EN
Globalization, paradoxically, often entails revival of local communities. It does not mean, however, coming back to local tradition in its unmodified forms because it is subject to social reconstruction, which exposes it to the risk of changing into a commercial mass culture product. Authentic tradition can only survive when it is supported by spontaneous activities of small groups. The quest for a local identity can be considerably favoured by development of local tourism, which is not so commercialised as other forms of tourist activity. Hence it provides better opportunities to get to know the culture and social life of visited places. Local tourism can become an experience which, in the face of globalisation, constructs identities of local communities. Integrated local communities, being aware of their roots and history, can, on the one hand, open for the changes brought by globalization and, on the other hand, protect their heritage.