Date of Publication :27th October 2024

Abstract:The aim of this scientific study is to identify the possibilities of using the country's historical heritage for the benefit of the development of tourism, by using appropriate strategic management tools at the level of territorial development. As part of the research, the authors point to the potential for change in the managerial approach to the management of cultural objects as a result of social changes caused by the pandemic, which is directly related to the change in consumer behaviour in the field of tourism. The survey was carried out using the method of content and situational analysis, as well as the questionnaire method carried out at the level of management of cultural and historical objects. Among the key findings, we advise the need to focus ma rketing strategies in the tourism industry on emphasizing local cultural manifestations, both with the aim of reaching new and domestic audiences, and in the future significantly in the context of sustainable cultural tourism. Investments in the modernization and promotion of historical objects are necessary, especially in relation to social media and the spread of education and awareness of the national cultural heritage. The space also opens up for interaction with the non-profit sector as an innovative form of communication with the segment of young visitors in the context of personification with heritage. However, the results of the survey show that the dominant change in the management approach is strategic conceptual planning and the implementation of modern marketing tools.

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