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Romantsova D.V. Formation of value orientations of tourism bachelors in the context of personified service. Tomsk State Pedagogical University Bulletin. 2026. Issue 5 (247). P. 131-138

The purpose of this study is to present the logic of forming value orientations among tourism bachelor’s students through a pedagogical project. The relevance of the research is determined by the significant attention being paid to the tourism sector by the Government of the Russian Federation. Key efforts within the project initiative are concentrated on enhancing the country’s tourism image, where strategic focus is placed on the professional training of specialists for the tourism industry. The research was based on an axiological approach. The main objective was to foster in students a value-based attitude and motivation for providing personalized service, which can be achieved through experiencing the role of a client. Students were exposed to the tourists’ need for personified service firsthand. To test the project hypothesis, an experiment was conducted. This pedagogical experiment was carried out within the discipline “International Tourism” for 4th-year undergraduate students in the field of study 43.03.02 “Tourism”. A part of the practical classes was organized as study trips – to the People’s Republic of China. The tour package was designed to include: accommodation, transportation, arrangement of a visa-free tourist list, life and health insurance, as well as sightseeing tours in Chinese cities, to ensure complete immersion in the tourist role. The tour format combined group organization, but students were granted freedom of choice in selecting visited catering establishments, retail outlets, and attractions. A key element of the project was the evening reflection session. Organizational aspects of the tour were analyzed by the students, with successful practices for use in their future profession being identified; this was complemented by an exchange of impressions. The guiding role of the instructor was demonstrated through the formulation of provocative questions that focused the discussion on the learners’ needs. It was identified that immersion in professional situation enabled the students to recognize the critical dependence of service quality on meticulous attention to detail and orientation towards individual consumer requests. This experience was of high pedagogical value, as it was the first time the students were placed in the role of consumers of tourist services.

Keywords: tourism, value orientations, value attitude towards the profession