PLANNING IN CULTURAL AND CREATIVE INDUSTRIES AS A TOOL FOR ACHIEVING SYNERGY OF CULTURAL AND ECONOMIC DEVELOPMENT

Cultural rights are one of the fundamental human rights. The responsibility for creating and implementing cultural policy, which enables their realization, lies with the public authority. The research presented in this paper starts from the assumption that effective management and especially planning in the field of culture must facilitate the bond of culture with other aspects of social and economic life, because it encourages local community development, which directly strengthens the national economy. Therefore, the aim of the research was to generate a scientific overview of the impact of cultural and creative industries on the economy and society in general, while respecting the existing legal and legislative framework. Selected methods from the qualitative methodological framework were used. The results include confirmation of the responsibility of cultural policy for the realization of cultural rights, review of regulatory acts in culture, insight into the evolution and coverage of cultural and creative industries, identification of their potential and argumentation of cultural planning as a prerequisite for effective management and development. This paper presents the original research, which led to new insights and as such represents a contribution to the scientific discourse on the management of cultural and creative industries. It also provides contribution to professional action aimed to realize the potential in this area.