The article examines the aspects of a complex study of towns' cultural and historical heritage. The paper highlights the problem characteristics of these towns, which are important to take into account in the sociological research project. They reveal the historical, cultural, social, economic context of towns as well as determine the development potential of these territories. The article presents sociological methodological solutions that are most effective for assessing information content as well as for analyzing opinions, intentions and actions of citizens as social actors.