Tourism and recreation in the XXI century: problems and prospects

1. Communication in the tourism business 
Intercultural communication is considered a paradigm in the development of tourism. Its essence 
is the dialogue in the mosaic system of national character. Characteristic of this dialogue is the 
exceptional dynamics and the need for adaptation. Intercultural communication in the tourism business 
is multifactorial, multi-faceted. It is a multi-functional system of interactions between subjects with 
their needs, intentions, desires and motivations. On the one hand are the users of tourist products and 
services, on the other - the professionals, professionally engaged in tourism, from the third local 
population. These are communicators in the tourist business. Their status as communicators is too 
dynamic and therefore unambiguous. Significant donor in the tourism communication are the travel 
agencies, tour operators, specialists in the organization of the activity. 
In intercultural communication in tourism, communications are made of the following types: 
1.
"guest-farmer", where tourists take the role of a community of initiative, and the local population 
is a reciprocal community. (In a sense, the latter could be defined as the community of the victims 
of tourism). 
2.
“Guest – Guest”. This is communication between representatives of one or more initiative 
communities on the territory of the reciprocal community. 
TOURISM AND RECREATION IN THE XXI CENTURY: PROBLEMS AND PROSPECTS
3-4 May 2019
212
Baku, Azerbaijan

---

3.
"Host - Provider of the Tourist Service" – i.e. communication between the reciprocal community 
and the tourists - carriers of active mediation function. 
4.
"User-provider". This is a communication between representatives of the initiative community of 
tourists and tourists from a transit or a reputable community [9, p.34]. 
Real cultural, religious, psychological, political, historical and other differences between 
communicators strongly tune behavior and are potential conditions for misunderstandings and 
contradictions. 
Tourism is a purposeful and organized activity that employs a set of different types, forms, methods 
and methods to achieve communication efficiency and economic efficiency respectively. It handles 
"messages" in order to create meaning and meaning for tourists. 
In tourism there are different types of communication, determined according to the way of achieving 
the goals: imperative communication, manipulative communication, trust communication, role-sharing, 
ritual communication [9, p.89]. 
The empirical (authoritarian, direct) communication is one in which one of the communicators strives 
to subordinate their will and interests to the others, to control them and to force them to make decisions and 
perform certain actions. It is not typical of the tourist business. The "soft forms" are more appropriate to 
influence the thoughts and desires of the people [11, p.61]. 
A very characteristic form is manipulative communication on an interpersonal and broader basis (for 
example, in tourist advertising). Its essential feature is the disguise in directing the behavior of the 
communicators in the direction desired by the manipulator. As appropriate in tourism techniques can be 
mentioned: the distraction of the recipient and the reduction of his / her criticality; creating motivational 
tensions in the recipient by updating his aspirations, recognition, expression, etc. 
Confidential or humanistic communication (communicating with a "human face") takes the form of a 
dialogue between equal participants. It is conducive to modeling a psychological atmosphere and 
establishing relationships of proximity, trust and satisfaction. 
Perhaps the most typical of the tourism business is role-playing. Communicating countries have 
defined roles, including professional ones, followed by established duties and responsibilities. Their 
behavior is largely predetermined. The communication acts complies with the Community label, expressed 
in a set of formal requirements. 
In addition, another variation of interpersonal communication - ritual communication - is included. It 
is manifested in banal courtesy, greetings, excuses, invitations and conversations of common themes or in 
tactical silence, nodding, gifts, clothing, handshakes, and other signals. Ritual communication is designed 
to focus attention on people, even to give a symbolic response to expectations, to create order in complex 
relationships. It is heavily dependent on nationality, age, marital status, gender, education, social status of 
communicators [9, p.131]. 
The communicative qualities and skills of people working in the field of tourism are referred to as 
"communicative competence", "communication." The communication of the individual is influenced by 
factors such as temperament, character, needs, goals, experience, age, etc. The most severe is the 
temperament expressing the characteristics of the type of nervous system: the power, the equilibrium, the 
mobility of the psychic processes, the degree of emotionality of the reactions [6, p.112]. Adverse factors are 
psychic barriers, growing into communicative barriers, barriers of a linguistic nature, and others.