TOURIST BRANDING, PROMOTION, AND DIGITIZATION AS WAYS TO PRESERVE HISTORICAL AND CULTURAL TOURIST AND RECREATIONAL RESOURCES IN WAR CONDITIONS (THE CASE OF THE CITY OF LVIV)

Abstract

The relevance of the research topic is due to modern trends, such as globalization and digitalization, along with an extremely difficult period for Ukraine, a full-scale war, when the aggressor purposefully destroys historical and cultural heritage as evidence of national identity. Historical and cultural heritage is a symbol and evidence of national identity, as well as an important resource for the development of the tourism industry. Awareness of the value of historical and cultural heritage, its popularization among potential tourists, and promotion at the international level are important factors in its preservation. The purpose of this article is to analyze the interaction between tourist branding and the preservation of historical and cultural tourist and recreational resources, using the example of the city of Lviv, and to identify innovative tools for protecting such resources through their popularization during wartime. Based on the analysis of official documents and information materials that determine the directions of tourist branding and protection of historical and cultural heritage in wartime, the authors reveal the variety of innovative digital tools used by various stakeholders – public authorities, businesses, international and public organizations - to protect historical and cultural heritage in wartime by popularizing it through tourist branding and promotion. The study's results provide factual information on the implementation of innovative technologies in preserving the historical and cultural heritage of the city of Lviv through digitization and promotion as a tourist product. The study highlights the importance of effective stakeholder interaction in protecting historical and cultural heritage, emphasizing its significance as a historical and cultural tourist and recreational resource for branding the territory and promoting tourism development. The role of tourist branding and promotion in preserving historical and cultural heritage is also highlighted, as it fosters an understanding of its value and uniqueness at the global level.