Promoting Intangible Cultural Heritage Through Universal Marketing Strategies for Tourist Regions

Introduction. At the present stage, the issue of updating marketing concepts to promote cultural heritage is considered relevant and of practical importance. Strategies for developing tourist regions currently require innovative upgrades in line with the demands of modern society. Purpose and methods. The article aims to analyse universal patterns of promoting intangible cultural heritage in the marketing strategies system for tourist regions. The research methodology comprises analytical and synthetic methods, systematisation, generalisation and abstraction. Results. The research examines key forms of intangible cultural heritage: norms and values, cultural traditions and beliefs, and traditional activities endowed with significant meaning and essence. It is argued that current practices in managing the promotion of cultural and spiritual heritage require a rethinking of approaches to implementing marketing strategies. The study identifies the characteristics of modern methods for developing tourist regions based on corporate social responsibility, digital innovations, and information and communication technologies. Conclusions and discussion. The article substantiates the need to optimise marketing in the context of the sustainable development of cultural regions. Universal patterns of promoting intangible cultural heritage within promotion strategies are identified. The importance of implementing public-private partnership projects and encouraging public involvement in managing the tourism potential of destinations is substantiated. Effective marketing solutions for developing tourist regions based on the promotion of the cultural heritage of past generations, with potential practical significance, are proposed.