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Как этнические и социокультурные векторы туризма развиваются в Великобритании - сближаются или держатся на расстоянии
ТУРИЗМ / TOURISM
УДК 316.7
DOI: 10.24411/2413-693X-2020-10301
Как этнические и социо-культурные векторы туризма развиваются в великобритании — сближаются или держатся на расстоянии
ТИНЯКОВА Елена Александровна
доцент, доктор философских наук, Сергиево-Посадский гуманитарный колледж, Сергиев-Посад, Московская область, Российская Федерация etinyakova@bk.ru
Аннотация. С одной стороны статья представляет новую ветвь науки — этносоциологию, а с другой — даёт социо-культурный спектр видения туризма в Великобритании. Описывая формы и методы туризма, наиболее типичные для Соединённого Королевства Великобритании и Северной Ирландии, автор старается подчеркнуть национальную особенность туризма страны, зависящую от географического положения и природных условий. Традиционный подход к пониманию этничности на основе этнологии определённым способом ограничивает культурный анализ в широком пространстве социума. Этнология не поможет нам существенно понять, почему Германия имеет систему туризма, отличную от Великобритании, потому что этнология имеет дело с архаичными и более сельскими формами культуры — традициями и обычаями, утвердившимися в прошлом. Исследования туризма нуждаются в применении современных тенденций в социо-культурном развитии. Индустриализация, новые технологии и последние достижения в коммуникации породили новые черты в антропологическом имидже людей. Как культура в самом широком смысле стала называться «модерном» и «постмодерном», так и туризм как ветвь культуры. Это как раз этносоциология. Конечно, влияние климата, географических условий и природы уже были объектом научного исследования, прежде всего во французской философии и естественных науках Века Просвещения. Однако автор статьи продолжает эту исследовательскую линию. Только на «новой почве современной среды обитания и социума», таким образом подход рождает новую науку- "этносоциологию".
Ключевые слова: туризм, этничность, социология, культура, формы путешествий, индустрия туризма, климат, природа, география.
Для цитирования: Тинякова Е.А. Как этнические и социокультурные векторы туризма развиваются в Великобритании — сближаются или держатся на расстоянии // Сервис Plus. 2020. Т.14. №3. С. 3-11. DOI: 10.24411/2413-693X-2020-10301
Статья поступила в редакцию: 01.07.2020.
Статья принята к публикации: 01.08.2020.
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Development of ethnic and socio-cultural vectors of tourism in Great Britain — blending or standing separately
Elena A. Tinyakova, Ph. D of philosophical sciences, Associate Professor, Doctor of science, Honoris causa, etinyakova@bk. ru
Sergiev-Posad humanitarian college, Sergiev-Posad, Moscow Region, Russian Federation
Abstract. The article presents a new branch of science — ethno-sociology - on one part, and on the other gives cul-ture-sociologic frame of tourism in Great Britain. Describing forms and methods of tourism, most typical for the United Kingdom of Great Britain and Northern Ireland, the author tries to emphasize the ethnic specificity of tourism features of the country, depending on geography and nature. Traditional approach to understand ethnicity based on ethnology somehow restricts culture analysis on a broad social level. Ethnology won't help to understand why Germany has a tourism system different from Great Britain, because ethnology deals with archaic and countryside forms of culture-traditions and customs that have got confirmed in the past. Tourism research needs the latest tendencies in socio-culture development. Industrialization, new technologies and the latest development in communication have produced new traits in anthropologic image of men. As culture in general, ethnicity has become modern and postmodern. It is just ethno-sociology. Of course, the influence of climate, geographical position and nature has already been the object of research, first, in French philosophy and natural sciences from the Enlightenment. However, the author of this article prolongs this research line, only on new « social soil«, hence this approach gives birth to a new branch of science — ethno-sociology.
Keywords: tourism, ethnicity, sociology, culture, forms of travelling, industry of tourism, climate, nature, geography.
For citation: Tinyakova, E. A. (2020). Development of ethnic and socio-cultural vectors of tourism in Great Britain -blending or standing separately. Service plus, 14(3), 3-11. DOI: 10.24411 /2413-693X-2020-10301 Submitted: 2020/07/01. Accepted: 2020/08/01.
Introduction. What is ethno-sociology in tourism like? To present the new branch of science «ethno-sociol-ogy» the author has chosen such branch of culture as tourism. Exchange of cultures is most active in tourism. And it is true not only for travelling abroad but even in a native country tourists can discover culture national depths not known for them before. As far as national content of society is concerned it is not even in its national saturation. And this unevenness is growing in contemporary active international exchange of cultures. The author understands «ethno-sociology» as typical forms of behavior, habits, traditions, customs, peculiar ties and relations with nature, fauna and flora, leisure pursuits, hobbies, curiosity to meet something new, distribution of mass, group and individual time spending, cycling life with dependence on climate and geographical situation, etc. in general all ways of organizing life and being [3;5], As we see, the spectrum of these features is very broad to be included into traditional culture.
This broadness may be compared in relation of two scientific notions —ethnic and national. When concentrated ethnic essence gets dissolved in socium it becomes national.
Let's use the name of the proposed science «ethnoso-ciology» for tourism. Tourism service in a certain country has various national typologies and strategies, but it is just to remark that tourists' places of concentrated ethnic content, full of traditional culture in historically preserved form, take a rather small part of tourism space, this content is mostly dissolved in events of modern tourism design. The term «historical and cultural resources of the territory», the usual term for planning and organizing tourism, seems «collecting, enumerating». That is why the author of the article proposes the term «ethno-sociology» that goes deeper into specific features to understand peculiarities of places for tourism and forms of visiting them. The term «historical and cultural resources of the territory» is static, the tern «ethno-sociology» is dynamic. Where is the man in the term
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«historical and cultural resources of the territory»? It points only to material medium, objects for visiting. As far as the term «ethno-sociology» is concerned, it teaches to understand how this or that object of tourism lives in society! «Historical and cultural resources of the territory» have different lives for native dwellers and for tourists. A place for tourism is discovered for visitors not only by a guide. This discovery has several layers: first a guide's information, then how the place, visited by tourists, is connected with history of the foreign country and the guest's country, further on it is very important what social status this sight has nowadays, how it is preserved; the attitude of native dwellers also influences on tourists' impressions and adds to a guide's information; and at last what portion of national culture contains in an object for tourists. Besides how does traditional, ethnically concentrated culture meet modernity? The decision of this meeting is different in various countries. That is «ethno-sociology». It shows how ethnic cultural component, coming from the depths of history, is getting adapted to the world with modern technologies, how the archaic past in traditions and customs doesn't lose its charm in comparison with modern achievements. The forms of this cultural adaptation are various in countries. And tourism comes first «in paving ways» for the archaic traditional past to modern industrialized world. The way how the ethnic hereditary nature «enters modernity» is very important for developing tourism strategies. Ethnology is considered a prominent culture and society-forming factor for tourism strategies and organization by the author of the article. The conception of «ethno-sociology» is born from this interpretation.
Here the author would like to insert her opinion of deciding the problem of presenting Russian national culture in tourism. Russia is ethnically diverse, but this content is sometimes used in populistic way of modernizing traditions and customs, material forms of this part of culture. The author, partly being an ethnographer in research alongside with Russian history, keeps to the view that modernizing traditional customs and habits should observe ethnic exactness. For ethnographers it is very actual, they consider that it is like making a historic event false, because ethnography and ethnology are primary historic in essence. Russian tourism is sometimes overloaded with falsely modernized events for tourists. More often it happens with entertainment plots, newly-composed folklore-type songs, traditionally designed costumes «going beyond historically true features», etc. but it is more typical for tourism of low quality. Ethnically rich Russia doesn't need such cases.
For further presenting her ideas the author has chosen tourism in Great Britain. First of all because of following the antique philosophical piece of advice that comparison always adds to gaining new useful experience. As Sally Balcomb, Director of the Tourism Agency «Visit Britain», said, tourism is a strong branch of British economy [12]. It gives 9% of GDP (gross national product) a year and occupies 10% of work places. For the anniversary «50 years of tourism in Great Britain» Sally Balcomb summarized the fruitful results and noticed that tourism is a global business and it is growing faster that digital ones [11]. In 1856 the firm owned by Cook organized the first group trip to Western Europe. This date is considered the start date of international tourism [10]. Great Britain is considered to be the motherland of contemporary tourism.
Great Britain unites four kingdoms and each of the them has its own specific tourism conditions of geographical position, climate and historical past. That is why tourism in Great Britain is multi-styled and offers plenty of attractive objects for tourists. London stands at the height of world travelling. Russia is also amazingly rich in tourism resources, but the territory of Russia is immensely larger. In Great Britain the following lines give national coloring to tourism business: to present most prominent events of British history (that can be either unknown or on the contrary well-known to visitors, sometimes even an unsolved mystery); Scottish and Welsh ethnic components are brightly shown and in possible exactness to the origin; music is much applied in events for tourists, both classical and popular (various song groups); for mass entertainments the «frame» of a festival is often used ( there are very many various festivals organized in Great Britain); events for tourists are often combined with sport events; among tourists Great Britain is called «walking» and the British government plans to give routes that can cover the whole England and Wales on foot (now in 2021, but it was the plan for 2020 and because of pandemic the plan is going to be realized in 2021); one of the brightest features of British tourism is extravagancy — the organizers and plot-makers are constantly searching for something new and unusual for tourists, especially in tourism musical events — it seems that there is no end for their fantasies. The more detailed analysis of British tourism as their national type will be given further on.
Analysis of publications. References basis of the article, its role in the author's contribution. The source base of the article is rather rich. The published books and internet resources refer to nowadays. The book by Zavyalo-
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va V. «Mind the gap» [1] opens the door to get to know «the unknown Britain», that differs how it is presented in Russian advertizing literature. The image of a successful tourist should not be framed only by a great interest for the place he is going to include into his tour. One must surely be able to get quickly adapted to the new unknown environment in the street, cafe or hotel. And this book just gives a chance to become a British man for the time of his tour. The surrounding atmosphere of the country or place, a tourist is visiting, can also become part of the travelling charm. This preparation for a journey has not got included into most of advertisements for travelers. Here it is just the time to draw attention to one trait of tourism business in Great Britain. First a bit of data. By air tourists from 114 countries come to Britain — it makes 73% of tourists coming; by sea 14% and through Eurotunnel 13% [12]. And this is not the latest data. Today surely more. In attempt to meet tourists with welcome comfort clerks of British tourist agencies learn foreign languages of guests very actively. It is one of prominent strategies in development of tourism in Great Britain. The mentioned book by Zavyalova V. just gives orientation to master the necessary style of the English language for travelling. One may have a good command of literary bookish English but in traditional situations for tourists fail. The author of the article would define this style of English as a component of her conception «ethno-so-ciology» because the linguistic and cultural characteristics of this style are formed in the depths of social manners.
The two books «Paradoxal Englishmen, 2469 facts» and «Watching the English» [5;6] represent the author's conception of «ethno-sociology» in full. The first book is translated into Russian, the second one is in the original, in English. The author Fox Kate is a hereditary anthropologist, but her manner of narrating is not learned but very socially picturesque. After publishing her books caused a flurry of rave reviews, and many of them were sociologists. Especially the second book is full of humor and exact remarks supported by real facts and statistical data. K. Fox tells the readers about hereditary unexplainable habits of Englishmen, about subcultures. A reader has an opportunity to get acquainted with «the English world» with its culture, fads, whims, oddities, caprices and weak points.
The authors Walshe I. A., Khimunina T. N. and Konon N. V.[4] present studying Great Britain without «an intermediate description». Reading about the events- festivals, holidays and various forms of entertainment-we perceive not only superficial effect but also spiritual, moral, psychological and social needs of British people in such situations.
Here we are again coming to the conception of «ethno-so-ciology»: how traditional ethnically concentrated culture finds a proper place in contemporary society. Foreign tourists are involved into such festive entertainments together with native British. The bright emotions of Englishmen drag foreigners into the whirl of impressively designed plots.
The book by Matt Rudd has the word «guide» in its title[8]. And it is really the one. The author tells us how British people live everyday life, their challenges, likes and dislikes, what types of men and women a tourist, who has come to United Kingdom, can meet either at the theatre or cafe, in a museum or during excursion, or anywhere else. Various types of men in a foreign country are also a capturing object for tourists! The content of the book coats its reader with the social atmosphere of Great Britain. Being a true tourist doesn't mean to see some material objects but spiritual level of tourism is also very important. Understanding people of the country, one travels across, is becoming more and more significant in tourism. But this problem often lacks in preparing tourists for travelling. People themselves, their characters, sociality are also the object of tourism.
Scotland has always been one of the dearest parts in Great Britain that attracts crowds of tourists from all countries. And it is loved by the British themselves, the royal family included. Today Scotland is called the «British Silicon Valley», it houses the branches of large corporations and produces most of the industrial complex and components of the UK. As a result, the major cities of Scotland, primarily Edinburgh, attract production business and congressional events for discussing international problems. But problems of producing business is not tourism, though tourism itself is a business but within culture space, not industrial production and the ethnocultural wealth of this part of the country does not go by the wayside for tourism. Scotland's past is too often seen through a spectrum of myths and misconceptions. In his book, Rab Houston explores the key themes from more than 1,000 years of Scotland's very real and very fascinating history[7]. Covering everything from the Jacobites to devolution and to the modern economy, this concise account presents a fully-integrated picture of Scottish society, culture, politics and religion. Houston examines a range of important subjects, including how an independent Scottish nation emerged in the Middle Ages, how it was irrevocably altered by Reformation, how links with England and economic change have affected Scotland, and how Scotland has in turn influenced the development of the modern world. The book shows as well why Scotland's history has made it distinct from England,
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both before and after Union, and why it has today arrived at a political, social and cultural watershed. Authoritative, lucid, and ranging widely over issues of environment, people, and identity, this is Scotland's story without myths: an ideal introduction for those interested in the Scots, but also a balanced yet refreshing challenge to those who already feel at home in Scotland past and present. Scotland appears a political, social and cultural phenomenon.
The book by Henry Morton can be called «a classic research on ethno-sociology» [2]. He travelled across Great Britain exhaustively-from London to the most remote corners of the United Kingdom. He is considered «classic travel writer». And H. Morton gives a warning in his books: if one wants to know a country, he shouldn't concentrate only on the capital and its outskirts; the farther one is from the bright cities, the less spectacular becomes the landscape, the less of capital sparkling and fuss and hassle but the more frank people are, their emotions are not false. So H. Morton declares «man» the most interesting socio-psycho-logical object of tourism. This idea matches the author's conception of «ethnosociology».
Methods and methodology. Developing a general view of tourism system in the United Kingdom of Great Britain and Northern Ireland the author has used structuring methodology that helped to identify ways to present tourists' places in the country more attractive. The festival style to organize entertainment events is very popular in Britain. There are 8 big and very popular festivals, besides there are a lot of small ones throughout the country. All festivals are musical events first of all. There is a lot of music-classic and popular, choral and instrumental. British people love music. Glastonbury Festival has taken place from 1970. It is the biggest and most crowded event. The program of the festival includes contemporary performing arts, dancing, theatre and circus performances. From its birth it is predominantly rock festival. Great performing figures come from other countries. The festival events go 6 days and more than 135000 peoples visit it every year from all parts of the world. Glastonbury Festival is situated in the Worthy Farm, in the county of Somersetshire in Southwest England. Many volunteers take part in the works of the festival. The financial results of the festival are charity. By the way it is typical for other tourists' events in Great Britain.
The other very popular festival is in Aldeburgh. It was founded by the great British composer Benjamin Britten in 1948. In its musical content this festival is closer to classic music. One feature typical for entertainment events,
tourists' included (prepared beforehand and spontaneous), is search for something new and original in performance, design, music compositions. This festival sets the goal of promoting young artists, singers, musical instrument players in creative development. Aldeburgh festival can be called famous laboratory of contemporary arts developments, not only of Great Britain, but also other countries.
Musical festivals are gaining popularity. As far as music is concerned, it is a strong branch of social policy in Great Britain in general. Orientation to music, rather viewing the surrounding world through music, begins already at schools and even earlier in kindergartens. But specific pedagogical methodology and following psychological response of those brought up, are peculiar in Great Britain. At school children and teenagers get acquainted with musical instrumentskeyboard instruments, bowed, woodwind and brass ones. They either learn to play or listen to musical performances. There are two-three-four instrument ensembles or chamber orchestras. One feature is very important to be remarked. Within musical space of Britain singing occupies a prominent place, both solo and to accompaniment, individual and choral. That is why younger generation is already getting ready to take part in British musical festivals all over the country. The author gives an important remark: to make tourism events successful native population should also be educated and prepared for that; it is somehow a test for quality of tourism.
A very interesting and capturing feature of British festivals is their names. The Festival «Green man» takes place in southern Wales. This festival attracts free-thinking and curious people. The Irish and Scottish music, songs and dances are very spectacular. And even in advertizing there is the Scottish word «ceiligh» that means «holiday». This minor remark in the description of the festival has a great meaning. Many tourists' events have predominantly Scottish, Irish or Welsh strokes. These ethnic types are very bright and most studied in Great Britain, but there are also other specifically ethnic features, probably from England, the middle of the country. The festival « Good life experience» (Wales) tries to return tourists to «simple enjoy-ments». There are episodes of presence in wild nature, medieval fair's competitions, etc. The wilderness Festival in Oxfordshire is true to the behest of the French philosopher J.-J. Rousseau to return to the wild nature to get rid of civilization-ill development. The other Welsh festival «Festival No.6» offers an alternative to active entertainment for the mind — «philosophical tours». It is very actual to pay attention to this psychological strategy of activating
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the mind. Most tourists' excursions are overloaded with information: everything is interesting, tourists try to memorize the information, sometimes if a guide offers a historically competent excursion, tourists can't accept this information. Then rest turns into hard mental work. And the Welsh festival «Festival No.6» offers intellectual work without tiredness or monotony of difficult information. Because rest without thinking is no psychologically good rest. A man is an intellectual being.
British people are inclined to search for something unusual. It has already been mentioned before. Cornbury Music Festival can serve a good illustrative example. It takes place in the county of Oxfordshire. It is considered «the most civilized festival» in the country. There is a hidden thought here. By its events the festival brings participants closer to nature, mainly through folklore. So folklore in British tourism strategies keeps the basic core. This methodology helps to see Great Britain, one whole country as «one in many types». The way, how folklore is used in tourism of Great Britain, is very precious from the point of view of civilization development. It keeps to the original forms — these are somewhat of ethnic citations into our modern, industrialized, changed through latest technologies world. This methodological approach has a good psychological consequence-spiritual refreshment for the human mind tired of «artificial world of contemporary technologies substituting human actions». This idea is growing even larger: how to make tourists' tours give strength and energy to people instead of tiredness and discharge people of negative releases of blocked energy after work during holidays.
Tourism in the United Kingdom collaborates with social service. Almost all big festivals make substantial contribution to charity. Smaller festivals are more connected with political, social and ecological problems. Here is an example of a festival having ecological orientation. Pembrokeshire Fish Week Festival takes place 90 miles to the west of Cardiff, the capital of Wales. Here is the only coastal national park in the country. It is very picturesque and unique in landscape. The festival includes more than forty events. And due to its geographical position all of them are fish-thematic: culinary shows, competitions, tasting, street concerts, parties of fishermen's popular stories, etc. It is just the time to mention one general feature of British tourism-the near position and surrounding force of the sea is felt in everything. So British are islanders[10]. One more ecological festival- Chambala Festival in Northamptonshire. The festival gives the calling to preserve nature. That
is why its work uses exclusively new type of energy and eating is devoid of meat and fish.
Tracking methodology of British tourism helps to rest from civilization. A tourist may be offered such walking routes where he won't meet either a man or a car[9]. Tourism advertisements inform that it is a pleasure to travel across Britain on foot. There is sports training hidden here besides rest! Englishmen adore walking, it can be considered the national trait of character. On foot travelling is followed by cycle travelling. Everyone chooses what he likes. Numerous public footpaths have coated the British Isles as a web. There is a wide range of them — from short paths to promenade to distances of a hundred miles. There are many private territories and permission for passing is marked by «Public pathway» or «Permissive pathway». Poles of yellow and more seldom blue color mark the ways for tourists-Public footpaths and Walking trails. Permission to pass is more often for walking than cycling. Routes for several-day walking are called «National trails». The path web is very dense closer to the coast. These are the most oldest routes, they have a long history. A walker may meet a tourniquet on the way. They are usually of simple, rough wooden construction and their names are sympathetically funny, for example «kissing gates» or «stepped stile», «dog stile». To overcome such simple obstacles is «very English in nature», such walking can be read about in J. Austen's novels. Pass ways for horse riders are marked as «Public Bridleway». Even short pass ways are in good form to walk on. Long distance paths are recognized as social characteristic. The most famous of them is the South-Western Coastal path, that repeats the outline of the coast. It is 630 miles from Pool to Stonehenge. It may take six weeks to cover the distance. While walking along a long path alone there is a problem of safety, but any dangerous happenings are excluded because the British territories are still incomparable smaller than in vast Russia. And still there are appearances of quite peaceful county people doing agricultural works.
When we speak about specific methodology of tourism in the United Kingdom we cant' but mention national type of fantasy-it is mysticism. Let's interpret it the right way not to take the wrong path in understanding the English character. It is necessary to show respect to English literature and remember the novel «The Woman in white» by W. Collins who is considered the founder of detective literature. There are episodes with ghosts in the plot. Then the well-known holiday of Halloween where playing behavior is based on acting and dramatizing ghosts.
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This holiday seems so charming to people of other countries that the traditions are often borrowed exactly or with slight changes. Now let's return to British tourism which has inherited this attractive effect of ghost beliefs. Great Britain is the recognized leader in the quantity of mystic castles and palaces. There are from 2000 to 4000 small and big castles only in Scotland — the tourists' advertising includes 3000. Guides usually tell tourists bewitching and captivating stories in castles to make them hear strange sounds born by their imaginations or due to the acoustics. It gives the esthetic effect of mystery. And mystery is always captivating. From the point of view of psychology it is good for psychic because it somehow leads a person from the real world. There are a lot of legends about souls of the dead all over Britain. Some of such legends have historic support and others are akin to pure fantasy. Mystic impression is not constructed only by sounds but also by vision images. The estate Woodchester in the county of Glostershire has very many mystic histories. From the outward the building is quite usual but inward it doesn't suit living in it absolutely. The building of the house stopped after a sudden death of the owner. Then it had been disused up to the end of World War II, then Americans made it a morgue. Nowadays this place and especially the house attracts tourists who hear strange sounds there, for example music of the 1940-ies. In Britain there are special researchers who study paranormal appearances. At the clock tower researchers fixed a ghost of a monk. Of course there are such mystic legends with attached sounds and visions in many countries. For example in Russia in Orenburg region that is historically connected with the revolutionary peasant Pugachev there are many mystic legends told by guides, there is belief in Pugachev's phantom. But mysticism in Great Britain is much more pluralistic than in other countries. And of course, a lot of tourists consider it a great success to visit the Tower Castle in London. The first ghosts were detected still in the XIII-th century. Nowadays the castle is inhabited by souls of members of royal families who suffered from violent death. Many prisoners were executed in the castle, about 200 lefts-over of skeletons were excavated. Due to the gloomy and intriguing history of the castle various paranormal effects still go on amazing visitors and tourists. Speaking about this feature of tourism content we should warn that mystic stories and appearances are not used for fooling or money making by embarrassment. From the point of view of concrete factual thinking the situations with mystic histories can be called «undiscovered history».
Discussing «the range» — what is specific and what is universal in tourism of various countries? This article has presented many specific and attractive features of British tourism system. Placing tourism service within the country's economy it is evident that these features are effective. For Russian studies of tourism service, experience exchange with Britain and other countries it is necessary to be very accurate in differentiating-what is specific and what can be borrowed or transformed. The first strategy that can be used for tourism development in other countries is to emphasize nationally colored «labels» of culture. Because ethnic difference always has a strong psychological influence. Amorphous from the point of view of national presentation tourists' events will work in idle mode, more over they can cause negative effect, even asocial consequences. The second strategy that makes British tourism business flourishing is respect of historical past. The third strategy which highly competes with the previous two ones is fragile and wise accentuation of geographical position ( in this article the geography of the United Kingdom and Northern Ireland is presented in «tourists' light»), of course with support of safety for tourists' routes and emphasizing the nature's beauties. One more very important problem: tourism ser-vice is sure to be bright and economically effective against the background of ethno-sociology. Visited sights and ex-cursions cannot be torn from the population of the country. People in the streets, cafes, restaurants and hotels back-ground the tourism. Traditionally it is called «hospitality». Communication with native populations is a very important part of the tourism content which foreign visitors should also enjoy. The source background of the article together with the explanation of the introduced notion of ethno-sociolo-gy have helped the author to give a guide to understand wider the tourists' enjoyment during visiting, in our article, the United Kingdom of Great Britain and Northern Ireland. Tourists are in search not only of new material objects and situations during their visits but also of communication with native people of the other country.
Let's draw attention to the most difficult side of tourism service. It is the language of the country that receives guests! For Great Britain the English language makes no problem. English is the chief language of international communication. But here we speak about the languages of guests. And in British tourism service much attention is paid to this problem. Those who work in tourism business learn foreign languages of tourists that come to Great Britain. The amazing fact! Great Britain receives tourists from more that115 countries.
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Conclusion. How to make tourism to serve more productively for civilization development? In the conclusion let's return to the title of the article — «How do ethnic and socio-cultural vectors of tourism evolve in Great Bri-tian — do they blend together or stand separately» — that presents the chief goal of the research done for the article and wide beyond. Traditionally we mark steps of civilization development by prominent achievements of culture, material or ideal, these are pictures, music compositions, sculptors, monuments, etc. The author of the article sets tourism as «a sign-line step of civilization development». The most crowd-collecting places for tourists see millions of visitors. Through the perception of objects of art people themselves become more civilized. But how is the attitude to these prominent places like? How are the visits to these places organized? Every country has its own traditions of tourism organization. Tourism grasps not only places of culture but nature landscapes, it concerns already ecology. «How to open culture and nature to tourists» is a very important branch of social policy. And this problem presents a socium in the most wide spectrum of vision on a national level. This is just the conception of ethnosociology with the example of Great Britain, the country that belongs to the
leaders in international tourism business.
As the author proposes to recognize tourism as an in-
llustrative indicator of modern civilization development, it is quite reasonable to apply the historic stage definitions of culture-'modern" and "postmodern" to tourism. Culture researchers point out the following features of modernism: romanticism, symbolism, logical and completed form, goal orientation, hierarchy, concept plan, conception, mastership, distance, synthesis in creativity, focus, genre, paradigm, metaphore. Postmodernism rejects elitism, formal experiments, tragic element in the experience of alienation.
Postmodernism can be characterized by nonsense, «anti-form» — open or intermittent, a lot of playful activities, the organizational force of chance, anarchy, metonymy, mixing details, etc. Postmodernists declare that it is time to put aside the traditional categories of the beautiful and truthful, because life around us is full of one day things and happenings, false impressions, the world rather imitates than creates. Postmodernists put on the agenda «the total reconsideration of values, modes of thinking». The world order can't be perceived as focused at something single. Sometimes it is difficult to differentiate the important from the unimportant, to point out the chief meaning of a certain culture situation.
The mentioned vectors of culture development can't be ignored in tourism. There is a possibility to set an opposed argument. Tourism exists on a vast historical space that came to life and kept for a long time on the classical conception of culture development. But creation and perception are two different lines of civilization development. A piece of true art works many times in minds of people after its creation and sometimes may change to the opposite. That is why speaking about the application of postmodernism principles to tourism mainly refers to its organizational level. In this article tourism system in the United Kingdom of Great Britain and Northern Ireland has been shown in bright strokes. The positive results of British tourism methodology have confirmation in economic productivity. At the end the author would like to point to some postmodernism features of British tourism system. These are extravagancy, mystic fantasy, improvisation or the «power of chance», mixing with politics, social policy and ecology, further development of ethnic traits in typical to Great Britain variations and transferring tourists' objects and places from the ethnic level to the national-the archaic is changing into modernity.
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Тинякова Е. А.
Как этнические и социокультурные векторы туризма развиваются в Великобритании - сближаются или держатся на расстоянии
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