Professional culture and ethics of a tour guide. Abstract: Professional ethics of behavior of the organization's personnel On the formation and development

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Introduction

A person's behavior is the way he lives and acts. It is in behavior that the essence of a person’s personality, the characteristics of his character, temperament, his needs, views, tastes, desires, and preferences emerges. Only by the actions of people can one judge their inner motives, thoughts and feelings. “The actions of people,” wrote D. Thomas, “are like an index in a book, they point to the most remarkable thing in them.”

A general culture of behavior is manifested in all areas of human relations: social, political, official, family, personal. D. Locke wrote: “In a poorly educated person, courage takes the form of rudeness; erudition becomes pedantry in him; wit - buffoonery; simplicity - uncouthness; good nature - flattery." Any violations of the rules of a culture of behavior or the absence of this culture as such are obvious and lead to disruptions in relations between people. Everyone knows from their own experience how hurtful it can be and how bad your mood can be when someone pushes you, even accidentally, and doesn’t apologize, or says a rude word, or doesn’t notice that you’re tired, and doesn’t give up your seat in transport, or doesn’t will understand your state and will joke when you are not in the mood for jokes. A. Maurois very subtly noted that everyone is convinced that others are mistaken when they judge him, and he himself is not mistaken when he judges others.

1. Culture of behavior

1.1 Byleading a person, what is it?

A person always “behaves” in one way or another - he performs certain actions and actions in relation to the world around him and, above all, in relation to people. It is important to always understand and see with whom you should sympathize, have compassion, help, from whom and when you yourself have the right to expect support and help. In the East, there is a tradition according to which a person does not have the right to reveal not only his bad mood, but also grief and sadness. This tradition prescribes in all cases to maintain a friendly facial expression so as not to burden other people with your worries and experiences. There is no such tradition in our culture, but everyone should remember that the mood of the people around him largely depends on him.

There are two types of behavior, so to speak: verbal (verbal) and real.

Verbal behavior - these are our statements, opinions, judgments, evidence. Sometimes people do not pay attention to the words spoken in moments of irritation or fatigue. Some folk wisdom goes like this: - a word strikes like an arrow;

From the word salvation and from the word destruction;

Don't be afraid of the knife - the tongue;

The word is lost, but people die from it;

One word means a quarrel forever...

An indispensable condition for mutual understanding in communication is a sympathetic, kind attitude towards the interlocutor. This idea was expressed very precisely by teacher and doctor Janusz Korczak: “I have often thought about what it means to be kind? It seems to me that a kind person is a person who has imagination and understands how another feels, knows how to feel what another feels.” Probably everyone will remember the situation: they came to visit friends whom they had not seen for a long time, they were going to have a friendly conversation, but the conversation did not work out. And all because everyone speaks noisily, amicably, with enthusiasm, each has his own and does not listen to each other. And the end result is no pleasure from the meeting. Cicero also said: “You should not take possession of a conversation as a fief from which you have the right to survive the other.”

And many more do not know how to argue, but in “dispute the truth is born,” as the ancients said. We often simply impose our opinion, without caring about evidence, without listening to objections and without being interested in them. “The most difficult thing in a dispute,” says A. Maurois, “is not so much to defend your point of view as to have a clear idea of ​​it.” Popular sayings warn: “Speak, but don’t argue, but at least argue, but don’t be nonsense,” “Whoever doesn’t know how to speak spoils the conversation,” “It’s good to talk when you have something to say.”

Real behavior - these are our practical actions and actions. In our behavior, we usually focus on certain rules, are guided by certain moral principles, to which we subordinate our aspirations and actions. However, knowledge of moral standards accepted in a given society does not always correspond to human behavior. There may be cases of discrepancies between the two. There are often cases when people know moral standards, but do not follow them in their behavior. The correspondence of moral knowledge and moral behavior indicates a person’s high moral development.

1.2 Behavior and character

There is a close connection between a person’s behavior and his character. It is expressed in the fact that it is in behavior that the characteristics and character traits of a person are manifested. Character is a unique combination of psychological qualities, individual characteristics of a person; it is character that provides the basis for judging whether a person is a good person. Words, actions, movements, individual actions and behavior in general allow us to understand the character of a person; they, as it were, highlight to us his inner content, hidden from prying eyes. Popular wisdom says: “As is the character, so are the actions.”

There are a lot of character traits or personality qualities, but they can be divided into two conditional groups.

The first group is character traits that express beliefs and ideals and personality orientation. For example: collectivism (a person puts the interests of the team and the common cause above narrow personal interests) and egoism (a person cares primarily about personal well-being, for him there are only his personal needs and desires); sensitivity and rudeness; sociability, accuracy and irresponsibility, negligence; initiative, a sense of new things and inertia, conservatism; thrift and extravagance; helping others and predatory behavior towards people; modesty, self-criticism and arrogance; self-demandingness and arrogance; self-esteem and arrogance. These character traits or personality traits are moral qualities and act as either virtues or vices of a person.

The second group is strong-willed character traits. They are expressed in the ability and habit of consciously regulating one’s behavior, one’s activities in accordance with certain principles, and overcoming obstacles on the way to the goal. Will is called the basis of character, its main spine. When we say about someone: “A person with character,” we thereby emphasize, first of all, the severity of the strong-willed traits of his character.

Konstantin Vanshenkin has this poem:

The coward pretended to be brave in the war,

Because the cowards were not allowed to let go.

He, pale, rode into battle on his armor,

He joked sluggishly at the halt.

He was spinning and shaking all over,

When we came under bombing.

But he hid his fear carefully and evilly

And he achieved his goal little by little.

And so he got into the role that finally

He became a brave man, almost a natural one.

It would be nice if, say, a scoundrel

Pretended to be noble forever.

Hiding meanness, day by day

He showed the same tenacity.

In everything else, valuing naturalness,

I welcome such pretense!

1.3 BehaviorAndculture

Culture is the totality of the achievements of all humanity in production, social, mental, aesthetic and physical terms. Sometimes they say: “cultural behavior of a person,” and in other cases - “behavior of a cultured person.” It seems that this is far from the same thing.

Cultural behavior is a person’s behavior in accordance with the norms that a given society has developed and adheres to. These are certain manners, accepted ways of communicating, addressing others, which seem to suggest: how to behave correctly and beautifully at the table, to be polite and helpful with elders, with women, to be able to behave in society (both in familiar and unfamiliar ), master the basics of behavior related to professional ethics; understand what is decent and what is indecent to do in a given situation (it is indecent to shout loudly, talk loudly, interrupt the speech of another, impose yourself on friends and acquaintances, ask inappropriate or immodest questions. “About friends,” A. Maurois jokingly notes, “with whom you just had lunch, you shouldn’t say nasty things within a hundred meters of their house”)

We can say that cultural behavior is behavior in accordance with certain generally accepted rules. It reflects these rules and is their external embodiment. These rules may change - behavior patterns will also change.

1.4 What means « educated person"?

In a clear dictionary edited by S.I. Ozhegova says that a well-mannered person is one who knows how to behave well. Again we are dealing with human behavior, because to behave in a certain way means to act in this way, to be a person of such behavior.

A well-mannered person has sufficient tact, he knows how to behave in society, and has good manners. The appearance of a well-mannered person speaks for itself and you can recognize such a person at first sight. He knows how to sit at the table, eat nicely and neatly, does not get lost in unfamiliar company, will not talk to a woman with his hands in his pockets or a cigarette in his mouth.

People's Artist of the USSR S. Giatsintova recalls: “It seems to me that the artist of the Art Theater Vasily Ivanovich Kachalov is the standard of good manners and intelligence. He walked down the street - and you’ll admire him. Both modest and festive. He certainly remembered all the names and patronymics of the people he met. He organically respected people and was always interested in them. With him, every woman felt attractive, a gentle creature, worthy of care. The men felt smart and very much needed by Kachalov at the moment. Vasily Ivanovich seemed to “absorb” into himself other people’s lives, faces, characters, and he was among people like a holiday, like human beauty and nobility.”

2. Professionalethics

2.1 Defishingrelationship

behavior psychological professional ethics

Business relationships occupy a large, perhaps even decisive place in our lives, thoughts, and behavior. And the point is not even that work for most of us occupies the predominant part of active time and absorbs the greatest share of energy. The point is that in the process of labor many of our human qualities are most fully manifested, our social “I” is formed and revealed. And the most important aspects of modern labor relations are business communication and professional ethics of working people.

2.2 Ksomething about professional ethics

Different types of activities have their own, sometimes very significant, specificity, which manifests itself in the field of ethics and culture of behavior.

Professional ethics is a set of moral standards that determine a person’s attitude towards his professional duty.

The moral relations of people in the labor sphere are regulated by professional ethics. Society can function normally and develop only as a result of the continuous process of production of material and valuables. The content of professional ethics is codes of conduct that prescribe a certain type of moral relationships between people and ways to justify these codes. Professional ethics studies:

Relations between work collectives and each specialist individually; - moral qualities of a specialist’s personality that ensure the best performance of professional duty; - relationships within professional teams, and those specific moral norms characteristic of a given profession; - features of professional education.

To find out the origin of professional ethics is to trace the relationship of moral requirements with the division of social labor and the emergence of the profession. Aristotle, then Comte, and Durkheim paid attention to these questions many years ago. They talked about the relationship between the division of social labor and the moral principles of society. For the first time, K. Marx and F. Engels gave a materialist basis for these problems. The emergence of the first professional and ethical codes dates back to the period of the craft division of labor in the conditions of the formation of medieval guilds in the 11th-12th centuries. It was then that for the first time they noted the presence in shop regulations of a number of moral requirements in relation to the profession, the nature of work, and partners in labor. However, a number of professions that are of vital importance for all members of society arose in ancient times, and therefore, such professional and ethical codes as the “Hippocratic Oath” and the moral principles of priests who performed judicial functions are known much earlier. The emergence of professional ethics preceded the creation of scientific ethical teachings and theories about it. Everyday experience and the need to regulate relationships between people in a particular profession led to the awareness and formulation of certain requirements of professional ethics. Professional ethics, having emerged as a manifestation of everyday moral consciousness, then developed on the basis of the generalized practice of behavior of representatives of each professional group. These generalizations were contained in both written and unwritten codes of conduct, and in the form of theoretical conclusions. Thus, this indicates a transition from ordinary consciousness to theoretical consciousness in the field of professional morality. Public opinion plays a major role in the formation and assimilation of professional ethics standards. Norms of professional morality do not immediately become generally accepted; this may be due to a struggle of opinions. The relationship between professional ethics and social consciousness also exists in the form of tradition. Different types of professional ethics have their own traditions, which indicates the existence of continuity of basic ethical standards developed by representatives of a particular profession over the centuries.

A conversation about professional ethics can end with thoughts expressed about two centuries ago, but they sound modern even now, as if the author observed our current life: “Position, position have an influence on a person’s way of thinking, his inner life, his faith more than he himself is aware of this. In most cases, it is no longer possible to distinguish between the way of thinking on duty and free convictions, what comes from the person himself, from what comes from him in connection with his external profession. Take away an infinite number of people from their position, and you take away their faith. Faith is a professional duty. It is not beliefs that support a position, but positions that support beliefs,” said one of the founders of modern materialism, Ludwig Feuerbach.

2.3 Types of professional ethics

Each type of human activity (scientific, pedagogical, artistic, etc.) corresponds to certain types of professional ethics.

Professional types of ethics are those specific features of professional activity that are aimed directly at a person in certain conditions of his life and activity in society. The study of types of professional ethics shows the diversity and versatility of moral relations. For each profession, certain professional moral standards acquire some special significance. Professional moral standards are rules, patterns, and procedures for internal self-regulation of an individual based on ethical ideals.

The main types of professional ethics are: medical ethics, pedagogical ethics, ethics of a scientist, actor, artist, entrepreneur, engineer, etc. Each type of professional ethics is determined by the uniqueness of professional activity and has its own specific requirements in the field of morality. For example, the ethics of a scientist presupposes, first of all, such moral qualities as scientific integrity, personal honesty, and, of course, patriotism. Judicial ethics requires honesty, justice, frankness, humanism (even towards the defendant if he is guilty), and loyalty to the law. Professional ethics in the context of military service requires strict fulfillment of official duty, courage, discipline, and devotion to the Motherland.

2.4 Howtalk to subordinates?

The ability to talk with subordinates is part of the professional ethics of a leader.

The creation and maintenance of a favorable moral and psychological climate in the team is greatly facilitated by individual contacts between managers at all levels and staff.

Direct human connections between the manager and subordinates greatly unite the team and increase the willingness of employees to work “not out of fear, but out of conscience.” These connections are established either in the process of joint group activity, when the leader works in the same team with subordinates, or as a result of group or individual conversations. Moreover, while teamwork as a factor of cohesion was used widely and effectively, conversations were clearly underestimated for a long time. Moreover, it was believed that they were more harmful than useful, since they contributed to the development of familiarity between the boss and subordinates.

American businessmen have nine unspoken rules for conducting business conversations:

1. Set specific goals for yourself.

2. Plan the conversation in advance.

3. Choose the time it will take to achieve your goal.

4. Choose the place and time of the interviews, taking into account their impact on the results.

5. Before starting a conversation, create an atmosphere of mutual trust.

6. From the beginning to the end of the conversation, stick to the main direction leading to the intended goal.

7. Rise to the occasion.

8. Record the information received in a form suitable for further use.

9. Stop the conversation after achieving the intended goal.

At the beginning of a conversation, it is necessary, first of all, to “break the ice,” that is, to remove possible tension and mistrust. This is well facilitated by a friendly and polite manner of conversation, showing interest in the official and personal affairs of the interlocutor.

Conclusion

Currently, the importance of professional ethics in regulating various types of work activities is increasing. This is due to the desire to constantly improve professional standards in relation to changing social relations.

Professional ethics of society cannot represent the absolute truth in people's behavior. Each generation must solve them again and again on its own. But new developments must be based on the moral stock created by previous generations. Today, when there is rapid development of technical aspects and lagging cultural aspects, it is very important to understand that ethical knowledge is necessary to stabilize society. Intelligence should be not only in knowledge, but also in the ability to understand others. It manifests itself in a thousand and a thousand little things: in the ability to argue respectfully, to behave modestly at the table, in the ability to quietly help another, to take care of nature, not to litter around oneself - not to litter with cigarette butts or swearing, bad ideas.

Intelligence is a tolerant attitude towards the world and people.

At the heart of all good manners is the concern that one does not interfere with another, so that everyone feels good together. We must be able to not interfere with each other. You need to cultivate in yourself not so much manners as what is expressed in manners, a caring attitude towards the world, towards society, towards nature, towards one’s past.

WITHlist of used literature

1. “We live among people” Code of Conduct.

2. Candidate of Psychological Sciences I.V. Dubrovina. M. Politizdat, 1989

3. Ethics: Selected works., P.A. Kropotkin. M. Politizdat, 1991

4. Culturology: Textbook for students of technical universities. Edited by N.G. Bagdasaryan. 3rd ed. M. 2001

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In addition to participating in free professionally-oriented competitions, users of our portal are constantly developing in different directions, communicating with like-minded people on intellectual and professional topics in the “Blogs” section. However, on this platform, the guys not only communicate with each other - they post their works, learn to conduct discussions and argue their opinions.

Since the creation of the portal, the content in the “Blogs” section has only become better every month. Initially, the site’s moderators deleted many posts that contradicted the site’s rules, but after a while the participants understood the specifics of the portal: most users stopped copying materials from other Internet resources and began creating unique original content. Along with interesting, emotional, educational blogs came heated discussions and even intellectual debates.

Analyzing the content every month, the moderators came to the conclusion that regular practice in writing texts and creating original multimedia materials affects the development of schoolchildren’s abilities: the professional and intellectual level of the participants increases, and the skills of young poets, artists and musicians grow. Now a huge amount of a wide variety of information appears on the site every day: from discussions of books, films and works of art to discussions on complex philosophical topics. It is precisely such publications that new users focus on, trying to post interesting and original materials on their profile.

And this is one of the main achievements of our friendly team - the organizers and participants of the portal! It is especially important that teenagers also respond to complex “hot” topics that have caused widespread public outcry. By discussing with each other, children learn to correctly perceive certain situations and people’s actions, learn lessons from them, and draw conclusions. Thus, schoolchildren develop not only intellectual abilities, but also spiritual and moral qualities; cultivate worthy individuals and set life guidelines.

However, the blogs on our portal are not just online diaries, but a model of real media. Therefore, we want to draw the attention of users to the fact that they bear great responsibility for their publications. And if participants raise complex controversial topics, this responsibility increases several times. After all, in the “online publications” of schoolchildren there are no editors and proofreaders who can correct mistakes and make the necessary corrections, improving the quality of the text - the children themselves perform the functions of editorial staff. And although aspiring bloggers are not yet professionals, they must observe ethical principles in any work from a very young age and follow the rules of a certain moral code.

Why is it important? In many areas of activity, an employee’s morality and personal qualities play a big role in solving professional problems. Thus, representatives of medical, legal, journalistic and other professions are subject to increased moral requirements, since they are responsible for the life, health, freedom, honor of people and often decide their fate.

Basically, specialists follow general standards of professional behavior, but each profession has its own specifics, therefore, many areas of activity have their own special moral requirements. For example, journalists, writers, bloggers, and speakers need to remember that the word is a very powerful tool. “Always think about how your word will resonate.” Unfortunately, we know many examples where ill-considered actions led to sad consequences and even death. A word is like an atom, it can be destructive, or it can be creative,” advises Tatyana Viktorovna Vorozhtsova, dean of the Faculty of Journalism at IGUMO, deputy head of the Gifted Children portal.

It is worth noting that we rarely encounter serious violations by users of the Internet platform, since all of our participants are highly moral, well-mannered and cultural individuals who behave in accordance with the norms of etiquette not only in educational institutions, being under the control of adults, but also in public places, Internet space. However, children sometimes have difficulty choosing topics for public discussion. Due to age and lack of experience, participants raise pressing topical issues on blogs, but do not quite correctly express their thoughts and conduct discussions in the comments.

That's why we want to remind novice bloggers of some factors that need to be taken into account when publishing materials:

Copyright. Remember that all creative results (essays, drawings, etc.) are objects of intellectual property and are subject to protection by the state. By publishing other people's materials, you violate not only the law, but also ethical standards and moral principles, since you show disrespect for the work of the author ().

Topics for discussion. Remember that children of different ages are registered on our portal - among them are very young users. Pay great attention to the content of materials: choose topics for discussion, taking into account the specifics of the portal and its target audience. Regulate the flow of the discussion that unfolds in the comments under your publications so that the discussion does not reach a dead end or turn into an exchange of barbs between participants.

Reliability of published information. Remember that posting false information and distorting facts is unprofessionalism, a violation of the moral code, and a manifestation of disrespect for your readers. Take a serious and responsible approach to the collection, processing and dissemination of any information. Check all facts and use materials obtained only from reliable sources.

A culture of speech. Remember that the most important element of culture of behavior and business etiquette is the ability to correctly express your thoughts. Try not to distort the Russian language by resorting to slang expressions, online jargon, abbreviations, etc. On the Internet portal “Gifted Children” the “Blogs” section was created so that children not only communicate on professional topics, but form their own author’s style and harmonious style.

If you have any doubts about a problem/topic that you would like to discuss publicly with your peers, you can always contact the moderators of the Internet portal. Young specialists will tell you how to present information correctly and develop a complex topic.

Create, dream, communicate, create original content, but always remember to be conscientious about your work, honesty, and decency. After all, as you know, only a good person who will never violate moral principles or offend the dignity of other people can become a successful specialist.

You can develop spiritual and moral qualities and cultivate a cultural personality with the help of our competitions, which are held on the portal as part of the PatriUm project ().

Ekaterina Kudryavtseva, head of the press service of the PatriUm school

February 6, 2018

The professional culture of a specialist has a complex structure that includes several basic components. Officially, the concept of “professional culture” is determined by the final results of a specialist’s activities. Ethical culture plays an important role in the professional activities of a tour service specialist. As E.A. Lukina reports, special attention here should be paid to the issue of the general cultural component of the service, including its ethical component. Tourism specialists must have the skills to communicate with other people, have a broad outlook, understand the basics of modern life, and be prepared for work related to solving a wide variety of problems. The following basic provisions can be identified regarding the ethical culture of tourism specialists: the ethical culture of a tourism manager is characterized by versatility and integrity; ethical culture is determined by those value systems that determine a person’s life and reflect the personal characteristics of a specialist; the ethical culture of a tourism manager is of an active nature and is determined by the characteristics and specifics of the profession; The process of forming the ethical culture of a tourism manager is dynamic and consists of interconnection, sequence, and integration of stages. Under the ethical culture of tourism managers P The level of ethical knowledge, moral principles, moral skills manifested in the activities of tourism workers when serving clients is taken into account. The ethical culture of specialists in the field of tourism finds concrete expression in the active embodiment of the values ​​of morality and ethics in the relationships between employees of tourism enterprises and clients. The ethical foundations in the professional activities of a tourism manager are formed from those worldviews and moral values ​​that determine the professional behavior of tourism workers and regulate their relationships with consumers. Ethical principles oblige a travel agency employee to organize relationships with clients that correspond to social norms accepted in society. The ethical culture of a guide is realized through the following functions: professional-regulatory, sociocultural (ethnocultural), professional-communicative. Since the ethical culture of a guide is an indicator of his personal and professional culture, it performs a professional regulatory function. Professional ethical standards and values ​​are set out in the Global Code of Ethics for Tourism. The tourism manager determines the strategy and tactics of his professional behavior in situations of interaction with clients (different in age, social status, level of education, needs and motives for travel, etc.) and colleagues in accordance with the requirements and standards of professional ethics. Articles 1 and 2 of the Global Code of Ethics for Tourism define the following principles: “Understanding and disseminating universal ethical values ​​in a spirit of tolerance and respect for the diversity of religious, philosophical and moral beliefs are both the basis and consequence of responsible tourism; Participants in the tourism process and tourists themselves must take into account the socio-cultural traditions and customs of all peoples, including national minorities and indigenous peoples, and recognize their dignity. (Global Code of Ethics) Tourism activities must be carried out in harmony with the specific characteristics and traditions of the host regions and countries, while respecting their laws, customs and traditions.” The sociocultural (ethnocultural) function of a specialist’s ethical culture is realized in daily communication with clients who have different life values ​​and attitudes, goals, needs, and sometimes with different mentalities. The specialist’s task is to be tolerant towards each client, regardless of his social status, religious and political beliefs, or nationality. The need to develop in professional tourism activities certain forms, methods and rules of interaction and communication that meet the requirements of professional ethics, a specific situation, as well as the regulation of one’s professional and speech behavior in accordance with these rules is reflected in the professional communicative function of ethical culture. The ethical culture of a guide includes knowledge and skills to implement in everyday work the norms and rules of relationships, interaction in personal and business communication; a system of professional ideals and values, etc. A special place in ethical culture is occupied by a system of professional ideals and values. Value orientations concentrate all the life experience accumulated by a person in his individual development. This component of the personality structure represents the basis of consciousness, which determines the culture of action, thoughts and feelings of a person. According to I.F. Isaeva, professional values ​​exist at different levels: individual and personal; professional-group and social-professional. The most complex socio-psychological formation is the totality of individual and personal values ​​of a specialist. Professional values ​​in the study of I.F. Isaev are represented by several groups:

· values-goals (reveal the meaning and meaning of the goals of professional activity);

· values-means (reveal the meaning and meaning of the methods and means of carrying out professional activities);

· values-attitudes (the set of attitudes of a specialist towards himself as a professional, towards colleagues, clients, employers, professional activity in general);

· values-meanings (discover the significance and meaning of various types of knowledge: sociocultural, philosophical, psychological-pedagogical, medical, special - for the successful implementation of professional activities); values-qualities (represented by a diverse system of interconnected individual, personal, communicative, status-positional, activity-professional and external-behavioral qualities of a specialist as a subject of professional activity). Thus, the ethical culture of a specialist represents the totality of a professional’s life meanings, including the attitude towards compliance with the norms of professional ethics as an intrinsic value. This attitude is realized in the everyday professional behavior of a specialist, which is characterized by compliance with professional principles, rules, and norms of relationships with clients and colleagues. The communicative component of ethical culture lies in the ability of a service specialist to understand the needs and motivations of the client; ability to listen, demonstrate understanding of the meaning of the contactor’s statements; the ability to establish “feedback” with colleagues and partners in situations of personal and business communication; observe and interpret human verbal and nonverbal behavior; know and be able to take into account gender, age, ethnocultural characteristics of communication, etc. Communication, as a basic component, is associated with the guide’s ability to “control himself” and have emotional stability , which is manifested in how patient and persistent a specialist is in implementing his plans, how characteristic he is of self-control and self-control even in the most unfavorable (stressful) situations, how much he can “control himself,” self-regulate emotions, professional behavior in negative conditions emotional influences from other people. An integral component of the ethical culture of a guide is knowledge of the culture of speech, technology of public speaking, the basics of oratory, the basics of psycholinguistics, sociolinguistics; correct use of specially professional, psychological and pedagogical knowledge; correct construction of monologue and dialogic, oral and written speech; we will be able to adequately determine the professional speech component of behavior; ability to manage personal and business communication. Since the ethical culture of a specialist is realized in the personal and business communicative interaction of a specialist with tourists, clients and colleagues, the interactive and practical component becomes especially significant. That is, an important element of ethical culture is the development of technology of professional communication interaction, technology of professional communication, etc. Forming the foundations of an ethical culture requires the ability to conduct self-analysis of manifestations of professional and ethical culture in real situations of professional tourism activities, adequately assess the strengths and weaknesses of professional culture, professional behavior, awareness of the need to work on self-correction of shortcomings, personal and professional self-development, the choice of individual techniques for self-development of ethical culture . Thus, ethical culture is a systemic characteristic of a specialist’s personality, which includes:

1) a culture of tactful professional speech (tone adequate to the situation of business communication, dynamics of voice, tempo, intonation, correct construction of phrases, simplicity and clarity of presentation of thoughts, clear argumentation, good diction, etc.);

2) communicative culture (self-management of one’s psycho-emotional state in the process of business communication; the ability to “relieve unnecessary tension” in professional communication, the desire to understand thoughts, needs and motivation, etc.);

3) professional-emotional culture (desire, desire and ability to understand the emotional mood of the interlocutor, the ability to show empathy, etc.); 4) professional and intellectual culture (flexibility, analyticality, heuristic professional thinking of a tourism manager, as a result of which professional communication appears as a type of social creativity). The social and humanitarian nature of tourism largely determines the essence, meaning and purpose of professional tourism activities. The guide is the bearer, creator and disseminator of humanistic values ​​and, thus, realizes his contribution to the development of the culture of society. Therefore, the level of his ethical culture acquires special significance. In the professional development of a specialist, the formation of ethical literacy is important.

Ethical values ​​can be transmitted during the excursion, through personal example and adherence to ethical standards.

To form a personal ethical culture, it is necessary to study special programs for the development of ethical competence. For the most effective formation of the professional culture of future specialists, it is necessary: ​​constant monitoring of the process of transformation of their personal and professional qualities, objective information about the results of their work. The collection, processing and analysis of such information, which makes it possible to analyze, evaluate and adjust further educational and training work, constitute the content of monitoring. The basis for monitoring is the diagnostic system. To implement it, it is necessary to select criteria (generalized indicators). Depending on the content of the work or the status of the educational institution, priority may be given to different criteria. According to Professor V.I. Zagvyazinsky, most educational institutions that are trying to improve the quality of the process of forming the professional culture of future specialists pay due attention to almost all of the above criteria. However, the criterion of patriotism, as a rule, is not considered a primary task. The author connects this with the fact that over the past decades, an ambiguous and not always positive attitude has developed towards patriotism as a phenomenon and as a personal quality in our society. However, with a correct understanding and interpretation of such a phenomenon as patriotism, it is possible to significantly increase the efficiency of the process of forming the professional culture of future specialists, since patriotism is a multifaceted phenomenon and manifests itself in many areas: in relation to one’s country, society, one’s work; responsibility for your actions, behavior and lifestyle. A patriotically educated student will certainly pay more attention and be more responsible towards his professional culture.

Modern trends in the development of the service sector require the formation of a new level of professional culture of service and tourism specialists, adapted to the requirements of the international standard. The key concept of professionalism is responsibility for the final results of one’s activities. According to the definition of T.M. Bagdasaryan, the professionalism of a specialist is characterized as the practical adaptation of the worker to the production system; possession of basic professional competencies; ability to ensure reliability and justified costs for the client; perfect knowledge of the subject of activity; free orientation in the flow of special information. The development of market relations in the Russian economy predetermined a new look at human resources, respectively, at the professional socialization of future specialists, the structure, content and nature of the stock of knowledge, skills, value orientations, professional culture and practical experience. In the system of market relations, attention is paid to such qualities of a specialist as high competence, possession of a broad professional outlook, the level of his technological, general cultural training and psychological preparedness, the ability to creatively and productively use knowledge and skills. One of the most important components of the professional socialization of modern students and future specialists is the formation of a professional culture, which can be characterized as an expression of the maturity and development of the entire system of socially significant personal qualities, productively implemented in professional activities. In the professional culture of a specialist, not only the connection and interaction of society, the individual and the profession is expressed, but also the general level of his individual culture. Thus, professional culture can be defined as a set of ideological and special knowledge, qualities, abilities, skills, feelings, and value orientations of an individual, which find their manifestation in its subject-related work activities and ensure its higher efficiency. Among the factors influencing the formation of the professional culture of a future specialist, one can distinguish objective and subjective, more and less significant, personal and social. Objective influences are exerted by global trends in education, socio-philosophical problems of culture, the state of the education system and the quality of educational services, the culture of the educational institution, and the prestige of the profession in society. Among the subjective factors are the general culture and motivation of the individual receiving professional education, a set of predispositions to social practice, formed in the form of cognitive and motivational structures at the initial stage of social interaction. The professional culture of a specialist is a complex, multi-level, diverse systemic personal education of a person. One of the components of a specialist’s professional culture is the professional orientation of the individual and professional skills. A special role in the formation of the professional culture of a modern specialist is played by his communicative readiness. Such readiness presupposes that a professional has a sufficient level of development of skills and abilities for constructive and effective contact interaction with people, with the professional environment, professional communication with employees and managers, a willingness to engage in business and personal interaction with work colleagues and the ability to establish, maintain and develop such interaction. The communicative readiness of an individual is possible only with a sufficient level of a person’s speech culture, his ability to correctly use words and language. The speech culture of an individual is an important indicator of the level of development of the culture of his thinking, and the professional speech culture of a specialist is an indicator of the development of his professional thinking. That is why the development of a general professional speech culture in the training of specialists is one of the essential conditions for their personal and professional development. The professional culture of a specialist presupposes the development of his goodwill, sociability, sense of camaraderie, collectivism, readiness and ability in his interaction with colleagues not to create unnecessary tension in relationships, the ability to correctly resolve difficulties that arise, conflicts in the relations of employees and work colleagues. An important condition for the success of a specialist’s activity is his readiness and ability for professional and personal self-affirmation, his corresponding activity in this direction; the desire to realize oneself most fully and comprehensively both when solving professional problems and in relationships with employees and work colleagues. Success, as part of the professional culture and self-affirmation of a specialist, largely depends on his desire and desire to succeed, on his attitude towards success, on his readiness for success. In achieving professional success, the leading role is played by the specialist’s personal characteristics and strong motivation. The high level of professional culture of a modern specialist presupposes the presence of creativity in his work, courage in searching for new ways, means, and ways of solving professional problems, both traditional in nature and those put forward by life. Such a specialist becomes competitive in modern conditions and has the necessary readiness to operate successfully in the modern labor market. At the same time, the important components of a specialist’s professional culture are his professional and general erudition, professional worldview, the necessary level of social development and social maturity of the specialist’s personality, allowing him to correctly navigate the social situation (political, legal, economic, religious, moral). It is important to keep in mind that the professional culture of a specialist is an integral part of the broader readiness of his psyche, consciousness, and body for life as a whole, while being part of the main and basic one that determines the success of his life. The degree of proficiency in professional culture is expressed in qualifications and qualification ranks. At the same time, a distinction is made between formal and real qualifications: the first presupposes the theoretical knowledge necessary for a given profession, and the second - practical skills and abilities, professional experience acquired after several years of work in this field. Special theoretical knowledge is intended to be provided by professional disciplines, and initial practical skills are provided by industrial practice. At the same time, the basis for a student’s acquisition of knowledge in the field of his chosen profession and specialty is knowledge of the humanities, socio-economic and natural sciences. General cultural training, including the study of history, economics, law, sociology and political science, a foreign language, speech culture, as well as the development of knowledge in mathematics and computer science, are the foundation for professional development. Of great importance is the ability of an applicant to choose an educational institution, and a student to choose disciplines and the level of their study. Choice presupposes independence and responsibility. The ideal specialist is an active, responsible, self-confident, proactive, decision-making worker who knows how to do the right thing correctly. These characteristics relate to leadership and can be developed in the learning process. It seems important to introduce a range of disciplines to select courses aimed at developing skills and abilities of independent work, research, management and self-government, and communication. Among such academic disciplines are the methods of independent work, the basics of rhetoric and public speaking, self-organization and self-management, ethics of business relations, philosophy and practice of leadership. One of the means of becoming a guide should be called dialogization of the educational process. Dialogue is not only a form of speech, a conversation, but also a form of teaching, a form of research, and a form of development of a poetic idea; this is an argument, a conversation, a project, communication. Among the factors in the formation of a specialist’s professional culture, one should mention the culture of the educational institution, where the student receives theoretical knowledge in the chosen field of professional activity, and the culture of the organizations where practical training takes place. Organizational culture characterizes the behavior of organization members, the way they solve problems, and their attitude to external influences. The concept of organizational culture includes a set of ideas about methods of activity, norms of behavior; a set of habits, written and unwritten rules, prohibitions, values, expectations, ideas about the future and present, etc., consciously or unconsciously shared by the majority of members of the organization. The type of culture most pronounced in an educational institution will have an unconditional impact on both a recent school graduate and someone who already has experience working in any organization. Despite the fact that an educational institution, annually renewing its staff, is under constant pressure from elements of other types of cultures, traditions as the basis of the prevailing culture in it contribute to its preservation. The professional culture of a specialist after graduating from a higher educational institution develops in the process of forming practical experience, through a system of advanced training, additional education and internships. The main goal is to improve practical knowledge and skills, professional competence. Professional culture a tour guide includes the following qualities: broad information horizons in the chosen specialty; Analytical mind; the ability to establish correspondence between practical and cognitive principles; knowledge of the laws of the social environment, the characteristics of relationships between people, communication, business psychology; the ability to adjust one’s activities taking into account the demands of society, the development of new technologies, mastery of speech techniques and communication technologies. An important criterion for the professionalism of a tour guide is intelligence. The measure of becoming a socially and professionally mature person is a courageous and flexible mind. All these personal qualities are united by one common meaning, embodied in the concept of intelligence. In a broader concept, intelligence is a high level of intelligence, education, and a high level of behavior. The etymology of the word “intellectual” is knowledgeable, understanding, reasonable. The most important component of professional culture is morality. The basis of creativity, as a factor in the competitiveness of a service enterprise, is the personal and psychological culture of a person. It is the value system that encourages a person to be creative. The sphere of activity of a specialist comes into contact with two main levels: specialized (elite, special) and ordinary (everyday culture, mass culture). For business activities, the most important functions of culture are communicative - the process of exchanging information between people using signs and sign systems; information (accumulation, storage and systematization of information); a normative function caused by the need to maintain legal norms governing relationships between people. The core of a specialist’s professional culture consists of basic spiritual values, the formation of which is influenced by science, artistic culture, art, and religion. The professional suitability of a service and tourism specialist is determined on the basis of methods for assessing personnel performance, developed in accordance with the requirements of the international standard ISO 9001-2001. The purpose of assessing the results of a specialist’s activities is to determine the degree of effectiveness of his work through administrative, information, and motivational functions. Methods for assessing the work of a specialist are based on the establishment of standards and regulations, a rating scale, assessment of work behavior, ranking, and management by goals. Setting standards and regulations. The method of establishing standards and regulations is aimed at identifying the real potential capabilities of an employee, determining the scope of his activity of maximum impact, and the time to complete the operation. The advantage of this method is that staff performance is based on objective indicators. The effectiveness of the evaluation system is determined by several factors: evaluation of the subordinate by his superiors; determination of employee performance. Rating scales enable a manager to assess the degree to which employees develop business skills, their propensity for certain types of work behavior, or their readiness to achieve certain work results. Rating scales require the use of special assessment forms. The evaluation form (form) consists of a number of scales that evaluate different aspects of work, such as professional knowledge, quality and quantity of work, ability to work independently, level of development of professional skills, etc. When filling out the evaluation form, the manager making the assessment is offered, based on the proposed scales to assess the business qualities of employees or their readiness for certain types of work behavior. These forms can be used both during certification and in the practice of assessment centers. When assessing working time, assessment forms are used: assessment of the effective use of working time, degree of labor efficiency, ranking (professional competence, independence, level of development of leadership qualities); forms of comparative assessment of performance levels (highest, average, lower average, lowest levels).

Professional culture inherent specificity due to the field of activity, specialization. Therefore, having a general definition of professional culture, it is quite easy to interpret it into more specific manifestations depending on the environment of activity of a particular specialist. In accordance with the designated topic, such an area is the tourism industry. Tourism, as a global economic phenomenon, is relatively young and is in the process of its formation. Research shows that in Russia the number and influence of associations of tour operators and travel agencies is actively growing, which requires increasing the efficiency of creating a professional culture for managers working at enterprises in the tourism industry. The study of professional culture shows that this is a complex phenomenon, which is a characteristic of a manager’s activity as a process and the totality of the material and spiritual values ​​he produces, patterns of behavior and methods of action in the process of performing his professional duties. The psychological aspect of a manager's professional culture contains motivational-target, intellectual-cognitive, emotional-volitional and operationally effective components. The main psychological determinants of the manifestation of a manager's professional culture in activities and behavior are: professional orientation (a system of specific professional relationships, views, beliefs, ideals and goals); professional erudition (competence); will; modern creative thinking; professional skill and organization in daily activities; professionally oriented communication; the desire for professional self-improvement, a set of professionally important personal qualities. These can be considered responsibility, a sense of duty, the ability to work purposefully, with perspective and full dedication; optimism, openness, friendliness, willingness to work together, etc. The development of professional culture is associated with the process of changing its structural components and the emergence of new system properties that provide new quality and effectiveness of professional activities, business communication, etc. At the same time, the level of development of professional culture in as a whole, as well as its individual components - motivational-target, intellectual-cognitive, emotional-volitional, operational-effective - can be different. Factors that negatively affect the development of professional culture of managers can be divided into individual psychological, socio-psychological, organizational and pedagogical, and organizational and activity-based. Individual psychological negative qualities include: motivation for professional creativity and self-improvement; lack of confidence in one's strengths and abilities; insufficient professional competence; low emotional-volitional stability; underdevelopment of creative thinking; insufficient expression of such personal qualities as organization in everyday activities, responsibility, sense of duty, efficiency, optimism, openness, friendliness, willingness to work together, etc. Negative socio-psychological factors are unhealthy relationships in the work team; negative organizational and pedagogical ones - weak stimulation of the development of professional culture, low efficiency of professional training and advanced training of managers, shortcomings in planning the labor process, imperfection of the system for managing the professional activities of managers, poor social, financial and logistical support for their professional activities. The concept of managing the development of professional culture of tourism managers represents methodological provisions on the principles of building an integral management system that ensures the acceleration of the growth of professional potential of subjects of management activities. The methodological construct includes the definition of the essence of management, subjects, principles and functions of management, evaluation criteria, management goals and methods of achieving them, stages of development, approaches to analyzing the process of development of professional culture. The professional culture of a guide is formed both during university studies and directly during the period of professional activity. Accordingly, the subjects of management of the development of professional culture should include, firstly, subjects carrying out educational activities in universities; secondly, persons interacting with managers in the process of professional activity. Among the first are heads of universities, scientists, teaching staff, university councils and dean's offices; Among the second are senior managers, as well as persons involved in conducting classes, trainings and consultations, mentors and colleagues. In conclusion, we note that the process of market modernization of the economy actualizes the problem of developing the professional competencies of service and tourism specialists focused on the requirements of international standards. In order to increase the social mobility and competitiveness of a specialist in the labor market, it is advisable to improve qualifications on the basis of educational programs of the European Center, focused on modern requirements of the services market. Next, we will consider the role of a specialist’s personal and psychological culture in his professional activities. In view of the humanistic basis of tourism and socio-cultural service, personal and psychological qualities are a basic component of the professional model of a service and tourism specialist. The activities of a specialist in excursion technologies should contribute to the development and elevation of the individual, the education of a professional with information, valeological competence, business and psychological maturity, capable of taking responsibility. The effectiveness of management and leadership in an organization is associated with an understanding of the values ​​of the individual, group, society, and the compliance of management processes with moral standards. The ethical competence of a manager can be correlated with such functions of the organization’s culture as humanistic, value-normative, and communicative. Modern management not only presupposes management decisions and actions determined by industry specifics, but also makes demands on their nature, pointing to the imperativeness and universality of the ethical orientation of professional activity. Moral leadership of managers is one of the necessary conditions for the sustainable development of an organization in any field. Ethical standards adopted in the organization and actual ethical practice create an organizational climate that can motivate innovation and can enhance the effectiveness of professional (including pedagogical) activities. Both mature and beginners, future managers, service and tourism specialists, need to know the essence of business ethics, be able to determine the ethical standards inherent in an organization (for example, a hotel, travel agency, catering establishment), develop ethical tolerance, take into account the interests of all management subjects and act in accordance with ethical standards in practice. In the professional development of a specialist in the field of service activities, key attention should be paid to issues of ethical literacy. Taking into account the experience of foreign countries in the field of service development, it is advisable for future service specialists to undergo internships abroad within the framework of such academic disciplines as “Ethics”, “Ethics of Business Communication”, “Management”, “Pedagogy”, “Psychology”, etc. Ethical values ​​can be declared in conversations, through special training, personal example, through unity of requirements. During the learning process, during educational practice and completing coursework and dissertations, students observe what ethical standards apply in the organization. In order for the theory to be supported by real ethical behavior, it is necessary that all employees of the organization (in an educational institution - all subjects of the educational process) accept basic moral values ​​and share ethical standards. Responsibility for human resources rests with the leader of the organization, and if he recruits people with strong moral values ​​and the ability to demonstrate moral leadership, he contributes to a strengthened organizational climate. People without morals destroy an organization. Professional culture includes professional ethics as one of its components, without the knowledge and possession of the norms of which there cannot be a competent specialist. A comparison of the requirements for businessmen and teachers by business and pedagogical ethics shows that they are based on universal ethical standards. Business ethics includes such requirements for employees as tolerance for the traditions of other peoples, fairness in allocating resources, reasonable non-conformism, constant work to implement ethical standards, mandatory correction of ethical violations, trust in advance, refusal to criticize competitors, etc. Pedagogical ethics requires giving up shop isolation, closeness, “secrets”, manifestations of envy, ill will, disrespect for less experienced colleagues, singling out “favorites”, and demanding special conditions for oneself due to one’s merits, experience and skill, calling as the norm tolerance for individuality, mutual assistance, respect for the individual, reliance on positive qualities, tact, the ability to appreciate the achievements of colleagues, rejoice in their successes, the ability to admit mistakes, etc. It is important for the head of the organization and managers to speak and write in good language, do everything on time, demonstrate examples of moral behavior . The introduction of ethical standards in practice is possible through training, the adoption of ethical codes, the creation of ethics committees, and the development of special training programs for employees. In terms of the formation of professional culture, it is necessary to take into account at least the following: educational criterion, sociological criterion, criterion of individual personal development, criterion of patriotism, criterion of health and psychological comfort. At the same time, it is important that, in addition to the specified criteria and parameters, valid and reliable methods for their quantitative assessment are developed. Otherwise, without a comprehensive diagnostic system, both the criteria and their parameters are useless in practical application. According to A.S. Kuskov, in the most general form, these criteria and their parameters are as follows. 1. Educational criterion: the quality of training in leading subjects and areas, determined by the number of achievements in these subjects, victories in olympiads, competitions; general academic performance; quantity and quality of creative and research activities; depth, systematicity and effectiveness of knowledge, level of mastery of activities (recognition, reproduction, algorithmic activity, creative search and transformation); level of complexity of the tasks being solved. 2. Sociological criterion : real opportunities for a student to freely choose within an educational institution (choice of a teacher, level and profile of study, extracurricular activities based on interests, etc.); adaptation of the student to the microenvironment (study group, place of residence); the student’s ability to build relationships in a team; adaptation of graduate students: success of their work in a professional environment; adaptation to the conditions of the social environment (competitiveness, social sustainability, etc.); level of development of student teams. 3. Criterion for individual personal development: breadth and stability of interests, general cultural outlook, manifested in assessments, relationships, actions; characteristics of the level of thinking, will, emotional sphere; adequacy of self-esteem; the degree of contact, responsiveness, complicity, the ability to empathize, understand and accept other people; tolerance and loyalty; degree of self-realization (realization of individual capabilities); expression of individual style of activity and character traits; development of perception, imagination, figurative memory, aesthetic taste, artistic intuition, creative abilities (creativity, “creativity”); - desire for harmony. 4. Criterion of patriotism: the formation of civil legal consciousness; the degree of development of the feeling of love for the Motherland; social responsibility and activism; - the degree of formation of moral ideals and moral behavior; - development of ecological culture of the individual; - development of civil tolerance, desire to help other people. 5. Valeological criterion (criterion of health and psychological comfort): level of mental and physical health; level of development of the main functions and systems of the body in relation to the age norm; distribution by health group; the presence or absence of bad habits; the quantity and quality of services provided by the educational institution that contribute to health prevention and treatment; the degree of optimism, security, confidence in the future, positive or negative attitude towards the educational institution, others, education in general, emotional state; anxiety level; interpersonal relationships, social well-being. The concept of socio-psychological prerequisites necessary for mastering an activity includes: the type of nervous system, abilities, professional qualities of the individual, the orientation of the individual, his motives, interests. The strong type of nervous system is characterized by high efficiency of nerve cells and the ability to withstand extremely strong stimuli. This ensures a person’s psychological and emotional resistance to the excitation of super-strong stimuli. A strong type of nervous system ensures the formation of such professional qualities as self-control, self-control, the ability to correctly assess the situation, etc., which in turn contributes to the successful development of psychological and pedagogical activities in general. Personal qualities such as reluctance to mental and physical stress, passivity, shirking from school and work can interfere with the formation of professionally important qualities and further complicate the work of a specialist. The sphere of activity "person - person" requires the formation of the following qualities: stability, good health while working with people; the need for communication, the ability to mentally put oneself in the place of another person; the ability to quickly understand the intentions, thoughts, and moods of other people; ability to quickly understand people's relationships. The table shows the criteria for assessing the professionally significant qualities of a service and tourism specialist. The assessment of a specialist’s professionalism is carried out according to such criteria as professional knowledge, business, individual psychological, personal and psychophysiological qualities. Methods for assessing the professionally significant qualities of a service and tourism specialist are based on the following criteria: P professional knowledge: general knowledge, skills, skills to perform work safely, knowledge and ability to identify, prevent and eliminate dangerous situations: d spruce qualities: discipline, responsibility, honesty, integrity, competence, initiative, purposefulness, perseverance, independence, determination; And individual psychological and personal qualities: motivational orientation, level of intellectual development, emotional and neuropsychic stability, attention (volume, stability, distribution, switching), memory (long-term, operational), thinking, style of interpersonal behavior; psychophysiological qualities: endurance, performance. The qualification characteristics of a guide are determined by the following competencies: knowledge of modern scientific methods of knowledge of natural and cultural heritage; knowledge of technologies for designing and conducting excursions; knowledge of legislation in the field of socio-cultural services and tourism, legal norms governing the relationship between the individual and family, society, and the environment; knowledge of aesthetic and legal norms governing relations with tourists; development of environmental and sociocultural projects; knowledge of business etiquette and business protocol; speech culture and technology for organizing effective speech communication in the field of socio-cultural services and tourism; ability to continue studying and conduct professional activities in a foreign language environment; have knowledge of creating conditions for the formation of a market for socio-cultural services and tourism, taking into account the use of advanced technologies; take part in the organization, planning and improvement of the activities of social and cultural services and tourism and develop measures to improve the efficiency of their activities; make management decisions within the scope of competence and communicate with the public; develop strategy and tactics for the activities of enterprises and organizations providing excursion services; use several foreign languages ​​when providing excursion services; socio-cultural services and tourism; master excursion techniques, techniques and methods of conducting excursions; have knowledge and skills in the development and implementation of innovative technologies in the field of excursion technologies; have knowledge of organizing and ensuring quality control of services provided; provide a system of measures to improve the quality and safety of services provided; have knowledge of decision-making in extreme situations, ensuring life safety. The objects of professional activity of a guide are to meet human needs for excursion, socio-cultural and tourist services. The process of forming a professional guide model is directly related to the stages of training, regular self-education and self-development. In general, the specialist’s model includes the following components: a professiogram, as a description of psychological norms and requirements for the activity and personality of a specialist; professional job requirements (hereinafter referred to as PDT) - a description of the specific content of a specialist’s activity, which determines the range of functions in solving professional problems in the conditions of a specific position. The PDT contains a list of the minimum professional skills that a specialist must possess to ensure the required level of professional activity; qualification profile - a combination of the necessary types of professional activities and the degree of their qualifications, qualification categories for payment. The described structure of the specialist model is one of the possible options. Of the three named components of the specialist’s model, drawing up a professionogram especially requires the participation of a psychologist. Other components - job requirements, qualification categories are established within the relevant industry. Let's take a closer look at the professional chart. Professionogram - these are scientifically based norms and requirements of the profession for the types of professional activity and personality traits of a specialist, which allow him to effectively fulfill the requirements of the profession, obtain a product necessary for society and at the same time create conditions for the development of the personality of the worker himself. A professiogram is a generalized reference model of a successful specialist in a given field, although it is sometimes noted that the professiogram must also take into account options for performing professional activities at an “average” level. From the professionogram a person receives information about the objective content of work, about the psychological qualities required of a person. At the same time, a professiogram is not a rigid standard scheme, but a flexible indicative basis for the development of a specialist and a mechanism for his social adaptation in the labor market. A professionogram should not hinder the individual creative development of a specialist, but only provide guidelines for the objective requirements of the profession for a person. It can change as the profession changes, so it is necessary to refer to the professiogram one way or another throughout the entire professional life of both a specialist psychologist and every working person in order to correct psychological qualities taking into account the modern requirements of the profession. These are the purpose and functions of a professionogram.

The formation of professional competencies of a guide-interpreter is based on the professional culture of a specialist in the field of speech communications. The qualitative parameters of the professional activity of a guide-interpreter are determined by the requirements of international standards. Analysis of technologies for excursion services for tourists in a foreign language allows us to conclude that, in general, the methodological techniques of showing and telling, the technique of conducting excursions for foreign tourists are not fundamentally different from excursion services for tourists from Russia. The specificity lies in the technology of speech communications and speech tactics of Russian and foreign languages, associated with translation techniques and conveying true meanings in understanding the essence of the phenomenon of Russian culture, national history, phenomena and events, objects of historical and cultural significance. Taking into account the peculiarities of foreign languages ​​and the level of competence of foreign tourists in the field of history, architecture, art history, literature, it is advisable not to go into details, chronology, facts of local significance, but to determine the essence of phenomena associated with historical subjects, fitting them into all-Russian and world trends, to determine general patterns of the development of civilization, reveal the territorial, sociocultural, ethno-confessional specifics of the region, the mentality of the population, the aesthetics of the landscape, the peculiarities of the urban planning structure of the city, characterize objects within the framework of world excursion practice, defining stylistic trends, the legend of the object, chronology, global trends; present the plot in the context of general world history and trends associated with the most significant plots or objects of the show in order to arouse special interest of listeners and increase the overall level of perception. The main goal should be aimed at understanding the uniqueness of the natural and historical and cultural heritage of the territory, historical cities, the specifics of the cultural landscape of the region, located at the crossroads of ancient civilizations, to identify the common and special between the culture of Russia, the region and the historical homeland of foreign tourists, in order to implement the humanistic function incoming tourism.

Summary

Thus, the history of the excursion business is directly related to the process of formation and development of tourism in Russia. In the history of domestic tourism I.V. Zorin and V.A. The quarterly phase is divided into four stages: Stage 1 chronologically covers the period up to the beginning of the 19th century, which is associated with the history of the formation of tourism; Stage 2 includes the entire 19th century until the beginning of the 20th century; Stage 3 is associated with the emergence of specialized enterprises for the production of tourism services; Stage 4 dates back to the period - the beginning of the twentieth - mid-twentieth centuries and is associated with the beginning of the formation of social tourism. The excursion is carried out with the aim of visiting places of interest - monuments of nature, architecture, history, culture, museums, enterprises, etc. Due to its high information content, the excursion is a form and method of acquiring new knowledge, and is carried out for a group of tourists or sightseers. The excursion is characterized by differences in the formulation of goals, objectives and forms of conduct, methods of showing and telling, forms of visual teaching and educational work. In the context of the pedagogical process, an excursion is a special form of educational and extracurricular activities in which the joint activities of the teacher-tour guide and school excursion students are carried out in the process of studying environmental phenomena. The classification of excursions is based on the principle of division according to qualitative criteria. The determining condition for the classification of excursions is the division by one criterion at each stage of identifying characteristic features. According to the classification of I.V. Zorin and V.A. Kvartalny, excursions are distinguished by content: overview and thematic; by composition of participants: adult audience, children, local population, visiting tourists, city residents, rural residents, organizational groups, individual; by location: urban, suburban, industrial, museum; by mode of transportation: pedestrian, transport; according to the form of conduct. An excursion can be considered as a form of educational activity for various groups of excursionists. The purpose of a demonstration excursion is to demonstrate an example of a particular methodological technique (showing, telling, logical transition from one subtopic to another) on a specific object, to reveal a specific subtopic. The classification of excursions provides conditions for effective preparation of excursions, facilitates specialization, and provides a differential approach to serving different groups of excursions.

The theme of the excursion is what forms its basis; it is the core on which the show and story are built. The theme of the excursion is closely related to the objects on display and determines the content of the story. The theme of the excursion should not be confused with the name. The names of the excursion must be accurate, expressive, memorable, and contain an element of advertising. After choosing a topic, the purpose of the excursion is determined. The purpose of the excursion is ideological, moral, international, labor, and aesthetic education. The goal determines the relevance of the topic. A list of books, brochures, and articles is compiled on the topic of the excursion. The formation of professional competencies of a guide-interpreter is based on the professional culture of a specialist in the field of speech communications. The qualitative parameters of the professional activity of a guide-interpreter are determined by the requirements of international standards. The analysis and generalization of the available technologies for excursion services for tourists in a foreign language undertaken in the thesis allows us to conclude that, in general, the methodological techniques of showing and telling, the technique of conducting excursions for foreign tourists are not fundamentally different from the excursion services for tourists from Russia. The specificity lies in the technology of speech communications and speech tactics of Russian foreign languages, associated with translation techniques and conveying true meanings in understanding the essence of the phenomenon of Russian culture and history, phenomena and events, objects of historical and cultural significance

Self-test questions

1. Theoretical foundations of the course “Excursion business”.

2. Excursion business (Excursion management): basic terms and concepts.

3. Excursion as an element of the tourist product.

4.History of excursion business in Russia. Stages of development.

5. Types and characteristics of groups of excursionists. Categories of excursionists.

6.The essence and main functions of the excursion

7. Essence, goals, objectives and features of the excursion.

8. Excursion: definition of the concept and term.

9. Signs of an excursion.

10.Excursion functions.

11.General classification of excursions

12.Principles of excursion classification.

13.Types of excursions

14.Types of thematic excursions

15.Characteristics of the sightseeing tour.

16.Determining the topic of the excursion

17.Principles and methods for determining the name of the excursion.

18. Methodology for conducting an excursion

19. The essence and theoretical foundations of the excursion methodology

20. Theoretical foundations of showing and telling.

Professional ethics represents, firstly, codes of conduct that prescribe a certain type of moral relationships between people engaged in any one field of professional activity, and secondly, certain ways of justifying these codes, interpretation of the cultural and humanistic purpose of a particular profession.

There are a number of professions that directly address people. Workers in these professions are required not only to be professional and competent, but also to have certain moral qualities and a special ability to embody moral principles in the specific conditions of their activities. Thus, professional morality is nothing more than a concretization of universal human moral values ​​in relation to the conditions of a number of professions.

In this regard, it can be argued that the central, initial concept of professional morality is the concept of professional duty, which quite clearly states the responsibilities of the employee. It is the awareness of their official duty that encourages specialists to treat their work with the greatest responsibility, to focus not so much on personal, but on public, national interests.

Professional culture is one of the most important sociocultural factors in human development. As an element of general culture, a person’s professional culture is based on generally accepted spiritual and moral values, norms and rules, as well as ways of interaction between a person as a unit of the social system to which he belongs. However, a general culture is distinguished by norms and standards of life that are common to people, regardless of their activity profile, based on common methods of socialization (entry into society) and education. The result is the assimilation of cultural (ethnic, religious, political and other) values, norms, and behavioral stereotypes characteristic of society as a whole. Professional culture is characterized by norms and standards associated with the type of activity and specific interaction, as well as with the individual’s belonging to a certain socio-professional group.

The specificity of professional culture lies in the fact that it is based on the core of not only professional, but also universal human values. Reacting to changes in social practice, culture acts as one of the powerful regulators of human life and society, directly influencing people’s behavior in all spheres - politics, economics, law, etc.

Moral factors in professional culture are moral beliefs (duty, willingness to work conscientiously and honestly, etc.), which determine a person’s participation in any socially necessary activities, without dividing them into “prestigious” and “non-prestigious”. Professional culture is manifested in a person’s work activity, the intensity of activity, compassion, and assistance to colleagues. This social communication, determined by the objective needs of joint activity, creates conditions for the development of human abilities and the spread of professional culture.

The properties of professional culture include:

‒ integrativeness, reflecting the influence of all components of professional culture on the culture of the individual as a whole and the general development of the culture itself;

‒ sociality, indicating that the presence of a high level of formation of professional culture has not only personal, but also social significance, and also enables the individual to more effectively create social wealth;

‒ personal nature of professional culture, which means the assignment by an individual in the process of special training of professionally important knowledge, skills and abilities that have personal content for a person, since they can satisfy the individual’s needs in performing professional activities and pursuing professional growth;

‒ dynamism and effectiveness, reflecting the compulsory motivational power of professional culture, its ability to regulate the direction of development of personal qualities;

‒ continuity, meaning that a high level of professional culture contributes to the continuous self-development of a person in the field of his professional activity in order to satisfy his own internal professionally oriented incentives and support at a certain level of his professional culture.

However, speaking now about the structure of professional culture, we can only give its general contours. Specification of professional culture and its structural components is possible only in the context of a specific profession, and sometimes even its specialization.

Test No. 2

The concept is not new. Each of us should roughly understand what requirements it implies and how it behaves in the refraction of various areas of activity. Let's consider the historical development of professional ethics, its written regulation, various types and much more.

Labor and professional morality

Special moral requirements that are presented to specific professional activities along with universal moral values. Another definition of work morality shows it as a set of generalized moral requirements that were developed in the process of people’s lives and their acquisition of relevant life experience. Such requirements make it possible to transform ordinary labor and professional activities into a socially significant phenomenon.

It is quite obvious that labor morality is truly embodied in the professional activities of individuals. That is why for quite a long period of time the concepts of “work” and “professional morality” were identified, not only in the mass and public consciousness, but also in the educational literature on ethics courses.

However, this can only be done by characterizing these concepts in the most general terms. Professional morality is similar to labor morality from the point of view that the fundamental commandments of the latter are clearly addressed to all types of professional activity. Let us give some examples of these commandments: responsibility, conscientiousness, creative initiative in work, discipline.

At the same time, be that as it may, it cannot be argued that such a concept as “professional morality” is completely reducible to labor morality. The basic explanation for this fact is quite obvious: some professions involve a set of very specific problems that arise on the moral plane. These problematic issues, although indirectly can be attributed to work morality, but, in any case, bear a certain imprint of the established profession (medical, teacher, journalist, etc.).

The origins of professional morality

Professional morality, according to the generally accepted point of view, is the fundamental basis of professional ethics. It is very interesting how these phenomena were formed.

The formulation of professional morality and professional ethics for a number of professions (the traditional subspecies will be discussed later) has a fairly long history. Just imagine, exceptional professions already in ancient times could boast of their professional moral codes.

For example, medical schools of the Asclepiads existed and actively developed at the ancient Greek temples. It is unlikely that you have ever come across the concept of "asklepiad". It comes from the name of the ancient Greek Asclepius. It was thanks to these educational institutions that Greek medicine reached a high level of development and came very close to perfection (at that time). An interesting fact is related to the fact that healers who graduated from the Asclepiad school took a professional oath. Doesn't remind you of anything? Yes, yes, it was this text that was subsequently expanded to the version that we know today as the Hippocratic Oath.

However, before the Greek oath, a model of it existed in Geneva. The Geneva Oath was adopted at the World Medical Association. The requirements of professional morality in the field of medicine, which were presented to ancient Greek doctors, remained virtually unchanged compared to the previously existing oath in Geneva. They, first of all, establish the regulation of professional moral principles in the relationship between doctors and patients. Let us outline the most familiar of them today: maintaining medical confidentiality, the desire to do everything that is necessary for the well-being of the patient. It is absolutely clear that these requirements are based on nothing more than the painfully familiar principle of modern doctors “do no harm.”

Ancient Greece also became a pioneer in the field of presenting demands of professional morality in relation to teachers. Once again, you won’t see anything new here: strict control over one’s own behavior in relationships with students in order to avoid extremes (this is still a topic today, isn’t it?), love for children, and the like.

As you understand, among the ancient Greeks, medical and pedagogical morality were attributed, first of all, to other people, aimed at other individuals (patients, students). However, this is not the only way. Some professional groups have developed codes of professional morality in order to effectively regulate, roughly speaking, relations between each other (representatives of the same profession).

Let's move away from antiquity and note that the Middle Ages is another step towards the development of the concept of professional morality. Individual workshops of artisans at this time developed their own rules for mutual relations within the craft profession. These included, for example, such requirements as: not to entice a buyer if he has already stopped in front of the goods of a neighboring shop, not to invite buyers while loudly praising your own goods, it is also unacceptable to hang your goods so that it would certainly cover the goods of neighboring shops .

As a mini-conclusion, we note that representatives of some professions have been trying to create something resembling professional moral codes since ancient times. These documents were intended to:

• regulate the relations of specialists within one professional group;
• regulate the rights of representatives of the profession, as well as their responsibilities in relation to the people directly affected by their professional activities.

Definition of ethics in the profession

We see that the system of professional ethics as such began to take shape a very long time ago. For an absolute understanding and analysis of the issue, a detailed definition of this concept should be given.

Professional ethics is, in a broad sense, a system of moral rules, norms and principles of behavior of specialists (including a specific employee), taking into account the characteristics of his professional activity and duty, as well as the specific situation.

Classification of ethics in the profession

It is generally accepted that the content of professional ethics (in any profession) consists of general and specific characteristics. The general is based, first of all, on established universal moral standards. The basic principles include:

• special, exclusive perception and understanding of honor and duty in the profession;
• professional solidarity;
• a special form of liability for violations; it is determined by the type of activity and the subject on which this activity is directed.

The private, in turn, is based on specific conditions, the specifics of the content of a certain profession. Private principles are expressed mainly in moral codes that establish the necessary requirements for all specialists.

Often, professional ethics as such exists only in those types of activities where there is a direct dependence of the well-being of people on the actions of specialists in this field. The process of professional actions and their results in such activities, as a rule, have a special impact on the fate and life of both individuals and humanity as a whole.

In this regard, one more classification of professional ethics can be distinguished:

• traditional;
• new species.

Traditional ethics includes such variations as legal, medical, pedagogical, and the ethics of the scientific community.

The newly emerged types define such fields as engineering and journalistic ethics, bioethics. The emergence of these areas of professional ethics and their gradual updating are associated, first of all, with the constant increase in the role of the so-called “human factor” in a specific type of activity (for example, in engineering) or the increasing level of influence of this professional area on society (a striking example is journalism and the media as the fourth estate).

Code of Ethics

The main document in the regulation of the specialized ethical sphere is the code of professional ethics. What is this?

Or simply a “code of ethics” is a published (written) statement regarding the system of values ​​and moral principles of people belonging to a certain type of professional activity. The main purpose of developing such codes, undoubtedly, is to inform specialists in a given field of activity about the rules that they are required to comply with, but there is also a secondary purpose of their writing - educating the general public regarding the norms of behavior of specialists in a particular profession.

Codes of ethics are included as part of formal professional standards. They are traditionally developed in the public administration system and are intended for specialists in various types of activities. In a more general and understandable sense, codes of ethics are a certain set of established norms of appropriate, correct behavior, which is certainly considered appropriate for a person in the profession to which this particular code relates (for example, the professional ethics of a notary).

Functions of the Code of Ethics

Ethical codes are traditionally developed within the organizations of the profession for which the code is intended. Their content is based on a list of those social functions for the purpose of maintaining and preserving which the organization itself exists. Codes, at the same time, assure society that the functions enshrined in them will be performed in strict accordance with the highest moral principles and standards.

From a moral point of view, codes of professional ethics perform two main functions:

• act as a quality guarantee for society;
• allow you to get acquainted with information about the standards established within the framework of the activities of specialists in a particular field, and the restrictions for those professions for which these codes are developed.

Signs of a successful code of ethics

1. the code is capable of providing the necessary guidance over the behavior of professionals in a particular field;
2. this document seems to apply to many specialties that the profession includes (specific branches within it);
3. A code of ethics can offer truly effective means of ensuring compliance with the standards it sets out.

However, it is worth noting separately that the vast majority of documents regulating professional ethics do not include sanctions. If forced standards are nevertheless contained within ethical codes, then such options become much more specific and much less close to the ideal. After all, they can no longer be perceived as normative descriptions of the desired correct behavior, but turn into something similar to real legal acts regulated and established by the state (codes, federal laws, etc.). It is as if they include a limited set of specifically defined and legislated requirements. In fact, at the very moment when a code of ethics becomes a description of standards of the only correct behavior, failure to comply with which leads to sanctions by law, it ceases to be a code of ethics, but becomes a code of conduct.

Ethics of hotel professions

Let's talk in more detail about some of the most well-known complexes today for the formation of professional ethics in specific areas.

Accounting ethics

The Code of Ethics for Professional Accountants includes several sections. For example, the part entitled “Objectives” says that the main objectives of the accounting profession are to perform work in accordance with the highest standards of accounting professionalism, as well as to fully ensure the best results of professional activity and maximum respect for social interests. These goals have four requirements necessary for fulfillment:

• confidence;
• professionalism;
• reliability;
• high quality of services provided.

Another section of the code of ethics for professional accountants, called the Fundamental Principles, gives professionals the following obligations:

• objectivity;
• decency;
• confidentiality;
• the necessary care and professional competence;
• behavior consistent with professional requirements;
• technical standards.

Legal ethics

The professional ethics of a lawyer has a number of features. According to the code, a lawyer undertakes to fulfill the duties assigned to him reasonably, honestly, in good faith, in a principled, qualified and timely manner, as well as to protect in the most active manner the freedoms, rights, and interests of the client in absolutely all ways not prohibited by law. A lawyer must certainly respect the rights, dignity and honor of persons who come for legal assistance, colleagues and clients. A lawyer must adhere to a businesslike manner of communication and an official business style of dress. Professional culture and ethics are inextricably linked within the legal profession.

In professional ethics, a lawyer is obliged, under any circumstances, to behave appropriately and maintain personal dignity and honor. If a situation arises in which ethical issues are not regulated by official documents, the lawyer must follow the traditional patterns of behavior and customs established in the profession that do not violate general moral principles. Every lawyer has the right to apply to the Council of the Bar for clarification on an ethical issue that he could not answer independently. The Chamber cannot refuse the lawyer such an explanation. It is important that a specialist who makes a decision on the basis of the Chamber Council cannot be subject to disciplinary sanctions.

The professional personal sovereignty of a lawyer is a necessary condition for the client’s trust in him. That is, under no circumstances should a lawyer act in such a way as to in one way or another undermine the client’s trust both in himself and in the legal profession in general. The first and most important thing in lawyer ethics is maintaining professional secrecy. It directly provides the so-called principal immunity, which is officially granted to the person by the Constitution of the Russian Federation.

In addition, a lawyer can use his client’s information only in relation to the client’s case and in his interests, and the client himself must have the maximum degree of confidence that everything will be exactly like this. That is why we understand perfectly well that a lawyer as a professional does not have the right to share with anyone (including family members) the facts that were communicated to him as part of his interaction with his clientele. Moreover, this rule is in no way limited in time, that is, the lawyer must comply with it even after fulfilling his immediate professional obligations.

Maintaining professional secrecy is the unconditional priority of a lawyer’s activities and its main ethical element. According to the Criminal Procedure Code of the Russian Federation, the defense attorney of the accused, suspect or any other participant in the case cannot be invited to the police to testify as a witness. Agency employees do not have the right to ask a lawyer about those points that became known to him as part of his own activities or during an independent investigation.

The main value for every lawyer is the interests of his client; they should determine the entire path of professional cooperation between the parties. However, we know very well that on the territory of the Russian Federation the law has supremacy. And in this case, legislation and immutable moral principles in the professional activity of a lawyer must rise above the will of the client. If the client’s wishes, requests or even instructions go beyond the current legislation, then the lawyer does not have the right to fulfill them.

Ethics of a public servant

The professional ethics of an employee is determined by eight basic principles:

1. Impeccable and selfless service to the state and society.
2. Strict compliance with current legislation.
3. Protection of the rights and freedoms of citizens, respect for human personality and dignity (otherwise called the principle of humanism).
4. Bearing legal and moral responsibility for your decisions.
5. Fair treatment of everyone and “smart” use of the powers with which the employee is endowed.
6. Voluntary compliance by civil servants with established rules of conduct.
7. Having the loud name “outside politics”.
8. Absolute rejection of all corruption and bureaucratic manifestations, adherence to the requirements of integrity and honesty.

Journalistic ethics

The professional ethics of a journalist is not a completely universal phenomenon. Of course, there are uniform documents regulating the work of the media environment as a whole. The fact is that each individual editorial office, as a rule, develops its own professional ethics requirements. And this is logical. We will still try to consider some general features of the professional ethics of a journalist.

1. Following the facts and fact-checking (checking them). In this case, following the facts also means impartially communicating them to the audience, without exerting any type of influence on the mass consciousness.
2. Creating content that meets the needs of the audience of a given periodical, which is able to bring some benefit to society.
3. Analyzing facts and writing an article as a search for the truth.
4. A journalist only covers events, but cannot himself be the cause of them (for example, causing a scandal with a star person).
5. Obtaining information only in an honest and open way.
6. Correcting your own mistakes if you make them (refuting false information).
7. Non-violation of agreement with the source of any facts.
8. It is forbidden to use your own position as a means of pressure or, especially, as a weapon.
9. Publication of material that can cause harm to someone only if there are irrefutable facts confirming the information.
10. Content as complete and absolute truth.
11. It is prohibited to bend the truth for the purpose of obtaining any benefit.

Unfortunately, today not only many journalists, but also entire editorial offices neglect these ethical requirements.