*2.1.1. Benefit of cultural tourism*

Cultural tourism provides a sense of discovery, intercultural understanding, and enriches a personality. Cultural tourism helps to know the world, familiarise with the cultural diversity, traditions, customs, find out about different lifestyles, etc. Feeling, interacting, tasting, discovering, travelling, meeting, participating and finding out – all these elements comprise simple human well-being.

UNESCO supports cultural tourism as a measure to **preserve cultural values**. In a world of conflicts, cultural tourism for people divided by distrust and xenophobia may often help to communicate and lead to mutual understanding. Cultural tourism thus adds to the dialogue between cultures. Miscellaneous experience enriches an individual's perception and educates their ability to understand and feel for others. People learn from one another and thus acquire diverse skills to solve their own problems. This at the same time promotes communication and integration.

In localities that are frequently visited by tourists, **employment of residents increases** and it becomes easier to keep people in the region that has a **positive effect on the development of the country and the region**. This improves the demographic situation because the youth are provided with more opportunities. This type of tourism provides many opportunities for not only tourists, but also the hosts of a country for better life conditions, and its activities encompass the entire target territory. Moreover, **cultural tourism helps to create new ideas** and invites local residents to cooperate, which in turn encourages economic and social development of a country [7].

*Tourism is one of the channels via whichcountries may reveal their identity to the international society*.

The European Commission supports cultural tourism as the main branch of industry that brings **economic profit**. Tourists tend to buy more local production. Moreover, 'cultural' tourists travel longer than local tourists and spend more money; thus, cultural tourism creates income for culture itself and supports it. Cultural tourism becomes the source of seeking income.

With regard to all these benefits of cultural tourism, it can be said that all of these cannot be achieved without management. Therefore, every country must invest large amounts of money into cultural tourism management. **The aim of cultural tourism management** *is to create and introduce a unique product, and offer a consumer tourist an experience which would catch their attention on the basis of the following three main principles: preservation, utilisation, and promotion*. According to them, the society can achieve other goals. First of all, it can encourage conserva‐ tive use of values and develop and improve a personality, i.e., a new tourist who belongs to the postmodern, consumerist society must understand that cultural values should not only be consumed, but also be preserved for future generations (**Figure 2**).

**Figure 2.** Principles of cultural tourism. Source: created by the author.

Feedback of cultural tourism stands for positive response of foreign guests and tourists who encourage close friends to visit that locality and that country; it also stands for spreading the name of a country, locality or object on the global scale, attracting investments and finances, cultivating a country's national heritage. International organisations such as UNESCO and ICOMOS see cultural tourism as one of the most important guarantees of subtle growth and heritage preservation.
