Formation of value orientations of tourism bachelors in the context of personified service
DOI: 10.23951/1609-624X-2026-5-131-138
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
References:
1. Natsional’nyy proyekt “Turizm i gostepriimstvo” [National Project “Tourism and Hospitality”] (in Russian). URL: https://национальныепроекты.рф/new-projects/turizm-i-gostepriimstvo/ (accessed 2 May 2025).
2. Ofitsial’nyy sayt Minekonomrazvitiya Rossii [Official website of the Ministry of Economic Development of Russia]. Miniekonomrazvitiya Rossii zavershilo formirovaniye natsproekta “Turizm i gostepriimstvo” [The Ministry of Economic Development of Russia has completed the formation of the national project “Tourism and Hospitality”] (in Russian). URL: https://economy.gov.ru/material/news/minekonomrazvitiya_zavershilo_formirovanie_nacproekta_turizm_i_gostepriimstvo.html accessed 5 September 2023).
3. Ekspertnyy analiticheskiy doklad “Kadry dlya turizma: ot sfery uslug k industrii schast’ya” [Expert Analytical Report “Personnel for Tourism: From the Service Sector to the Industry of Happiness”] (in Russian). URL: https://национальныепроекты.рф/upload/turizm/Доклад%20Туризм_2024.pdf (accessed 2 May 2025).
4. Trachuk A.V., Linder N.V., Tuaev V.O. Formirovaniye tsennostnogo predlozheniya dlya kliyentov: teoreticheskiye podkhody i ponimaniye predstaviteley rossiyskikh kompaniy [Formation of a Value Proposition for Customers: Theoretical Approaches and Understanding of Representatives of Russian Companies]. Strategicheskiye resheniya i risk-menedzhment – Strategic Decisions and Risk Management, 2022, no. 1 (in Russian). URL: https://cyberleninka.ru/article/n/formirovanie-tsennostnogo-predlozheniya-dlya-klientov-teoreticheskie-podhody-i-ponimanie-predstaviteley-rossiyskih-kompaniy (accessed 26 August 2025).
5. Vafina A.H. et al. Theoretical and applied potential of tourism axiology and environmental subjectivities. Caspian Journal of Environmental Sciences, 2020, no. 18 (5), pp. 525–531.
6. Gussenova D.A. Aksiologiya turizma v strukture tsennostey sovremennogo obshchestva [Axiology of Tourism in the Structure of Values of Modern Society]. Kant, 2018, no. 4 (29) (in Russian). URL: https://cyberleninka.ru/article/n/aksiologiya-turizma-v-strukture-tsennostey-sovremennogo-obschestva (accessed 31 August 2025).
7. Ryskina D.V. Pedagogicheskiye aspekty formirovaniya gotovnosti bakalavrov turistskogo profilya k realizatsii personifitsirovannogo podkhoda [Pedagogical Aspects of Forming the Readiness of Tourism Bachelors to Implement a Personalized Approach]. Vestnik Moskovskogo gorodskogo pedagogicheskogo universiteta. Seriya: Pedagogika i psikhologiya – Bulletin of the Moscow City Pedagogical University. Series: Pedagogy and Psychology, 2005, no. 19 (1), no. 174 (in Russian). doi: 10.24412/2076-9121-2025-1-77-174-187
8. Novikova S.S. Pedagogicheskiye faktory povysheniya kul’turnoy tsennosti turizma. Avtoref. dis. kand. ped. nauk [Pedagogical Factors for Increasing the Cultural Value of Tourism. Abstract of thesis cand. ped. sci.]. Moscow, 1994. 24 p. (in Russian).
9. Freinkina I.A. O modelirovanii protsessa oriyentatsii studentov na instrumental’nyye tsennosti spetsialista turistskoy industrii [On Modeling the Process of Orienting Students Towards the Instrumental Values of a Tourism Industry Specialist]. Omskiy nauchnyy vestnik – Omsk Scientific Bulletin, 2008, no. 5 (72) (in Russian). URL: https://cyberleninka.ru/article/n/o-modelirovanii-protsessa-orientatsii-studentov-na-instrumentalnye-tsennosti-spetsialista-turistskoy-industrii (accessed 26 August 2025).
10. Lopanova A.P. Model’ formirovaniya tsennostnogo otnosheniya bakalavra turizma k normam prava [A Model for Forming a Tourism Bachelor’s Value-Based Attitude to Legal Norms]. Nauka o cheloveke: gumanitarnyye issledovaniya – Russian Journal of Social Sciences and Humanities, 2019, no. 1 (35) (in Russian). URL: https://cyberleninka.ru/article/n/model-formirovaniya-tsennostnogo-otnosheniya-bakalavra-turizma-k-normam-prava (accessed 26 August 2025).
11. Sariyeva A.O. Sovremennyye tendentsii podgotovki bakalavrov v sfere turizma: aspekt gotovnosti k konstruktivnomu professional’nomu vzaimodeystviyu s kliyentami [Current Trends in Bachelor’s Training in Tourism: The Aspect of Readiness for Constructive Professional Interaction with Clients]. Ekonomicheskiye i gumanitarnyye issledovaniya regionov – Economic and Humanitarian Studies of the Regions, 2017, no. 2, pp. 43–49 (in Russian).
12. Kir’yakova A.V., Lopanova A.P. Faktory aktualizatsii tsennostnogo otnosheniya k normam prava pri podgotovke bakalavra turizma [Factors of Actualizing the Value-Based Attitude to Legal Norms in the Training of a Tourism Bachelor]. Sovremennaya vysshaya shkola: innovatsionnyy aspekt – Contemporary Higher Education: Innovative Aspect, 2019, no. 1 (43) (in Russian). URL: https://cyberleninka.ru/article/n/faktory-aktualizatsii-tsennostnogo-otnosheniya-k-normam-prava-pri-podgotovke-bakalavra-turizma (accessed 26 August 2025).
13. Edelheim J. How should tourism education values be transformed after 2020? Tourism Geographies, 2020, no. 22 (3), pp. 547-554.
14. Frolova I.V. et al. Educational technologies as a factor of axiological development of students’ personality in sphere of tourism. Financial and Economic Tools Used in the World Hospitality Industry. CRC Press, 2017, no. 2, pp. 43–49.
15. Burukina O.A., Kutepova G.N. Axiology of tourism as a basis of professional education for tourism industry. IATED, 2019. Pp. 10065–10065.
16. Kir’yakova A.V. Teoriya oriyentatsii lichnosti v mire tsennostey [Theory of Personality Orientation in the World of Values]. Orenburg, OGPU Publ., 1996. 188 p. (in Russian).
17. Bespal’ko V.P. Slogayemyye pedagogicheskoy tekhnologii [Components of Pedagogical Technology]. Moscow, Pedagogika Publ., 1989. 192 p. (in Russian).
18. Novikov A.M., Novikov D.A. Metodologiya [Methodology]. Moscow, SINTEG Publ., 2007. 663 p. (in Russian).
19. Rudenko L.L., Barashok I.V. Podgotovka studentov napravleniya “turizm” v kontekste tsennostno-mirovozzrencheskoy pozitsii prepodavatelya vysshey shkoly [Training of Tourism Students in the Context of the Value-Worldview Position of a University Teacher]. Sovremennyye problemy nauki i obrazovaniya – Modern Problems of Science and Education, 2014, no. 6, pp. 927 (in Russian).
20. Rokeach M. Understanding human values. Simon and Schuster, 2008. 230 p.
( 436.16 kB ) 
( 432.57 kB )
Issue: 5, 2026
Series of issue: Issue 5
Rubric: METHODOLOGY AND TECHNOLOGY OF PROFESSIONAL EDUCATION
Pages: 131 — 138
Downloads: 11