Cultural Heritage as a Development Potential According to the Regional Academic Community (Dziedzictwo kulturowe jako potencjał rozwojowy według regionalnej społeczności naukowej)
Cultural Heritage as a Development Potential According to the Regional Academic Community

Summary/Abstract: The significance and perception of preserving cultural heritage become particularly pertinent within the context of ethnic diversity and multiculturalism, especially due to the influence of migration trends on various socio-economic factors. The paper aims to determine the importance of cultural heritage and its societal value as perceived by the regional academic community. The study was designed to explore whether the young generation exhibits reduced sensitivity towards the significance and perception of cultural heritage, as well as their recognition of tangible benefits associated with it. Furthermore, the article provides practical examples of marketing approaches aimed at engaging the younger generation with cultural heritage. The research methodology involves a comprehensive review of existing literature and a survey conducted among the academic community at the Opole University of Technology in Poland. Research has shown that although experts consider cultural heritage important for the region, it is not reflected in the views of the younger generation. Therefore, it is necessary to plan actions or promote changes that will increase awareness of cultural heritage as a potential for regional development in the context of a circular economy. Otherwise, community members may cease to utilize values derived from cultural heritage, which could ultimately lead to the loss of tradition-based values.

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