Romanova D.
Abstract. The article reveals the importance of development and popularization of cultural potential of family and ancestral heritage. Family and genus are treated as the dominant value of cultural memory.
Key words: Genus, family, civilization, intangible cultural heritage, values, traditions, art, tourism, brand.
Romanova Darya Yakovlevna,
PhD in Cultural research,
senior researcher, Russian Scientific Research Institute for Cultural and Natural Heritage named after D.Likhachev (Moscow),
e-mail: dariam1864@mail.ru