THE ESSENCE OF THE COMMUNICATIVE COMPONENT TOURIST MANAGEMENT

Abstract

The article is devoted to topical issues of tourism development in Ukraine, in particular, approaches to its organization in terms of tourism management in general and its communicative component in particular. Separate researches and publications on characteristic features of tourist management are analyzed, its basic principles - humanization of industrial relations, business partnership, economic decentralization, and also priority directions - revealing of microsocial structure of the tourist enterprise or its groups and relations between them, formation of small groups – «autonomous working teams», «target groups» as the main condition for the mobilization of collective efforts, the selection of informal groups based on the results of sociometric research. It is noted that tourism management considers the company not as a technological link of social production, but as a social subsystem of a market economy. The process of communication is characterized as the basis of the communicative component of tourism management, emphasis is placed on verbal and nonverbal forms of communication, in connection with which it is emphasized that in the process of communication using the means or symbol used to transmit it. The basic model of communication within tourism management is considered, the following components are defined: the person who generates the idea or collects and transfers information (addressee); message - information encoded with written or oral signs; channel, means of transmitting information; the person to whom this information is intended and who interprets it (addressee); noise. Possibilities of application in tourist management of such technologies of communicative management, as propaganda, «public relations», situational model of management of communications are outlined. It is noted that the effective implementation of the communicative component of tourism management, optimal consideration of verbal and nonverbal communications, the use of technologies and tools of communicative management will contribute to the further development of the tourism industry as one of the most promising economically, culturally and socially.