Abstract
The Saami culture in the context of the development of ethno-cultural tourism in the Murmansk region is becoming a symbolic brand of the region and the subject of active use by representatives of the tourism industry and artisans — manufacturers of souvenirs. Souvenirization of the Sami culture has mixed consequences. On the one hand, it contributes to the presentation of the culture of the indigenous population, the revival of Sami crafts, local and ethnic entrepreneurship, the promotion of the brand strategy of the region, on the other hand, the adaptation of an ethnic souvenir to the demands of the tourism market leads to the transformation of tradition and various distortions of the Sami culture.
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