Abstract
The study is conducted within the framework of tourism axiology. The paper aims to reveal axiological potential of rural tourism. The author presents a survey of the existing views on the place of axiology in the system of philosophical knowledge, evaluates the potential of axiological approach in tourism studies. Scientific originality of the research involves revealing mechanisms by which tourism as an activity and a cultural practice influences social values. The findings indicate that these socially determined mechanisms are associated with the process of developing value relations influenced by different factors. The conclusions are justified by the examples of “Lion House” museum activity.
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