CULTURAL HERITAGE – DYNAMIC FACTOR OF DIVERSITY DEVELOPMENT

The paper discusses the role of cultural heritage as dynamic factor of diversity development and as a cultural phenomenon in tangible and intangible reality. This research examines the approaches towards cultural heritage in different dimensions of culture including practices and options in the digital era of products and services with specific contents. The aim of the study is to find out the variety of approaches in the promotion of cultural heritage and new possibilities to increase the activities of companies and communities in the presentation of cultural assets in the augmented reality (internet platforms, social media, etc.)