The Roadmap Of Heritage Education In Local Community: Gastronomic Heritage And Lifestyle As Tourism Destination Drivers

Cultural heritage represents everything that is fund in the legacy of past generations, it contains physical and intangible attributes that are preserved in the present. Heritage is very valuable, and it exists in all parts of the world, and each city or country has a separate story. The identity of each destination reflects a different combination of feelings, symbols, experiences, memories and activities that change daily through different social structures and are improved by social interaction. In the paper, the emphasis is on researching the level of integration of the potential value of the product and region in building the destination brand. Primary research was conducted on a sample of family farms in the Pelješac peninsula on the level of implementation of the potential of intangible heritage in shaping the products of the local area, their value, quality, ways of connecting the production of local products to the offer, and the level of connection with other partners in the destination. We conclude that in addition to the existence of a wealth of cultural heritage, marketing tools are needed in the placement of the products. We believe that there should be greater involvement of residents, better connection of local stakeholders, authorities, investors, because sometimes practice speaks in favor of how cooperation can help in further progress.