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The following paper presents methodology of valorization of geotourism objects adapted to meet the expectations and needs of various groups of potential recipients: tourists (casual, witting, hobbyist), educators (school teachers, academic staff, guides, organizers) and investors (owners, managers). Any geotourism object can be valorized using four principal categories of criteria: visual, cognitive, functional and investing. Each category is evaluated separately and selection of particular criteria depends on the needs of given recipient.//