DEVELOPMENT OF INTERCULTURAL COMMUNICATION IN TOURISM

Abstract

The Russian Federation state policy of internal and external tourism is quite active. The concluding Federal Target Program "The development of domestic and inbound tourism in the Russian Federation (2011-2018)" and the ongoing work on the project of the new program document prove that tourism is a priority of the Russian economy. The operating tourism industry and infrastructure have formed the basis for the development of various touristic programs and routes. The competition between destinations and tourist products is significantly on the rise. The tourist's satisfaction is becoming the key competitive advantage. In the face of the growing market and increased competition within the tourism industry, strategic approaches and operational activities for the promotion of the Russian national tourist product in the global arena and on the domestic market require the transformation and implementation of systemic and targeted management. The ability to offer to the traveler a tourist product that is not only interesting but also comfortable, safe and correspondent to the traveler's spiritual needs is the main factor in the success of the development of tourist companies. The article deals with the challenges of the realization of intercultural communications as a tool for forming a comfortable tourist environment.