INTERCULTURAL COMMUNICATION IN THE WORK OF AN ANIMATOR AS A FACTOR IN THE QUALITY OF TOURIST SERVICE
Abstract
The article examines intercultural communication in the work of a tourist animator as a significant factor in ensuring the quality of tourist service under the conditions of the internationalisation of the hospitality industry. The relevance of the topic is determined by the fact that the contemporary tourist product is increasingly assessed not only through its material and organisational parameters, but also through the quality of interpersonal interaction, the guest’s emotional comfort, and the staff’s ability to adapt service to culturally conditioned expectations of different consumer groups. The purpose of the article is to provide a theoretical substantiation of the role of intercultural communication in the professional activity of an animator and to determine its influence on guest satisfaction, the effectiveness of leisure programmes, and the general perception of tourist service. It is argued that, in the work of an animator, intercultural communication includes not only linguistic clarity but also a broader complex of professional actions, such as awareness of cultural norms of behaviour, observance of socially acceptable distance, selection of an appropriate mode of address, proper use of humour, sensitivity to nonverbal signals, and the ability to adapt activities to the characteristics of the audience. The study proves that the quality of an animation programme depends not only on its content but also on the communicative mode of its implementation, since this very mode determines the level of trust, engagement, and emotional comfort of guests. It is established that the intercultural competence of an animator reduces the risks of communicative mistakes, contributes to the formation of a positive emotional experience, increases tourists’ satisfaction, and strengthens loyalty to a hospitality enterprise. The practical significance of the article lies in substantiating the need to integrate intercultural communication into the systems of staff recruitment, training, and professional development, especially for frontline service positions. It is concluded that intercultural communication in tourist animation should be regarded not as an additional soft skill, but as a structural element of an employee’s professional effectiveness and an important resource for improving the quality of tourist service.
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