Culture as a resource of an experience economy
The first decade of the XXI century was marked by experience economy (sensations, emotions), which displayed itself as fully as possible in the sociocultural sphere of a post-labour society. There were a lot of scientific publications that have been written recently about the cardinal changes in modern society and its economy. They are full of terms such as «attention economy», «dream society», «market of emotions», «the age of access», «the support economy», «the experience economy». According to the ideas developed in those scientific research papers, the competition that exists for a long time as a competition of products and companies turned into its new phase - competition in innovations. Innovations brought to such a phenomenon as co-creation with customers and the economy experiences, which became a basis for value and a foundation for innovations. In accordance with the position of C.K. Prahalad, V. Ramaswamy features of new products created with customers and expanding of experience economy, its extend to different spheres are already visible. The question, which, however, till to this day has not been resolved is the question of whether or not in this economy experiences a central place is occupied by culture, which is mean as a source, a reservoir of new meanings, stereotypes and myths and, of course, impressions? It has long been observed that in developed European countries for a quite a long time is realized the evolutionary transition to a new type of socio-economic development - post-informational, post-industrial society. Culture in this type of society, not only changes the scope of employment, but also changes the type of communications. It is exactly structure information exchange, knowledge and services. Culture saturates the space of life and work with meanings and symbols. If that space has no deep foundations, roots, culture creates its laboratory, feigning cultural traditions. But what means feigning in tourism, feigning which is connected with leisure? Does not the concept of feigning contradict with the idea of authenticity, which has always been committed to the organizers of leisure-time activities, tourism? No, it does not. In the context of contemporary trends culture started to regard as the most powerful resource of desire economy, as a strong and almost real actor, which initiate new life practices, new patterns of behavior, including consumer behavior. Experts in culture learning and "mapping" available resources of culture, develop appropriate management techniques and develop specific projects related with the potential using of meanings, images, symbols and cultural heritage in general. Projects are based on the strong assumption that culture accumulates all the positive effects in that case, if there is real coordination among all actors involved in the formation of a new image area, community, and urban environment.