Socially responsible tourism in small cities of Russia and preservation of intangible cultural heritage

The article considers the possibilities of preserving and reviving the intangible cultural heritage of small cities of Russia with the participation of socially responsible tourism. Revealing the features of tourism in small cities, when there are no historical monuments, leads to the transfer of programs to visit the traditions of local communities, including gastronomic culture. The task of the organizers of such programs is to create their own “face” of the city on the basis of its intangible cultural heritage, which will become a recognizable brand of the area. The example of Myshkin in the Yaroslavl region shows the search for new museum and theater forms that provide local cultural features, up to the city legend. Thus, the local communities, creating their own traditions, help the travel industry deal with issues of citizenship education and the formation of national identity.