ORGANIZATIONAL AND ECONOMIC METHODS FOR ENHANCING THE EFFECTIVENESS OF CULTURAL HERITAGE OBJECTS IN INCREASING THE ROLE OF TOURISM IN THE NATIONAL ECONOMY

Abstract

This article examines the organizational and economic methods for enhancing the
effectiveness of cultural heritage objects in increasing the role of tourism in the national economy,
using the historic centre of Bukhara as a case study. The research is based on the four-stage
organizational-economic method proposed by M.Moscatelli, extended by the author with a fifth
stage — the development of a sustainable heritage strategic plan. Drawing on statistical data
collection, cartographic, iconographic and bibliographic analysis, and on-site field observation,
the study identifies the factors generating negative visitor experiences as well as the threats and
opportunities of the area. Based on the principles of the ICOMOS International Cultural Tourism
Charter, four heritage sustainability criteria — cultural, ecological, spatial and economic
development — are integrated with safety and risk-management dimensions, resulting in a
strategic plan for developing sustainable cultural tourism in the historic centre of Bukhara. The
findings make it possible to raise the economic effectiveness of cultural routes and, through lowimpact tourism and digitalization, to create jobs and promote heritage.