Phenomenon of the Louvre as a tourist object of the world: current trends

The article characterizes the phenomenon of Louvre as a tourist object of global importance. The authors use the appropriate methodology based on the justification of the inclusion of the museum in the tourist product, applying theoretical and empirical methods and a comprehensive approach. The article also discusses the classification and functions of museums, which allow them as tourist objects, with the appropriate potential, to conduct sightseeing activities, establish cross-cultural communications with institutions of various social spheres, engage in marketing activities and sell souvenirs. Based on the critical analysis of the presented sources, the authors propose their own interpretation of the definition of the museum as a scientific and educational object that uses its capabilities through sightseeing and marketing activities to establish intercultural communication and meet the needs of the target audience. Analyzing the peculiarities of tourism development with the involvement of museums as tourist objects, using different models of activity, the article suggests various types of their cooperation, both with tourist enterprises and directly with tourists. Having studied the formation, development, and current state of the Louvre, including indicators of the dynamics of visits, the authors believe that this museum is a phenomenal example of positioning and promoting a cultural institution as an object of world tourism. This fact is determined by the scientific, economic, social, tourist and innovative directions that the authors identified in their research. They prioritize innovative direction in the era of globalization and during a pandemic coronavirus COVID-19 kept the interest in this tourist object and using the latest technological resources to maintain a certain level of attendance of the museum.