ІНТЕГРАЦІЯ ТУРИЗМУ В ПРОЦЕСИ КУЛЬТУРИ

The purpose of the article is to study the integration of tourism into the processes of transformation of modern society and culture. The research methodology involves the use of historical, bibliographic and analytical methods. The scientific novelty of the article consists in substantiating the expediency and necessity of analysing the phenomenon of tourism at the social and philosophical, philosophical and cultural levels. Conclusions. Tourism appears as an innovative phenomenon of the global society and is crucial for the creation of modern civilization since it affects the formation of cultural, economic, social, informational, scientific, spatial models of the organization of human activity. It can be argued that tourism integrates the most important processes of transformation of modern society and culture. Therefore, tourist activity can be considered as one that belongs to cultural studies. This means that the management of this sphere requires not only knowledge of economic laws, but also their cultural understanding. At the same time, modern research has not yet identified the essential features of tourism as an institution located at the intersection of culture and economy. Tourism as a global cultural phenomenon reflects the processes of creating, translating and reproducing behavioral strategies implemented by tourists in each historical epoch. The multiplicity of cultural meanings in the practices of modern tourism is associated with the increase in the intensity of spatial mobility in the growing pace of global civilizational processes, “compression” of geographical space due to the growth of travel speed, acceleration of the virtualization of all spheres of public life under the influence of digital technologies; with innovative changes in the way of life, which accelerate the transformation of sociocultural stereotypes, types of consumption and communication models. A modern tourist is becoming more interested in meeting the individual needs for the development of cultural values while traveling, the search for a new experience of seeing the world, the development of creative abilities, resulting in the emergence of numerous tourist practices focused on interactive behavior.