New forms of cultural tourism as a potential of branded tourism product developm
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ABSTRACT One of the major challenges of modern cultural tourism is active adaptation to changing human needs in the planning of leisure and recreation. Based on local cultural, historical or natural heritage, more often innovative tourism products are forming, reflecting the creativity of their creators. Urban tourism space in a comprehensive manner combines all sorts of methods in exploring and sightseeing with the elements of regional education, active recreation and the promotion of cultural and historical heritage. These activities are implemented through new forms of cultural tourism, as: questing, geocaching, urbex or more classic, but using modern forms of communication and promotion – culinary tourism and events. They often form the core of new tourism products shaping the image of the city (town) and increase the sense of identity of its inhabitants. This particularly applies to those towns (mostly small), which due to lack of other attractions (e.g. historic buildings, museums of supra-regional meaning) are difficult to compete with the well-known attractions od tourist centers. The example of Łobez – a small district town in Western Pomerania region, shows that appropriately planned activities of local authorities and non-governmental organizations, with the positive support of the local community, can contribute almost complete change of the town image. Based on the rich history and cultural heritage of the region, they created here numbers of innovative urban cultural tourism products. Proper promotion and new, unique forms of communication, contributed to the growing popularity of this previously omitted place.
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