the example of event agencies; identify the indicators of creativity of a service enterprise; develop a scale of creativity of event agencies operating in the modern services market. Methodology. The theoretical and methodological basis of this study includes the works of Russian and foreign scientists and experts in the field of creativity and its use as a resource for the development of service enterprises. The authors use the phenomenological method (to examine the phenomenon of creativity as a whole), comparative (comparison of approaches, ideas, and experience of different countries in the field of creative activity), hermeneutical (interpretation of various aspects related to the analysis of creativity), and systems analysis. To examine the indicators of creativity of event agencies, this study uses quantitative and qualitative analysis of information materials published on the official websites of the examined cities, convention and event agencies, statistics of professional associations of congress and exhibition organizations, including the International Congress and Convention Association (ICCA), as well as other analytical reports, expert opinions, and applied research on the topic. The study analyzes statistics on the number and themes of events held in each city, event infrastructure, the range of provided services, and the level of service. The cities are then comparatively analyzed based on the results of examination of each city, and general conclusions are formulated. Results. The main problem addressed by this study is associated with the concept of “creativity”, its content, degree, limits, and risks. The scientific novelty of the study is predicated upon the insufficient investigation of the problem of creativity as a resource for the development of a service enterprise. This study is one of the first attempts to develop a methodology for comprehensively analyzing the phenomenon of creativity with regard to event agencies. The results obtained during the study are vital for the theoretical conceptualization and practical solution of the problem of creativity in the context of economic knowledge: the key indicators of creativity of an event agency are identified and a creativity assessment model is developed based on the range of possible manifestations of creativity in the professional activity of event agencies. Creativity is analyzed as a resource for the development of a service enterprise through the example of the activity of event agencies. Eight indicators of creativity of an event agency are identified and an assessment scale is developed. The creativity indicators include “fluency”, “flexibility”, “originality”, “elaboration and synthesis”, “redirection”, “redefinition”, “reinitiation”, and “generation”. These eight indicators are incorporated into a creativity scale based on the Likert scale, which makes it possible to assess the degree (level) of creativity of an event agency on a scale of one to ten. As a result, the following problems are solved: the essence of the concept of “creativity” is determined and its main features are identified by analyzing the specific aspects of the modern MICE industry landscape. Scientific information on the topic is analyzed, systematized, and generalized. Russian and foreign experience of using creativity as a resource for the development of a service enterprise is comparatively analyzed. Conclusions. The special role of creativity as a resource for the development of an event agency is revealed, and the indicators of the agency’s creativity are formulated. A creativity scale is developed. The correlation between the competitiveness of a service enterprise and the use of the creative resource in its development is determined. This study is one of the first attempts to develop a methodology for comprehensively analyzing the phenomenon of creativity with regard to event agencies. The results of the study are important for the theoretical conceptualization and practical solution of the problem of creativity in the context of economic knowledge.

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Ключевые слова: экологическое сознание, экологизация сервиса, качество обслуживания, принципы обслуживания, концепция, здоровье, санаторно-курортный комплекс, услуги, стандарты предприятия, клиенториентированные технологии обслуживания, рациональное использование рекреационных ресурсов.В современных исследованиях, посвященных взаимоотношениям природы и общества, значительное внимание уделяется вопросам экологизации организации деятельности и функционирования санаторно-курортных комплексов, подчеркивается необходимость рационального использования природных рекреационных ресурсов. Развитие общества требует пересмотра ряда парадигм с целью совершенствования этих отношений, так как воздействие общества на природу достигло критического уровня, за которым следует полное разрушение экосистемы. Целью данного исследования является формирование новой концепции управления качеством санаторно-курортных услуг, в основу которой положена экология, здоровый образ жизни и высокий сервис. Объектом исследования авторами приняты санаторно-курортные комплексы, а предметом -экологизация сервисной деятельности санаторно-курортного комплекса в области обслуживания клиентов. В качестве рабочей гипотезы было выдвинуто предположение, что экологизация сервиса выступает фактором повышения качества санаторно-курортного обслуживания. Установлено, что в настоящее время вопросы экологизации охватывают все сферы разумной человеческой деятельности. Однако, она рассматривается как процесс, обеспечивающий устойчивое развитие любой антропогенной системы и осуществляемый в соответствии с принятыми нормами и правилами, и не рассматривается с позиций качества обслуживания. Это в полной мере относится и к санаторно-курортным комплексам. Авторами выявлены основные факторы, определяющие внутреннюю экологизацию сервиса, а именно: современную технологию обслуживания, профессионализм и компетентность обслуживающего персонала, управление качеством обслуживания, функционально -планировочные решения. Выявление факторов и трендов изменения требований общества к здоровой среде позволило авторам сформулировать основные положения концепции экологизации сервисного обслуживания клиентов в санаторно-курортном комплексе. Теоретическая значимость заключается в уточнении понятия «экологизация сервиса», под которой понимается совершенствование процессов обслуживания с точки зрения экологичности, а также создание экологически благоприятных и востребованных современным потребителем санаторно-курортных услуг. Практическая значимость связана с возможностью повышения эффективности (результативности) деятельности санаторно-курортного комплекса за счет повышения качества обслуживания с учетом экологизации сервиса.

The article examines the essence of tourism and sports as independent socio-economic systems and as subsystems of a higher order - the economy of the state, and on this basis, the authors’ concept of institutional approaches to the formation of the system structures of organizational and economic models of their development is proposed, taking into account the sectoral clustering in the creation of tourist sports and entertainment destinations and recreational complexes.