CULTURAL TOURISM AS A FACTOR IN SAVING AND DEVELOPING OF THE KIROVOHRAD REGION CULTURAL HERITAGE

Abstract

Cultural tourism is one of the biggest obvious and effective means to integrate cultural heritage into the modern social-economic regional space, operationalize and turn it into a development resource. The purpose of the work lies in considering the current status and problem connected with the becoming of cultural tourism as a factor in saving and developing the cultural heritage of the Kirovohrad region. The research methodology is based on the synergistic and culturalogical approaches that allow us to look at cultural heritage as the synthesis of material and non-material components, a complex and open system that develops itself and also as the tourist resource in the frame of which occurs the integration of the traditional content with the modern practices. Also in the work the general-scientific methods (analysis, systematization of theoretical knowledge) were used, and the structural-functional approach that helps to determine the contribution of cultural tourism in saving and developing the cultural heritage of the Kirovohrad region. The scientific novelty of the research is in the fact considered for the first time the peculiarities of cultural tourism of the Kirovohrad region as a factor in saving and developing the cultural heritage of the region. Conclusions. It confirms that the peculiarities of this direction development of the tourist activity in the Kirovohrad region are, firstly, its "collaboration" with eco-tourism (village or green tourism), their cooperation and connection and, secondly, differentiation or internal branching when in the frames of cultural tourism in the region a number of its sub-types (segments) are singled out: festival or event, library, "book-literary", archaeological, etc. It is emphasized that one of the innovative directions is the construction of the cultural-tourist space of the Kirovohrad region at the modern stage thanks to digital marketing, social media, integrated marketing communications, etc., and also there is an important, in methodological aspect, concept of a "tourist narrative" that allows to look newly at the configuration of the contest connection in the structure of this space and on the tourist cluster.