NEMATERIJALNA KULTURNA BAŠTINA – PRILIKE I IZAZOVI PROCESA TURISTIFIKACIJE
INTANGIBLE CULTURAL HERITAGE - OPPORTUNITIES AND CHALLENGES OF TOURISIFICATION PROCESS

Summary/Abstract: As one of the many aspects of the phenomenon of culture, cultural heritage represents goods of various forms, whose primary determinant is the function of values inheritance within society. Cultural heritage can consist of movable and immovable cultural goods that can appear in tangible and intangible form, which is the basis of its most common classifications. Although intangible cultural heritage (ICH) was considered by individual conventions during the 20th century, its current concept was institutionally established only in 2003, with the UNESCO convention that primarily focused on its protection. The touristification of ICH is also the result of more recent trends, and a more significant consideration of this process has been largely omitted from the aforementioned convention. With the growing diversification of the field of tourism and the development of tourist interest in culture and heritage, ICH is increasingly becoming a part of the tourist offers and a factor in the development of local communities. This process, however, is accompanied by a series of challenges that practitioners are increasingly encountering in practice. Through an analysis of the literature relevant to the concepts of intangible cultural heritage, cultural tourism, and the process of touristification, this paper will attempt to present the aforementioned challenges, as well as the opportunities that the process of touristification of ICH can offer both to ICH itself, its practitioners, and it’s heritage community.

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