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PROMOTION OF TOURIST SERVICES THROUGH LOCAL TRADITIONS AND CULTURE
Abstract
A continuing concern in tourism and tourism studies is cultural change. Culture is frequently reshaped after the creation of tourist destinations. This does not, in fact, represent a loss of culture, taking into account the fact that hard, pragmatic work is being done in cultural production, which is, in fact, a response to the demands expressed by tourists, work that is constituted in solid economic and livelihood alternatives for communities. Cultural change has been a permanent concern in tourism. New cultural elements are often discovered, with a traditional character for the local population, elements that constitute new spaces of address in the world and local actors try to present cultural lifestyles and specific features with the sole purpose of attracting tourists' attention to ethnic, regional, national affiliation or specific features of the local community. Tourism is a major factor in economic growth and local development, and cultural heritage, from this point of view, represents a key resource in building destinations. At the same time, looking from the perspective of cultural heritage, tourism positions itself as an extraordinary opportunity for communication, interpretation and valorisation, for significantly extending the cultural impact beyond the local audience. Coordination and optimization of the specific approaches of each sector are mandatory for building a viable and competitive cultural-tourism offer. The culture and traditions of local communities can become fundamental elements in the development of sustainable tourism and the entire community.
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