CULTURAL TOURISM AS AN INSTRUMENT OF INTERCULTURAL COMMUNICATION
DOI:
https://doi.org/10.29038/2524-2679-2021-03-93-102Keywords:
intercultural communication, paradigm of modern education, precedent phenomena, cultural tourismAbstract
The article deals with the concepts of culture, tourism, communication and their relationship. Tourism focuses on the fundamental principles of exchange between peoples and is both an expression and an experience of culture. Cultural tourism is much more than the production and consumption of «high» art and heritage. It penetrates some deep conceptual areas concerning how we build and understand ourselves, the world and the multi-layered relationship between them. Before defining what, cultural tourism is, we need to define the meaning of the term culture. Cultural tourism can be characterized both in terms of supply and demand, as well as in terms of theoretical and practical approach. Cultural tourism is associated with intercultural communication. Culture influences the norms and patterns of behavior of different societies, including the role and importance of culture in the process of creating communicative styles. Intercultural communication in the context of cultural tourism is seen as a specific interaction between «us» and «them», a friend and foe in which cultural exchange takes place. The aim of the article is to reveal how cultural tourism serves as a tool to improve intercultural understanding; how the cross-cultural misunderstandings can be corrected or rectified using cultural tourism as a mechanism.
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