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INTANGIBLE CULTURAL HERITAGE AS AN INNOVATIVE APPROACH FOR TOURISM DEVELOPMENT IN GEORGIA

The article offers an alternative innovative approach to tourism product (Intangible Cultural Heritage-based) development in Georgia. As the trends of global travel market assume, increasingly demanded products become the ones offering unique and profound cultural experience, deep emotions and feelings that derive from a participation in the authentic cultural activity. The study suggests to explore and further promote Georgian intangible cultural heritage for the purpose of supporting better representation of regions of Georgia in tourist offers, creating ,,Niche” products, raising awareness and increasing self-involvement in the process.