SIMONYAN NARINEE
DOI:
Abstract
This article examines the relationships between cultural heritage and tourism within the context of higher education, with particular reference to the Armenian case. It explores the delicate balance between the tourism-driven valorization of heritage and the need for its authentic preservation, highlighting the significant role of tourism in shaping cultural identities, safeguarding cultural diversity, and promoting intercultural understanding. The study assesses the essential mediating role of tourism and heritage professionals in the transmission and active protection of cultural assets in the face of increasing risks of standardization and excessive commodification. Drawing on a mixed methodology that combines a systematic literature review with an empirical survey of 80 respondents from Armenian cultural institutions and universities, the article argues for the systematic integration of both tangible and intangible heritage into the core curricula of university tourism programs. Such a curriculum-based approach is presented as fundamental for educating a new generation of professionals capable of designing and managing cultural tourism models that are economically viable, socially inclusive, and environmentally responsible, ensuring the long-term sustainability of heritage assets for future generations.
Keywords: tourism, culture, heritage, competence, education.