Theoretical and applied potential of tourism axiology and environmental subjectivities

The article examines the axiological aspects and environmental subjectivities of tourism on the basis of the subject-object model. For the development of tourism practices, a psychological analysis of intrapersonal factors of consumer behavior is necessary. The article justifies that tourism forms a special axiological space for personality development, nature preservation, performing important pedagogical and socializing functions, by immersing in real space and time, influencing the formation of a personal image of the world in actual genesis. Tourism is also a tool for changing mythology and stereotyping cognitive ideas about the ethno cultural specifics of visiting countries. It is indicated that modern tourism production is focused on the peculiarities of the individual needs of tourists. The professional training of tourism managers is currently based on the principles of didactics, which are based on the problem of understanding and realizing tourist needs in accordance with the value structure of the consumer of the tourist product. The purposeful development of the axiological space of tourist activity in pedagogy accentuates the following areas: tourist as a subject and object of tourism, tourist space as an object of tourism pedagogy and tourism practice as a subject sphere of professional relations in tourism. The article provides an example of an axiological and environmental subjectivities study, specifically aimed at assessing the relationship between personal values and the motivation of its tourist behavior, conducted on a Russian sample of consumers of a tourist product. The methodology of empirical research is based on the psychological concept of cultural and individual values by Shalom Schwartz, which allows assessing the individual values of consumers of the tourist product (http://segr-did2.fmag.unict.it). It has been established that the most preferred values in tourism for Russians, are Hedonism and Universalism.