INNOVATIVE STRATEGIES AND SCIENTIFIC APPROACHES TO THE DEVELOPMENT OF ENTREPRENEURIAL CULTURE AMONG FUTURE PROFESSIONALS IN THE TOURISM AND RECREATION SECTOR

The article presents a comprehensive theoretical and methodological analysis of the development of entrepreneurial culture in future professionals in the tourism and recreation sector, viewed as one of the key directions in the modernization of professional education in Ukraine. The relevance of the study is driven by the need to revise approaches to training personnel for the tourism and recreation industry in the context of growing global competition, the expansion of the digital economy, rapid labor market transformation, and escalating socio-economic challenges. These trends demand a heightened level of entrepreneurial thinking, initiative, creativity, and adaptability. Entrepreneurial culture in contemporary academic discourse is regarded as an integrative characteristic of the individual, encompassing cognitive, motivational, value-based, and behavioral components that ensure readiness for innovative, project-oriented, and autonomous professional activity under conditions of risk and uncertainty. The article highlights the essential features of entrepreneurial culture within the tourism and recreation context, where it serves as a prerequisite for the effective execution of professional functions related to the development of tourism products, service provision, marketing interaction, local initiative promotion, and territorial branding. The study examines five key approaches to cultivating entrepreneurial culture among higher education students: competence-based, activity-based, personality-oriented, integrative, and technological. The potential of each is outlined in terms of developing relevant competencies, motivational orientations, and practical skills. Emphasis is placed on the importance of creating an educational environment that encourages student initiative, fosters leadership potential and creativity, and facilitates partnerships with stakeholders in the tourism industry, as well as the integration of digital tools for simulating entrepreneurial activities. Finally, the article substantiates the prospects for implementing the proposed strategies into the practices of higher education institutions, particularly through curriculum revision, the enhancement of methodological support, and the professional development of academic staff capable of acting as agents of change.