A SYSTEMATIC APPROACH TO CONSIDERING SUSTAINABLE DEVELOPMENT OF CULTURAL TOURISM IN MODERN CONDITIONS

Interest in the concept of sustainable tourism is growing. There are various international, regional and national certification schemes confirming the sustainability of the tourism business. The scientific papers that formed the basis of the study note that among the large number of existing certification schemes and applied standards, there is no unified approach to structuring requirements and assessing organizations. At the same time, no data confirming these conclusions are provided. To confirm or refute the conclusions about the differences in the standards, the authors of this article formulated 3 hypotheses and conducted studies of the structure of standards, including issues of balancing social, environmental and economic, as well as managerial and performance requirements. The article considers the requirements of five standards for accommodation facilities. For the purposes of the study, an approach to bringing the requirements of the standards to a uniform structure is proposed. The results of the study can be used to develop a balanced and effective Russian national standard for sustainable tourism, and will also be of interest to specialists in the field of tourism. In the context of modern science, tourism is considered as a complex system of interconnected elements reflecting the level of socio-economic development of the territory, as well as the tourist potential of its development. The dependence of tourism development on the economic state of the region determines the understanding of tourism as a dualistic category, that is, possessing a duality of internal nature, including activities of different directions in terms of the target component, both in organizing mass travel and creating the related infrastructure, and in implementing these travels. Based on this, when speaking about the concept of tourism as a socio-economic category of society and its development, it is necessary to take into account this multidirectionality, and when choosing tourism as an object of influence of state financial policy, use an integrated approach. Cultural and educational tourism is a type of tourism aimed at learning about the history, culture, traditions and characteristics of the region visited by the tourist. The main goal of such a trip is not only to relax, but also to broaden one’s horizons, learn something new about the place being visited, immerse oneself in the atmosphere of local customs and understand its spiritual heritage. Cultural and educational tourism includes visiting museums, exhibitions, historical monuments, participating in folklore festivals, getting acquainted with local cuisine, art and crafts of local residents. Such trips allow tourists not only to observe, but also to participate in the life and culture of the region being visited, to expand their horizons of knowledge and enrich their inner world with new knowledge and impressions. Cultural and educational tourism promotes respect for and preservation of the cultural heritage of peoples and regions, and is also a bridge between different cultures, promoting their mutual understanding and friendship. Keywords: Sustainable tourism certification, sustainable tourism, responsible business, social responsibility, environmental responsibility.