Once Again About the Problems of Preserving Objects of Immovable Cultural Heritage from the Standpoint of Collective and Individual Consumer Perception

The concept of attitude towards objects of immovable cultural heritage, formed more than a century ago, is relevant today, based on the premises that these material objects form an objective value in the perception and understanding of any individual, any society, any civilization. The purpose of the article is to conduct a preliminary analysis of the problems that form the understanding of the value of cultural heritage, preservation and careful treatment of it in the modes of restoration activities and restoration work. Achieving the goal can be the solution of a number of problems regarding the proper state protection of objects of immovable cultural heritage and the necessary assistance from the state, public institutions and international organizations, as well as taking into account the assigned status of the object in the matter of rescue, restoration and gentle scientific restoration. Currently existing directions and developments in a comprehensive assessment of architectural monuments of the past, observation methods, active comparative studies, and statistical measurements are considered as methodological and instrumental approaches to solving emerging problems. The results obtained by the authors included a study of the complex interaction and isolated influence on the category of value of such significant features-factors as evaluation criteria such as cultural and collective memory, historical reputation in their meaning for the self-identification of society and in the development of strategies in the field of preservation of cultural heritage objects and their use in the exploitation of the recreational potential of the destination by the tourism business. Examples from domestic restoration and construction practice and Western European experience, used to minimize the negative consequences of the increasing anthropogenic load on the territory, are discussed. At the end of the material, prospects for further research are indicated and the necessary conclusions are drawn.