Culture as a resource of an experience economy

Thefirst decade of the XXI century was marked by experience economy (sensations, emotions), whichdisplayed itself as fully as possible in the sociocultural sphere of a post-labour society. There were alot of scientific publications that have been written recently about the cardinal changes in modernsociety 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 along time as a competition of products and companies turned into its new phase - competition ininnovations. Innovations brought to such a phenomenon as co-creation with customers and theeconomy experiences, which became a basis for value and a foundation for innovations. In accordancewith the position of C.K. Prahalad, V. Ramaswamy features of new products created with customersand 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 economyexperiences a central place is occupied by culture, which is mean as a source, a reservoir of newmeanings, stereotypes and myths and, of course, impressions? It has long been observed that indeveloped European countries for a quite a long time is realized the evolutionary transition to a newtype of socio-economic development - post-informational, post-industrial society. Culture in this typeof society, not only changes the scope of employment, but also changes the type of communications. Itis exactly structure information exchange, knowledge and services. Culture saturates the space of lifeand work with meanings and symbols. If that space has no deep foundations, roots, culture creates itslaboratory, feigning cultural traditions. But what means feigning in tourism, feigning which isconnected 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 desireeconomy, 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 potentialusing of meanings, images, symbols and cultural heritage in general. Projects are based on the strongassumption that culture accumulates all the positive effects in that case, if there is real coordinationamong all actors involved in the formation of a new image area, community, and urban environment.

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