SPECIAL ASPECTS OF CLUSTERING IN HERITAGE TOURISM (Evidence from the Central Asian Silk Road section)

The purpose of this research is to develop a methodology for clustering tourism products on the example of a tourist product of heritage tourism.
Methodology – The study used the following general scientific methods: statistical analysis, systemsanalytical approach, theoretical generalization, comparative analysis, scientific abstraction, analysis of causes and effects.
Originality/value – a methodology for clustering tourism products has been developed. The methodology has been tested on the Silk Road transnational tourism product, which is of great importance for the countries of Central Asia.
Research problem – the cluster type of tourism has been developing very rapidly in recent years. However, in the literature and practice there is still no theory and methodology for designing tourism clusters. The article is devoted to solving this problem.
Findings – the concept of a cluster was clarified, which made it possible to explore approaches to clustering and its testing on the tourism product "Silk Road". The highlighted features of clustering processes allowed for the classification of tourism clusters. A conclusion is made about two aspects of clustering: design and clustering algorithm. The highlighted stages of clustering make it possible to reveal the existence of a cluster, identify and determine the degree of clustering. The article provides an example of clustering of the Silk Road tourism product, for which a product carcass was designed, which made it possible to identify spatial characteristics, as well as regional clusters, and it was concluded that this would significantly increase the inflow of tourists to the Silk Road route.

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