DEVELOPMENT OF CULTURAL TOURISM IN THE CHECHEN REPUBLIC

The paper refers to the development of cultural tourism in the Chechen Republic. The development of cultural tourism in the Chechen Republic includes a set of various marketing events that imply the formation of a positive attitude towards the region – territorial branding. The objective of tourism branding is to create a unique image among potential customers that determines its place in the tourism market. The modern stage of tourism development may become the most important branch of the economy of the Chechen Republic characterized by the practical implementation of tasks to improve organizational forms of management in accordance with legal, economic, climatic, social, cultural and historical characteristics of the republic. Ethnoturistic activity is a direction of cultural and cognitive tourism, which is currently relevant for many countries. Ethnographic tourism is a type of cognitive tourism in order to visit ethnographic objects for the knowledge of culture, architecture, life and traditions of the people, ethnos that is living now or had ever lived in this territory. Ethnographic tourism is based on the interest of tourists in folk traditions, rituals and culture. In the modern unified world people strive for self-identification, study their ethnic roots in order to feel their individuality, deep history, and their own cultural traditions. Knowledge of the cultures of other ethnic groups constitutes a multifaceted picture of peoples unique in their individuality. Ethnotourism promotes close ties between peoples, cultural exchange and the inclusion of their culture in the world cultural heritage.


Introduction
Tourism in Russia is identified as one of the priority areas of economic development. The government of the Chechen Republic pays great attention to the development of the tourism industry, which has a positive impact on the economic infrastructure. Taking into account the geopolitical situation and high resource tourism potential of the Chechen Republic, the government considers tourism as the

Problem Statement
The problem of developing cultural tourism in Chechnya is the inclusion of various cultural and historical objects in the system of tourist products of the Chechen Republic; it depends on the criterion of their attractiveness for tourists and is determined by the number of visits to the region. The development of the tourism brand in the Chechen Republic will determine the main economic priorities for long-term development of the region, develop the image most suitable for the Chechen Republic, as well as identify a promising market niche for further development of new projects and identify additional resources, reserves and opportunities for the implementation of existing projects. The determining conditions for the development of ethno-tourist activities in the Chechen Republic are the availability of tourist resources (objects of nature, history, culture), developed infrastructure (roads, hotels, food, excursion services, etc.).

Research Questions
The object of this study is cultural tourism in the Chechen Republic.

Purpose of the Study
The purpose of the paper is to analyze the prospects for the development of cultural tourism in the Chechen Republic.

Research Methods
To solve the problems of the study, a set of methods was used: historical-genetic, historicaltypological, architectural-stylistic and comparative-historical analysis. The historical and genetic method helped us to get closer to recreating the real history of architectural monuments in Chechnya. The historical and typological method was used to identify specific signs of the medieval architecture of the Chechens characterizing their qualitative certainty. https://doi.org/10.15405/epsbs.2021.11.259 Corresponding Author: Tamara Umarovna Elbuzdukaeva Selection and peer-review under

Findings
Today tourism is a massive socio-economic phenomenon. To a certain extent, any type of tourism is cultural since throughout the trip a tourist is influenced by an unusual socio-cultural environment.
Accordingly, this concerns the cultural aspect of the impact of tourism -"the influence that tourism has on the material and spiritual spheres of human activity and, above all, on its system of values, knowledge and social behavior" (Bereznitskaya, 1999, p. 53). The international scale of tourism contributes to the expansion of political, economic, scientific and cultural ties between states and peoples, allows people expanding their knowledge of the history and culture of their country, getting acquainted with the sights, culture, traditions of other peoples. Due to its cultural and historical heritage, as well as its geographical location, the Chechen Republic has great tourist potential for inbound and domestic tourism. It should also be noted that with a huge tourist potential, the republic so far occupies a very modest place in the inbound tourism market.
The problems of the development of the tourist complex in the Chechen Republic were reflected in the works of Tamaev (2015), Gairbekov (2012) and others.
The forecasting and strategic study of tourism in Chechnya, taking into account national characteristics, is in the process of formation. Further study of this issue is expected from the point of view of economic and historical-ethnographic aspects.
The key element of the brand of the Chechen Republic is unique medieval architecture. The demonstration of cultural traditions of peoples who live in this territory and the antiquities of their region helps tourists understand the continuity of culture, the community of historical destinies of countries and peoples. Knowledge of the cultures of other ethnic groups constitutes a multifaceted picture of peoples that are unique in their individuality. Forgotten traditional crafts are revived, their production is created, language, customs, rites are preserved and popularized. Thus, ethnographic tourism preserves, multiplies and conveys the historical and cultural heritage of its people to future generations.
The main condition is the presence of ethnographic objects, which form part of the socio-cultural resources that are used to produce tourist services and satisfy the need for excursion tourism. The https: //doi.org/10.15405/epsbs.2021.11.259 Corresponding Author: Tamara Umarovna Elbuzdukaeva Selection and peer-review under  preserved -arming and residential towers and castle complexes, cave grottoes, parking lots, burial vaults, villages, soil burial grounds, underground and above-ground tribal crypts. According to scientists, the chronological range of immovable monuments of history and culture on the territory of the museumreserve covers the period from the II millennium BC to the XIX century inclusive. Before the start of hostilities, scientific expeditions, archaeological excavations were carried out on the territory of the Argun Museum-Reserve, and a horse-drawn tourist route was functioning. Today, the museum-reserve is working on the scientific certification of cultural monuments, compilation of maps -diagrams, drawings and photo illustrations. At the same time, conferences, photo exhibitions are held there, documentaries are shot in order to popularize and preserve the cultural heritage.
The preservation of medieval monuments of Chechen architecture is fearsome. Residents have not lived in mountain villages for a long time. Rains and flood waters wash out the solution from the masonry of the walls. The towers are collapsing. Many arming towers are used by shepherds as cattle tins. Cattle breaks were made in the tower walls, which also contributes to the collapse of monuments. There is a good road in the Argun Gorge -the longest in the North Caucasus, so the gorge is accessible to tourists.

Most of the architectural monuments fall on the recently restored Galanchozh region. The famous
City of the Dead -Choi Pede in the society of Melchyist -is located in this area. Each of the 14 settlements of this society has cultural heritage, arming and residential towers, crypts, grotto burials, etc.
In the Terloevsky Gorge there is the Nikaroy tower complex, which consists of an arming tower and a number of five-story half-military towers. They are without a roof, interfloor overlapping, but the walls are 10 meters high and more have been preserved. The complex has a mosque of the period of adoption of Islam by the Chechens, below the slope is a pagan sanctuary. One of the features of the area is that in https: //doi.org/10.15405/epsbs.2021.11.259 Corresponding Author: Tamara Umarovna Elbuzdukaeva Selection and peer-review under  Archaeological museum complexes will be able to attract more tourists if they are part of an extensive tourist route, which includes familiarization with architectural and nature monuments.
Ethnotourism on the basis of medieval settlements in the form of tower complexes will serve to create additional jobs, revive folk crafts, and raise interest in the folk customs and traditions of the Chechen people. One form of ethnoturistic activity is the manufacture and sale of a variety of souvenir products related to archaeology -these are booklets and card sets, exact copies (the so-called "replicas") of ancient objects made in the form of real prototypes. This will undoubtedly solve the problem of selling finds from predatory excavations, since at a significantly lower price their owners will receive virtually the same objects. The sale of such products does not violate the current legislation, which will allow them to be moved, including outside the country.
The use of architectural monuments in ethnoturistic activities is possible as a means of restoring the spiritual and physical forces of a person, i.e. a recreational resource. Recreational resources are natural and anthropogenic systems, bodies and phenomena of nature, artifacts with comfortable properties and https: //doi.org/10.15405/epsbs.2021.11.259 Corresponding Author: Tamara Umarovna Elbuzdukaeva Selection and peer-review under responsibility of the Organizing Committee of the conference eISSN:  1969 consumer value for recreational activities and may be used to organize recreation and recovery of a certain contingent of people at a fixed time using existing technology and available material capabilities (Artamonova, 1999).
The development of the recreational business is possible on the basis of the excellent landscape base of the mountain Chechnya harmoniously combined with the historical and architectural situation.
The restoration of the tourist center near the high mountain lake Kezenoy Am, the construction of the Veduchi resort is part of a project to create a tourist cluster in the North Caucasus, which will include several more European-level ski resorts. The development and implementation of these plans requires synergy between the efforts of authorities, state enterprises, business community, public organizations, public self-government territorial bodies, the population and others.

Conclusion
Having analyzed the problems and prospects for the development of cultural tourism in the Chechen Republic, we came to the following conclusions: the government of the Chechen Republic pays great attention to the development of the tourism industry, which has a positive impact on economic infrastructure. Taking into account the geopolitical situation and high resource tourism potential of the Chechen Republic, the government considers tourism as the priority sector of the economy. The intensity of tourism development represents a specific socio-economic "phenomenon" of the 21st century. Due to its globality, tourism changes stereotypes of the world perception, forms new economic relations in the market of goods and services. The focus on visiting tourists should be combined with work with local residents, primarily with school and student community. The tourism industry, focused on the use of monuments of ancient history and culture, requires a comprehensive approach. The most optimal means of using and preserving the objects of historical and cultural heritage is the museumification of monuments, which implies the transformation of historical, cultural or natural objects into the objects of museum exhibition in order to maximize the preservation and identification of their historical, cultural, scientific, and artistic value. A positive reputation and a favorable image require not only advertising and information events, but involve deep territorial reforms and changes, modification of internal business processes in the management of regions, areas of socio-economic development of the territory, forming an image of a place in the minds of consumers of the territorial product.