Tourism and recreation in the XXI century: problems and prospects

2. Moral-psychological dimensions 
Although in terms of activity the tourists are defined as an initiative society, the purpose of the tourist 
business is subordinated to the satisfaction of their needs. Tourists appear to be the addressees of 
communication. The tourism business is focused on modeling their perceptions, and the responses of 
tourists are responding to the impact on their perceptual sphere. 
During tourism, the perceptive and cognitive abilities of the recipients are consciously and actively 
involved. Includes the attribution process – i.e. the grading of objects and phenomena that are the cause of 
the evaluator's later behavior. Every tourist, according to his personal qualities and expectations, perceives, 
interprets, and responds to the experience. There is a mental processing of the information obtained from 
multiple observations. Satisfaction with travel-related communication is determined by the accumulation of 
positive moments and assessments through personalized assessment systems. 
It is necessary to emphasize that the big problem of Bulgarian tourism business is moral-
psychological, civilization - affects the culture of our national community. This problem concerns the need 
TOURISM AND RECREATION IN THE XXI CENTURY: PROBLEMS AND PROSPECTS
3-4 May 2019
213
Baku, Azerbaijan

---

for both tourist and locals to combine expectations of profit with maintaining a good image, providing 
more security and a genuine concern for customer needs. At present Bulgaria lacks the attitude of special 
attitude towards man as a value. It is rather a means of gaining profits. There is no view of the significance 
of the moral-psychological dimensions. This concerns the core of efficiency issues, because tourism is not 
just a business but an interaction between people. The principles of this interaction are set in the community 
and transferred to relationships with other communities. The presence or absence of respect for others is an 
indication of how we, in this case, the Bulgarians, look at ourselves. 
As a job with people, the tourism business should specifically take into account and apply the 
knowledge of psychology of personality and behavioral psychology [7, p.106] .Tourism meets a series of 
deep socio-psychological and spiritual needs that have become the motivation for purchasing tourism 
products. It is necessary to get a deep insight into the motivational structure of the personality. Tourism is 
not a purchase in the material sense - it does not acquire material wealth. Tourism is, above all, a tool for 
the accumulation of experiences, the restoration, the realization of personalities [13, p.73]. With this 
phenomenon, even expectation and memory are part of the product. It is very important to discover the 
factors that give the user a sense of gaining more value. Too often they have an irrational character. 
In order to attract tourists it is necessary to have positive public opinion about the sites of the tourist 
destination. The image of the tourist state - its image in the minds of the people or the one with which it is 
associated (positive or predominantly negative associations that give rise to a feeling of insecurity, anxiety, 
inertia), is of utmost importance. Bulgaria is a country rich in natural and cultural-historical landmarks, but 
in terms of its tourist name, much more needs to be done. (The problem is that when we hear "Bulgaria", 
we usually imagine a country, and Bulgaria does not understand ourselves with its responsibilities.) The 
name of our tourist country should be accepted more personally than any one, rather than an abstraction. 
To build a good vision requires both personal engagement and assistance from professional P.R.-
tourism agencies. 
Researchers are of the opinion that the positive characteristics, objective advantages, and unique 
peculiarities of the state are to be used in the process of shaping the image of the country, adequate to 
reality [2, p.22]. Negative development trends cannot be ignored as far as they are embedded in the basic 
construction of the national image. To omit this - means consciously generating unfavorable conditions for 
perceiving the image of the public. 
P.R. in tourism they perform their traditional functions: informative, prestigious, corrective, barrier, 
advertising and others. They are called upon to promote the authority of the communicator and to create an 
image of the high quality of his products and services, his social responsibilities and moral characteristics, 
the high level of his service technologies, the uniqueness of natural and other assets. 
A very serious work in our country is to be done in relation to the development of the culture of 
communication - respectively the culture of servicing the tourists. But this issue is not solved by specific 
forms of education, but is more a matter of consciousness, value orientation and attitude. There is a close 
link between professional morality, professional standards and professional communication. Labeling 
appears as an external, representative aspect of the ethics of business [4, pp.208-218]. 
The regulation of communication in tourism activity is carried out with the help of international and 
internal standards related to the moral and socio-psychological aspects of the tourist behavior. The formal 
commencement of the development of universal rules and norms in the tourism business is the 1963 Rome 
Convention under the auspices of the United Nations. The management of tourism is taken over by the 
World Tourism Organization (WTO). In 1999 in Santiago (Chile) the WTO adopted the World Code of 
Ethics in Tourism. This Code refers to the World Declaration of Human Rights, the Resolutions on 
Fundamental Rights in Tourism and other documents. Contains the following sections: 
• The contribution of tourism to mutual understanding and respect among peoples and societies; 
• Tourism as a means of individual and collective satisfaction; 
• Tourism - a factor for sustainable development; 
• Tourism - a consumer of the cultural heritage of mankind and a contribution to the preservation; 
• Tourism - a beneficial activity for host countries; 
• Obligations of the participants (Branches) for the development of tourism; 
• The right to tourism; 
• Freedom of movement of tourists; 
• Rights of entrepreneurs and workers in the tourism industry [12].