Models of Interaction between Hotels and Creative Industries Representatives in the Murmansk Region, Russia

The research is dedicated to investigating the existing interactions between hotels and creative industries representatives, such as music, gastronomy, design, cultural institutions and other art centers operating in the Arctic region of Russia. Currently, there is a growing interest in traveling to the Arctic, but many people refuse such trips due to the undeveloped infrastructure of accommodation facilities. This leads to the fact that the tourism potential of the region remains untapped. In this regard, there is a need to explore the possibilities of interaction between hotels and creative industries representatives to create more attractive conditions for tourists in accommodation facilities and increase their competitiveness. The research aims to identify and analyze the existing models of interaction between hotels and creative industries representatives, discover which creative industries are the most suitable for collaboration with hotels and suggest models for building mutually beneficial relationships. To attain this objective, a qualitative approach was chosen utilizing in-depth interviews with experts from the hotel and creative industries sphere as the primary data source, and the content research of websites and social media of the participating establishments to support the results. As a result of the research, examples of successful interaction experience in the Murmansk region were reviewed. Furthermore, the findings underscore the significance of creativity in the hospitality sector and cross-sector interactions for creating unique guest experiences, promoting cultural enrichment and increasing competitive differentiation. The contribution of the study is a description of existing interactions between hotels and creative industries representatives, as well as proposed interaction models that can be used to strengthen the competitive advantage and promote Arctic tourism. Key words: hotels, creative industries, interactions, collaborations, Arctic, tourism.