CULTURAL MEANING OF HANAMI AND ITS ROLE IN JAPANESE EVENT TOURISM

The article is devoted to the cherry blossom festival (Hanami) as an important element of Japanese culture and its role in the development of event tourism. The novelty of the study is the relevant analysis of the demand, advantages, and disadvantages of event tourism in Japan related to the Hanami festival. The objectives of the study include analyzing the cultural significance of Hanami, its historical roots, traditions, and symbolism; studying the impact of Hanami on the tourist flow to Japan; and identifying the social aspects and cultural features of Hanami for tourists and locals. The purpose of the article is to identify the cultural significance and role of Hanami in Japan's event tourism, as well as the prospects for its development. The results presented in the article suggest that Hanami plays an important role in Japan's event tourism, and its cultural significance is significant for both locals and tourists. The features of the holiday's processes have been identified; it has been shown that "overtourism" (English: overtoutizm) can have a negative impact on the quality of visitors' experiences, on the cultural perception of the holiday, and, as a result, on the decrease in interest in this cultural heritage; recommendations have been proposed for the further development of event tourism in Japan related to the Hanami holiday.