PECULIARITIES OF CREATION AND FUNCTIONING OF THE BRANCH MUSEUM AS FORMS OF HISTORICAL AND CULTURAL TOURIST RESOURCES PROMOTION OF THE CITY OF RIVNE

Abstract

In the article based on the world and domestic experience of creation of pharmacy museum, the estimation of their legal environment of activity is carried out. The profile of pharmacy museums and their functions are determined. It is proved that the world has a great interest of tourists in industry museums, in particular, pharmacy museums. It is emphasized that in accordance with modern principles of tourism planning, the approach to sustainable development includes the involvement of the host community and various stakeholder groups in the process of tourism policy planning. Identified stakeholders in the activities of museums and the field of cultural and cognitive tourism: internal stakeholders (museum staff); institutions and organizations with which the museum cooperates; tourists, organized tourist groups, educational institutions; sponsors. It is noted that pharmaciesmuseums are a kind of interactive museum, which, along with the museum, perform their main function – the manufacture and sale of drugs. The list of the most famous pharmacy museums and their grouping by regions of the world is given. It was found that in Ukraine there are 12 most famous pharmacy museums, which are located in regional centers. The peculiarities of the functioning of the pharmacy museum in the resource potential of the cultural and cognitive tourism of the city of Rivne are determined. It is noted that the pharmacy museum in Rivne was created based on the company «Rivnepharmatsiya» at the expense of private investment. Rivne PharmacyMuseum has a favorable location, no competitors, but little space for visitors. To carry out effective promotion, it is important to consider all groups of people who come to the area. It is necessary to develop ideas for thematic classes and masterclasses, to establish an interesting photo area, to develop unique souvenirs on pharmaceutical topics, to cooperate with travel agencies to attract tourists. It is necessary to combine elements of pharmaceutical heritage with gastronomic heritage and other types of historical and cultural tourist resources when developing excursion plots.The pharmacy museum will promote tourism in the city, popularize scientificknowledge because the museum’s exhibits have scientific and cognitive value. It is emphasized that in the city of Exactly systematic work on increase of tourist attractiveness is conducted, new tourist objects are regularly created.