Subjects of Folk Arts as Tourist Attractors of the Territory
Folk arts and crafts, as a factor of regional culture, have a significant impact on the marketing and branding of the territory, attracting investment to the region, and creating additional jobs. The purpose of the research is to identify the prospects for the preservation and development of small and medium-sized businesses based on a comprehensive description of the history and current existence of folk arts and crafts in the city of Nizhny Tagil. The specifics of the research are cultural-historical and semiotic approaches. The study used ideographic and nomothetical methods. The results of the study include an assessment of the state of folk arts and crafts in the Sverdlovsk region, in particular the city of Nizhny Tagil. The problems faced by the subjects of folk arts and crafts in Nizhny Tagil are identified and evaluated, possible «growth points» are identified, and positive trends are identified that should be addressed by state support measures. To include subjects of folk arts and crafts in the number of tourist attractions of the territory, a set of measures is proposed that will allow preserving and promoting the traditional folk culture of the Middle Urals.