PRESERVATION AND PROMOTION OF MATERIAL CULTURAL HERITAGE: A COMPARATIVE ANALYSIS OF THE REPUBLIC OF SERBIA AND THE REPUBLIC OF NORTH MACEDONIA

This study aims to assess the state of material cultural heritage in the Republic of Serbia and the Republic of North Macedonia, focusing on identification and promotion at both national and international levels, with an emphasis on digitization and improving the register of cultural assets. The recommended approach, which supports sustainable development, not only enables the comprehensive protection of all cultural resources, adding new value, but also minimizes the risk of permanent loss. The authors stress the importance of ongoing efforts to identify previously undiscovered cultural heritage and protect it from damage, decay, neglect, and theft. Given that cultural heritage is continuously exposed to natural elements and human activities, policymakers are encouraged to further raise awareness of cultural values and recognize threats arising from the short-term interests of local communities, which might result in erosion and loss of protected cultural monuments and landscapes. The research utilized an opportunistic, convenience sampling method, surveying residents of the Republic of Serbia and the Republic of North Macedonia across five or eight regions (n1=163, n2=96, n=259). The findings revealed that 77% of respondents believe the protection of material cultural heritage is inadequate. Citizens of the Republic of Serbia identified unsatisfactory maintenance and a lack of financial resources as the greatest threats, while respondents from the Republic of North Macedonia pointed to unsatisfactory maintenance and weak enforcement of management regulations as their primary concerns. The research also indicated that individuals with advanced degrees (Magister, Master, and Doctor of Science) have a better understanding of material cultural heritage. Overall, the primary cause cited for a good knowledge of material cultural heritage was an interest in customs and traditions, while the key reason for insufficient knowledge was the lack of media representation.