The characteristic and meaning of Łowicz culture in regional tourism

Abstract

The aim of the article is to show the cultural heritage of the Łowicz culture whose main

advantage is its characteristic and recognizable folklore. It is a specific Polish cultural

showpiece. Despite its attractiveness, the region and its folklore are not fully used in tourism,

and the lack of a wide social awareness of the region’s folk culture is noticeable. There are a

lot of places in that region which should be modernized, promoted and their authentic cultural

face should be displayed. The article comprehensively presents the elements of Łowicz

folklore and museum institutions which exhibit them, the existing forms of promotion and

popularization, as well as the proposals of how to increase the tourist attractiveness of the

region. Finally, the authors present the results of a survey verifying the level of knowledge of

the cultural potential and folklore in the discussed region among tourists visiting Łowicz and

among its inhabitants.