THE ROLE OF MUSEUMS IN THE FORMATION OF THE TOURIST ATTRACTIVENESS OF THE REGION (ON THE EXAMPLE OF MUSEUM OF WOOD OF THE UKRAINIAN NATIONAL FORESTRY UNIVERSITY)

Abstract

Under contemporary conditions, museums serve as important centres for the preservation, research, and promotion of the cultural and spiritual heritage of regions, contributing to the formation of their historical and cultural identity and enhancing the tourist attractiveness of destinations. Today, the concept of a museum has undergone a significant transformation, substantially expanding beyond its traditional meaning. Whereas museums were previously regarded primarily as institutions responsible for the preservation, documentation, and exhibition of historical and cultural assets, they have now evolved into multifunctional socio-cultural institutions that integrate educational, research, cultural, and recreational activities. Through the implementation of contemporary approaches to museum space organisation and visitor engagement, museums have become important centres for leisure, learning, and cultural experiences for diverse groups of visitors. Research on the role of museums as important factors in shaping the tourist attractiveness of a region has become increasingly relevant. The effective use of museum potential contributes not only to the preservation and promotion of historical and cultural heritage but also to the diversification of the tourism offer, the enhancement of the competitiveness of tourist destinations, and the formation of a positive image of the region. The article examines the role of museums in enhancing the tourist attractiveness of a region through the case study of the Wood Museum of the Ukrainian National Forestry University. The role of museum institutions as essential components of the historical and cultural tourism potential of territories is substantiated. Their significance in preserving and promoting the region's cultural heritage, as well as in fostering cultural, educational, and ecological tourism, is highlighted. The study analyzes the operational features of the Wood Museum, its exhibition collection, and visitor attendance trends during the period 2021–2025. To identify the Museum's strengths and weaknesses, as well as potential opportunities and threats, a SWOT analysis was conducted, and promising directions for increasing its tourist attractiveness were proposed. The findings demonstrate that the effective utilization of museum potential contributes to enhancing the competitiveness of tourist destinations.