LINGUISTIC AND COMMUNICATIVE CREATIVITY MODEL IN ENGLISH LANGUAGE LEARNING: IMPLEMENTATION FOR TOURISM SPECIALISTS

This study examines the effectiveness of organized creative communication education events with an emphasis on professional development and service quality enhancement in the tourism sector. The study utilizes a mixed methods approach involving 127 tourism undergraduates from three universities divided into experimental (n=64) and control (n=63) groups. The study includes three main phases: initial assessment of communication barriers, implementation of a systematic training regime and evaluation of lasting outcomes. The training program combined academic frameworks with practical applications, emphasizing intercultural communication, crisis management and innovative problem-solving strategies. This study makes a significant contribution to the understanding of how creative communication competences can be developed and sustained in tourism professionals. The results suggest that systematic intervention can create lasting and beneficial transformations in personal behavior and organizational ethos. The expanding tourism sector is facing new challenges, making the development of creative communication skills through structured training a crucial investment for both individual and organizational success. This study enhances tourism education and professional development by providing an evidence-based framework for creative communication training.