The Role of Museums in the Development of Regional Tourism: Telavi Historical Museum – between Tradition and Innovation

Abstract

The modern vision and needs of society, as well as the development of technologies, have completely changed the role and importance of museums - it is no longer just an exhibition space where people just examine works of arts or artifacts, but it turned into a cultural, educational and social center. Thus, the essence of modern museums is that they must change both the forms and strategies of interaction with visitors – studying their behavior, interests, and satisfaction are considered as important components in the context of museum functioning efficiency and sustainable development. The results of the research help the museum diversify its programs, offer new services, and properly plan and conduct advertising campaigns, which ultimately increases interest in the museum.

The presented work aims to analyze the cultural, educational and public activities of Telavi Historical Museum. Both qualitative and quantitative research methods have been used: 1. Documentary analysis - we reviewed the museum's internal documentation, reports, and project descriptions, thereby assessing the content and structural characteristics of the museum's cultural and educational policy. 2. Interview and observation method: Interviews were conducted with representatives of the administration, educational and visitor departments of Telavi Historical Museum, and tour guides. Regular visitors of the museum were interviewed – as well as, representatives of Telavi public schools and Telavi State University. 3. Analysis of program material: As a result of the content analysis of educational projects, master

classes, and thematic events developed by the museum, their structure, target groups, learning objectives, and interactive components were discussed. The purpose of analyzing the program materials was to assess their effectiveness, as well as age and thematic appropriateness.

As a result of studying the public and cultural-educational activities of Telavi Historical Museum, we have formulated the following findings and conclusions: the museum is no longer just a repository of exhibits, but rather an active public, educational, and cultural platform. Museum staff are aware that visitors should be perceived not only as spectators of exhibits, but also as participants of museum activities. The programs that have been recently developed by Telavi Museum promote the engagement of different age groups, develop critical thinking among young people, and revive historical memory, promoting cognition and a sense of cultural and national identity; Programs include excursions, conferences, and thematic lessons.

Telavi Historical Museum has always been and still remains an important Georgian tourism destination and a cultural and educational center of Kakheti region. Promoting and developing museums should be an important element of the strategy to position Georgia as a tourist-attractive country.