TRADITION AND CULTURE AS THE BASE FOR THE TOURISM PRODUCT: CASE OF UNESCO INTANGIBLE HERITAGE

Abstract

The traditional Serbian folk dance Kolo was included in the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2017. Kolo is a communal folk dance that is performed at both public and private celebrations of the most significant occasions in people's lives and the lives of communities. Kolo is an important socially integrating component of Serbian cultural heritage. The paper investigates the potential of learning Serbian dance as part of the cultural tourism offer of different regions in Serbia. Data were obtained through a survey using the Likert scale and analysis using SmartPls software. The aim of this research is to examine the tradition of local tourism based on folklore culture with which tourists have cultural contact as well as the effect of culture and tradition on the intention and interest in folklore culture. The study reveals a high and statistically significant positive impact of motivation for travel, culture, tradition and interest in Serbian traditional dance - kolo.