CELEBRITYSATION OF CULTURAL HERITAGE AGAINST THE BACKGROUND OF LOCAL COMMUNITIES IN A CONTEMPORARY TOURIST SPACE

The era of postmodernism is an area with much diversity. The globalization of tourism means that almost anything can now be seen as a target for tourism though this sense must be offered to us; the tourist comes into contact with the sense created and given to the selected objects on offer. An important factor of tourism attractiveness is the object's image, created by media, and their history; the mere presence in the media, for many recipients of mass media, is proof enough of importance and meaning. Travel is subject to "celebrity", which is particularly evident in the way these places are depicted, the promoted tourist attractions reinforce the conviction that these objects of cultural heritage have universal values and are recognised globally. This phenomenon, celebrity, which applies to virtually all of tourism, is derived from the phenomena of the modern representation of our world. Highlighting and promoting cultural values is done by their "celebrity". Celebrity in cultural heritage tourism, refers to the popularization of media specific cultural values in order to build their tourism appeal, which in turn creates a tourism product. An important element of the promotion of a cultural asset is its extraction from the set of other values, and underlining its uniqueness. Not all cultural values which make up the cultural heritage of man are equally attractive from a tourist's point of view.