CURRENT APPROACHES TO THE FORMATION OF MUSEUM AUDIENCE IN THE CONTEXT OF CULTURAL TOURISM

Abstract

Th e article raises the question of the measures required for the development of domestic tourism in our country. Th e actual development of the industry in the current situation requires decisive action from the government. Th ere are long proven economic levers used by Western countries that derive income from tourism at levels comparable to oil revenues. Сultural tourism has an outstanding potential in our country, being integrated both in the economic sphere and in the sphere of culture. Th erefore, in order to get the ball rolling, it requires not only the eff orts of the state, but the initiative on the part of private businesses and by cultural institutions. Increasing the audience of cultural tourism meets the strategic interests of cultural institutions: museums, theaters, cultural centers and others. Refl ecting on how to generate a tourist audience, the author points to two types of tourists: passive and motivated. Th e second type itself is the source of its own reproduction. Th is type does not arise from «nowhere». Th e author draws a clear pattern by comparing an avid tourist with a theater-goer or an avid reader: the theater-goer is the one who in his childhood has acquired personal experience with the theater; the reader is the one who in his childhood has acquired personal experience with the book. Th erefore, the question arises about the engendering future tourists as researchers, tourist-pathfi nders. In this regard, the author examines the phenomenon of the tourist and local lore movement, which had great popularity among children and young people in the 1970s and 80s. Th e revival of this movement could have huge benefi ts for the country, especially in terms of the formation of its human capital, because in the process of learning its regional human and civic values are being formed. Th is could bring considerable benefi t in terms of the prosperity of our cultural institutions. Citing examples from practice, the author concludes that the basis for the revival of tourism and local lore movement should be cooperation between schools and cultural institutions. Refs 4.

Keywords:

tourism, initiative, local history, management institutions of culture, museum, school, cooperation