INNOVATIVE APPROACHES TO THE PRESERVATION, POPULARIZATION AND USE OF CULTURAL HERITAGE IN TOURISM IN THE LVIV REGION

Abstract

The study is devoted to the analysis of current trends and the development of strategies for the effective use of the cultural potential of the region in the tourism industry. It was established that the Lviv region, as one of the leading cultural and historical territories of Ukraine, has significant tourism potential due to its rich architectural heritage, unique historical sites and a variety of cultural traditions. In the modern context, this requires the implementation of innovative approaches to the management, protection and promotion of cultural heritage. The main goal of the study is to identify and substantiate effective tools and technologies that will contribute to the preservation of the cultural heritage of the Lviv region, ensuring its integration into the modern tourism market. The article focuses on the importance of partnership between government agencies, business and civil society in the process of implementing innovative approaches. It was found that the involvement of local communities is key to ensuring the authenticity of the cultural product and its acceptance by both local residents and tourists. Particular attention is paid to the impact of digitalization on the preservation and promotion of cultural heritage. The practical significance of the study lies in the formulation of recommendations for regional policy in the field of cultural tourism, which can be used by public administration bodies, tourism operators and local communities to increase the tourist attractiveness of the region. The proposed measures, in particular the introduction of digital platforms for the promotion of monuments, the development of thematic tourist routes and the activation of creative industries, will contribute to the creation of new jobs and an increase in the socio-economic effect of cultural tourism. Prospects for further scientific research include an in-depth study of the impact of the latest digital technologies (augmented and virtual reality, artificial intelligence) on the interaction of tourists with cultural heritage. Another important direction is the development of mechanisms for inter-sectoral cooperation in the field of tourism and the analysis of world experience in innovative management of cultural heritage, which can be adapted to Ukrainian realities. The implementation of the proposed approaches will contribute not only to the preservation of cultural heritage, but also to the sustainable development of the Lviv region as a unique tourist region of Ukraine.