**1. Introduction**

In the twentieth-century modern global society, it is especially important to discuss the change of information, rapid pace of life, the ever-changing generations of people with the features particular to them; however, what is even more important are national identities and cultural

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differences which are crucial to stand out from the crowd by attracting the attention of other cultures, attracting investments and developing economy, strengthening culture and national identity as well as the image of a particular country. Tourism is a branch of economy which, according to the data of the World Tourism Organisation and UNESCO, should be develop‐ ingveryrapidly,especiallythealternativebranchesoftourism,i.e.,culturalandcreativetourism.

In the second half of the twentieth century, a massive tourism industry was generated globally. Alongside this industry, cultural heritage industry operates. They both employ the same resources, i.e., cultural heritage and natural heritage; however, they do not always cooperate, even though they should.
