The commercial imperative as a factor in the transformation of commemorations of cultural and historical reenactment

The reflection of the processes of commercialization of the past in the context of the «experience economy», characterized by significant changes in the content and structure of cultural consumption is studied. Through commemorations of cultural and historical reenactment, the specificity of the process of transformation of public representations of historical images into a cultural product intended for mass consumption is revealed. The study identifies problems that indicate the multidirectionality of the processes of commercial transformation of commemorations of reenactment. The commercialization of the past makes it possible to fully realize the creative and constructive and inclusive potential of cultural and historical reenactment. A confirmation of this is commemorative projects aimed at preserving and updating the cultural and historical heritage of Russian cities in order to design tourist attractions, develop event tourism, immersive programs that create an atmosphere of full immersion in the past. At the same time, their implementation demonstrates the commercial vulnerability of such projects and the complexity of submission of cultural projects created by reenactors to logic and market relations. The problem of reduction of symbolic images in the context of tourist discourse arises.