Abstract
The scientific article aims to explore the relationship between cultural identity and sustainable cultural tourism in the context of local and global. Important elements of cultural identity and heritage have been studied. Emphasis is placed on the attempts of local communities to develop their tangible and intangible cultural assets. The connection between cultural identity, sustainable cultural tourism and globalization is considered. The importance of the authentic characteristics of the destinations and the unique elements of their cultural identity is emphasized. The author defends the thesis that sustainable cultural tourism is the best model for local tourism development in a global context.
Keywords: cultural identity, sustainable cultural tourism, local cultural identity, globalization, standardized products
