INTANGIBLE CULTURAL HERITAGE AS A RESOURCE FOR THE SUSTAINABLE DEVELOPMENT OF EVENT TOURISM IN A DESTINATION

Abstract

The research is relevant to the role of intangible cultural heritage in forming the uniqueness and cultural identity of tourist destinations. Intangible cultural heritage is particularly significant in event tourism, where traditional cultural practices are incorporated into festivals, ethnocultural events, gastronomic events, craft fairs, and other tourism activities. These events promote local culture, enhance tourist visits, and foster a positive destination image. The article aims to theoretically substantiate the connection between sustainable event tourism and intangible cultural heritage, and to assess the potential of special events as tools for effective destination management. The methodology involves analysis of literature, statistical data, and empirical observations. These methods facilitate the identification of the role of intangible cultural heritage in sustainable event tourism, characterization of regional features of Ukraine’s intangible cultural heritage, and evaluation of its presentation prospects. The study investigates the growth dynamics of intangible cultural heritage elements at international, national, and regional levels. The main forms of integrating intangible cultural heritage into special events are systematised. The Ivano-Frankivsk region, notable for its high concentration of intangible cultural heritage elements, serves as a case study to determine the degree of integration into event tourism, both through direct involvement in thematic festivals and indirect participation in other events. Intangible cultural heritage is identified as a strategic resource for sustainable event tourism development. The findings highlight the untapped potential of intangible cultural heritage elements for advancing sustainable event tourism. However, challenges such as overtourism, commodification of cultural practices, loss of authenticity, and social conflicts between residents and tourists are also identified. With effective management, active community participation, and preservation of authentic traditions, the integration of intangible cultural heritage can support the socio-economic development of tourist destinations and enhance Ukraine’s competitiveness in the international tourism market.