ROLE OF CULTURAL TOURISM IN FORMATION AND PROMOTION OF TERRITORY AND STATE IMAGE
Abstract
The article is aimed at studying the peculiarities of cultural tourism and its role in formation and promotion of territory and state image. Definitive analysis of terminological and categorical apparatus has been carried out and the terms «cultural tourism», «territory image» and « state image» have been presented in author's interpretation. Role of cultural tourism in formation and promotion of the image through allocation of a number of tasks has been updated: attracting tourists’ attention, creating a positive image, economic development, international cooperation. It was established that study of the role of cultural tourism in formation and promotion of the image is important for the development of strategies for tourism development, attracting investments and increasing international attractiveness of a specific territory or state. Questions of development of infrastructure to support cultural tourism using such objects: museums and exhibition centers, architectural monuments and cultural heritage, cultural events and festivals, information and transport infrastructure, development of cultural and tourist industry are disclosed. Positive aspects of cultural tourism in formation and promotion of territory and state image are defined: attractiveness of cultural objects and events, expansion of cultural exchange, increase of international prestige, stimulation of tourism industry development, stimulation of economic development. Negative aspects of cultural tourism are allocated, which include risks of loss of authenticity of cultural objects: commercialization and commercial exploitation, change of local way of life and traditions, pollution and destruction of the environment, loss of authenticity and identity, conflicts with the local population. Role of cultural tourism at the level of territory and state is defined. Recommendations for increasing the role of cultural tourism in formation and promotion of the image at the territory level (development of tourism infrastructure, promotion of local cultural events, stimulation of cooperation with local artists and craftsmen, creation of information materials and tour products, involvement of the local population) and the state (strategic planning, marketing campaigns, attraction of investments, support of education and cultural exchange, partnership with the private sector and public organizations).
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