THE VALUE OF CULTURAL HERITAGE: THE STATE IN BELARUS AND LATVIA

It is widely recognised that cultural heritage is increasingly important as a strategic resource for encouraging sustainable economic growth. Traditional cultural expressions such as traditional handicrafts and other expressions of traditional cultures are valuable cultural, social and historical assets, which promote income generation and economic development, particularly in rural areas and at regional level. Moreover, encouraging local cultural expressions contributes to the growth of culture-related economic activities such as revitalising food traditions and producing handicrafts, including artisan or craft foods. Nowadays the relations and collaboration between producers and consumers, so-called co-creation increases significantly. The offer of goods and services is largely determined by consumers' wishes, their degree of awareness and preferences. The aim of the research is to estimate the influence of nationality on attitude to the cultural heritage as well as cultural heritage functionalities in today's conditions. Two surveys of the population were performed in Belarus (n=66) and in Latvia (n=120). Despite the sample group is not representative, the obtained data and results provide insight into the issues of cultural heritage in today's circumstances through the population views in both countries. The findings show that some similar and some different attitudes and preferences are observed in Belarus and Latvia. All respondents in both countries (Belarus and Latvia) recognised that the cultural heritage as value could be preserved and maintained They consider that only a small part of the population is sufficiently aware of this value. Regarding the socio-economic value and historical value of cultural heritage, first is higher than second in both countries, but the Latvian respondents ranked the historical value 3.6 times higher than Belarusians. Furthermore, there are popular historical forms (e.g. farmers, 'green' markets) of purchasing gastronomic goods in Latvia. In Belarus preference is given to special departments in the supermarkets.