INTANGIBLE CULTURAL HERITAGE AND ITS POTENTIAL IN THE DEVELOPMENT OF AN INNOVATIVE TOURIST PRODUCT

Abstract

The article presents the definition and significance of intangible cultural heritage (ICH). The author identifies the unresolved parts of the general problem of using ICH in tourism. Examples of research by domestic and foreign scientists of intangible culture as a tourist resource are considered. The practices of using elements of ICH in tourism in Turkey, Spain, and the common element of Nowruz, as suggested by several countries of the Muslim world, are presented, which is relevant for the development of the national tourism industry. Particular emphasis is placed on the successful experience of the world leader in tourism, Spain. In this country, a large number of elements of the ICH have become tourist magnets and, without prejudice to the communities that bear intangible culture, demonstrate a harmonious example of the balance of preservation and popularization. The algorithm of interaction between state authorities, their subdivisions, and public organizations in the process of identifying elements of intangible culture and supporting their vital activity, respectively, in accordance with the acts adopted by UNESCO, is demonstrated in the form of a diagram. The author examines the concept of a tourist product of a territory with an emphasis on its attractiveness based on intangible cultural heritage. The article discusses the idea of using intangible cultural heritage, which has the potential to create a brand of the territory around which a tourist location is formed and conditions for the formation of a tourist cluster are created. For this purpose, a quantitative and, partially, qualitative analysis of elements of intangible cultural heritage in all regions of Ukraine was conducted. The content of the preservation lists for the period 2018-2023 both in individual regions and in the National List, including the elements accepted and submitted for consideration to the UNESCO Representative List from Ukraine, is considered. The paper considers the need for the practical formation of an algorithm that can be used to determine the use of intangible cultural heritage elements in tourism. At the same time, the author emphasizes the impossibility of misusing ICH for the purpose of obtaining excessive and illegal profits by tour operators and commercialization of elements.