Development of intercultural communication in tourism
Ol’ga I. Vapnyarskaya, Cand. Sc. (Economics), Associate Prof., firstname.lastname@example.org,
Russian State University of Tourism and Service, Moscow, Russian Federation
The state policy of the Russian Federation in the sphere of domestic and inbound tourism is quite active. The final Federal target program “Development of domestic and inbound tourism in the Russian Federation (2011–2018)” and the ongoing work on the project of the new program document proves that tourism is one of the priorities of the domestic economy. The current tourist industry and infrastructure have formed the basis for the development of a variety of tourist programs and routes. The competition between individual destinations and tourist product is significantly increasing. The key competitive advantage is the satisfaction of the tourist. Strategic approaches and operational activities to the promotion of Russian national tourist product in the international arena and in the domestic market require the transformation and implementation of systemic and targeted administration in the conditions of the growing market and the increasing competition in the tourism industry. The ability to offer the traveller not only interesting but also comfortable, safe, appropriate to the spiritual needs of the tourist product, becomes the main success factor of tourism companies. The article discusses the problems of implementing cross-cultural communication as a tool for creation of comfortable tourist environment.
Keywords: tourism, intercultural communication, guide markets, cultural and religious features
For citation: Vapnyarskaya O.I., Development of intercultural communication in tourism. Servis plus, vol. 11, no. 4, 2017, pp. 37–48. DOI: 10.22412/1993-7768-11-4-1.
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