This paper considers the advantages and disadvantages of digital technologies in the field of preservation of cultural heritage. The methods of creating of virtual cultural storages do not always allow to preserve the true reflection of memory, history and tradition the same way a real museum does and consequently, the axiological meaning of the term heritage is lost. In contrast, virtual museums and digital reconstructions of cultural artefacts help to protect and preserve information which otherwise would be lost. In this paper, we analyze the properties of virtual forms of cultural heritage preservations in the context of interaction between contemporary society and cultural tradition.