SPECIFICS AND MEANS OF INTEGRATION OF CULTURAL-HISTORICAL HERITAGE IN THE LIFE OF MODERN REGION
The article covers the problem of self-presentation of the regional space by means of cultural-historical heritage that is not only the mechanism of preserving the authenticity of the territory and features mental frames of mind of the population, but also keeps cultural and civilization codes of the nation and defines the content of the territory brands. Museums, libraries, archives are keepers of the cultural-historical heritage and can play a leading role in territory branding in the inner and outer markets of tourism services, and the development of cultural and educational tourism including complex of interactive programs makes it possible.