The specifi cs of cultural heritage perception in modern tourism

This paper explores in detail the specifics of tourists’ cultural heritage perception as a complex psychological process encompassing cognitive, emotional, and behavioral components. Particular attention is paid to analyzing the internal mechanisms through which tourists interact with cultural sites, including the processes of perception, comprehension, and emotional response to cultural values. The key factors influencing the perception of cultural sites are identified and systematized, including the quality of presentation, the level of information support, and the personal characteristics and cultural background of tourists. The influence of each factor on the formation of a holistic perception of cultural heritage is examined in detail, including methods of information delivery, visualization techniques, and interactive presentation elements. An in-depth analysis of the typological characteristics of tourists in relation to cultural heritage is conducted, revealing various behavioral patterns and preferences of various target groups. The key mechanisms for interpreting cultural values are defined, including the processes of meaning- making, identification, and emotional involvement in a cultural context. The study establishes that the effectiveness of perception depends on the interaction of psychological, sociocultural, and technological factors. Tourists’ individual experiences and cultural competence play a key role in this process, determining the formation of a deep and meaningful perception of cultural sites. The study’s findings can be used to improve methods for presenting cultural heritage in the tourism environment.