Purpose. To analyze and explore the possibilities of using creative approaches to the creation and promotion of Ukrainian souvenirs as a tool for preserving and popularizing cultural heritage.
Design/methodology/approach. To substantiate the need to study and improve the competitiveness of Ukrainian souvenir products through the introduction of creative approaches, the author uses the method of literature review. To study the essence of Ukrainian souvenirs, the author uses the methods of scientific research of theoretical and logical explanation, systematization and clarification.
Findings. This study has shown the high importance of Ukrainian souvenirs in the process of preserving and popularizing Ukraine's cultural heritage. The survey found that innovative and creative approaches to the production of souvenirs significantly increase their attractiveness among consumers, especially among tourists interested in national culture. In particular, 90.6% of respondents showed an active interest in traveling to Ukraine, and 32.1% of them frequently visit tourist destinations, which indicates the country's popularity as a tourist destination. The majority of respondents are interested in purchasing souvenirs as symbolic reminders of the places they have visited, with a particular focus on those that reflect national identity and cultural characteristics. Creative souvenirs that combine traditional elements with modern technology and design are well received by consumers and contribute to the promotion of Ukraine's cultural values on the international stage. Thus, Ukrainian souvenirs not only promote tourism, but also play an important role in preserving cultural heritage and stimulating the local economy through the use of traditional techniques and local materials. The research shows that the introduction of innovative technologies in the creation of souvenirs is a key factor in the successful development of tourism in Ukraine and the preservation of the national cultural heritage. Based on the results obtained, it can be concluded that creative and innovative approaches to the production and promotion of Ukrainian souvenirs are key factors for the preservation of national cultural heritage and tourism development. Research shows that souvenirs that combine traditional elements with modern design and technology have a significant impact on shaping a positive image of the country and increasing interest among both locals and international tourists. The introduction of innovations such as 3D modeling of historical monuments and the use of eco-friendly materials helps to popularize Ukrainian culture and adds value to souvenirs. In addition, the integration of souvenirs into tourist services and active digital marketing allows for effective audience expansion and stimulates interest in Ukrainian cultural heritage. Thus, modern souvenirs are not only an element of national identity, but also a powerful tool for the development of tourism and cultural diplomacy in Ukraine.
Practical significance. Specific recommendations are offered for the development of tourism through the use of modern souvenirs, combining traditional Ukrainian elements with innovative approaches. The strategies outlined in the article can be applied in real business, the tourism industry and the production of souvenirs.
Originality/value. The originality and value of the article lies in the combination of traditional Ukrainian cultural heritage with modern technologies and creative approaches for the development of the souvenir industry. New ideas are proposed, such as creating souvenirs using 3D models of historical monuments and integrating augmented reality (AR), which makes it relevant in the context of global trends and modern tourist needs. The value of the work is also manifested in practical recommendations for souvenir producers and travel companies on the use of eco-friendly materials, innovative designs, and interactive elements. This approach contributes to the popularization of Ukrainian cultural heritage both nationally and internationally, while opening up new opportunities for the development of Ukraine's economy and tourism.
