Impact of Current Tourism Trends on the Formation of Leisure Culture: Ukrainian Context

The purpose of the article is to analyse the impact of current tourism trends on the formation of leisure culture. The research methodology consists of the analysis of the primary statistical and scientific sources on the impact of tourism trends on the shape of leisure culture, interdisciplinary synthesis of the main forms of actualisation of tourism trends on the localisation of tourist flows, methods of deduction and induction, as well as content analysis. Scientific novelty. The article identifies current tourism trends of our time, which will significantly shape leisure overculture. The author grounds and introduces into scientific use of the theory of cultural studies and tourism studies the concepts of “tourism trend” and “leisure culture”. Conclusions. Based on the analysis of statistical materials of the World Tourism Organization (UNWTO), data from United Nations experts, the history of tourism development vectors in the context of a pandemic is summarised. The article describes and analyses current tourism trends that will impact the formation of leisure culture in the years to come. In particular, the development of domestic tourism under the condition of improving its service; the use of social networks for marketing and marketing of a tourism product; the development of internet technology, 24-7 blogging support; the development of virtual tourism, which is provided by virtual (VR) and augmented (AR) reality; 24-7 customer support chatbots (chatbots); robot staff in the system of essential tourism services (transport, accommodation and leisure services). Thus, if there is an improvement of domestic service, the current tourism trends will create an environment where we can expect Ukrainian tourism to be a significant segment of leisure culture.