Державне управління міжкультурними комунікаціями туристичної сфери в умовах суспільних трансформацій

Abstract

The article considers the concept of formation of crosscultural communications in the field of tourism in the context of social transformations as a theoretical point of public administration science. It is substantiated that crosscultural communication contributes to the intensification of international communication and cooperation. It is proved that the effectiveness of public administrating the formation of crosscultural communications in the field of tourism is achieved not only by the implementation of appropriate legal mechanisms, but also the capacity of public authorities.In the field of social relations, tourism can claim a certain structure forming level. The presence of tourism potential allows countries to gain serious positions in the world market. The major role is played here by public governance.While exploring tourism as a communicative and cultural phenomenon, it was noted that tourism covers the cultural peculiarities of a nation, its traditions, historical way of life, as well as universal, global trends and features in the field of culture that are present in the modern world. Intensive development of tourism has led to the need to analyse various aspects of this phenomenon, including its communicative and cultural implications.It was found that the communicative feature of this phenomenon is a combination of international and national cultural origins. At the same time, researchers began to pay great attention to the nature of value-based cultural communications, their dynamics, norms, ideas, thoughts and beliefs prevailing in certain ethnic groups of different nations. The process of social globalization has sparked interest to problems of cultural interaction and cultural identity of nations.The author emphasizes that tourism has started fostering the ability to live in an ever-changing world, where borders between the states are becoming less important and direct contacts between people are gaining more weight. The phenomenon of tourism would be impossible without the spatial communication of humans. It has contributed to the emergence and formation of cultural, economic, social, informational, and scientific domain of the mankind. In the context of social transformations in the modern world tourism driven intercultural communication is gradually transformed into a global social phenomenon.The article presents the author's views on the theory of intercultural communication in tourism, which has contributed to formation of a scientific paradigm on the idea of movement, mutual meetings and integration of different cultures. At the same time, cross-cultural communication reflects the trends towards the preservation of cultural identity rather than only the search for the cultural integrity of the state arranging the vital principles. In particular, it reflects the right to cultural self-determination, both personal and social. Considering the concept of intercultural communication of tourism as a cultural and historical phenomenon, the author comes to the following conclusion: tourism is aimed at human’s physical and spiritual improvement as a way of individual development and self-actualization; tourism is a way to implement cultural benefits; tourism is a powerful impetus to economic development both at local and global levels activating the employment. In addition, tourism, as a potent factor in intercultural communication, contributes to intensification and escalation of international communication and mutual understanding. The government should implement the set goals and tasks through the efficient functioning of competent public authorities entitled to public management of tourism rather than through only legal and regulatory support to tourism. This activity involves multi-dimentional internal and external phenomena and dependencies, it has a multi-purpose nature and requires further research.