DEVELOPMENT OF ENTREPRENEURIAL CULTURE AMONG FUTURE TOURISM AND RECREATION PROFESSIONALS AS A CHALLENGE IN EDUCATIONAL SCIENCES

The article analyzes the development of entrepreneurial culture among future professionals in the field of tourism. Entrepreneurial culture in tourism and recreation is conceptualized as an integrated system of knowledge, skills, value orientations, and behavioral models that shape the ability to initiate, develop, and effectively manage tourism and recreation projects in a dynamic market environment. It is substantiated that contemporary trends in the development of entrepreneurial culture among future tourism and recreation specialists include the integration of entrepreneurship education into academic curricula, digitalization of entrepreneurial activities in tourism, orientation toward sustainable and responsible tourism, development of soft skills in entrepreneurial training, project-based learning, entrepreneurial mentorship and networking, globalization and expansion of international entrepreneurship, gamification and application of interactive learning methods, the growth of the creative economy in tourism, as well as adaptation to crisis conditions and flexibility in business models. The study substantiates the principles underlying the formation of entrepreneurial culture among future tourism and recreation professionals, including the integration of theoretical knowledge with practical experience, innovation and creativity, sustainable and responsible entrepreneurship, customer orientation and communication competence, digitalization and technological proficiency, entrepreneurial initiative and independence, an interdisciplinary approach, adaptability and flexibility, partnership and networking, as well as continuous professional development. It is demonstrated that the structure of entrepreneurial culture among future tourism and recreation professionals consists of the following key components: the cognitive component (a system of knowledge on entrepreneurship and tourism business management), the operational-activity component (practical business and project management skills), the motivational-value component (internal motivation, initiative, social responsibility), the creative-innovative component (idea generation, application of creative approaches and digital technologies), the communicative component (business interaction skills, customer orientation, and intercultural communication), and the adaptive-strategic component (ability for flexible management, strategic planning, and adaptation to changes in the tourism business). The findings contribute to the theoretical and practical discourse on entrepreneurial education in tourism by offering a structured framework for fostering entrepreneurial culture, thereby enhancing the professional preparedness of future specialists in the field.