AUDIO BRANDING OF HISTORICAL CITIES AS A NEW APPROACH TO THE PRESERVATION OF CULTURAL HERITAGE (ON THE EXAMPLE OF UZBEKISTAN)

This article is dedicated to analyzing the problem of acoustic dissonance in the historical cities of Uzbekistan, caused by modern noise pollution. The research proves that a disturbance of the natural soundscape negatively affects the perception of cultural heritage and lowers the quality of the tourist experience. As a solution, the author proposes and substantiates the concept of an "audio brand" – the creation of a unique "musical signature" for each historical city based on its cultural heritage. The work suggests specific practical steps, including acoustic mapping and the integration of the concept into tourism infrastructure, and emphasizes its consistency with the current state policy on preserving cultural heritage.