STUDY OF COMPARATIVE CHARACTERISTICS OF CULTURES IN INTERNATIONAL TOURISM
Authors:   Dnipro State Agrarian and Economic University, Ukraine, Kvasova Luidmila 
Published: November 2023

The study of the comparative characteristics of cultures in international tourism is an issue of significant importance in today's globalizing world. International tourism is becoming more and more popular, and travel is accessible to more people than ever before. As different cultures come into contact around the world, understanding and respecting cultural differences become key aspects of successful travel. The purpose of this article is to look at the importance of comparative research in the context of international tourism and to discuss why understanding cultural differences is important for travelers and local communities. In addition, this article will explore the tools and methods used in comparative culture research in tourism, as well as provide examples of what conclusions can be drawn from such research. The purpose of this article is to understand the importance of comparative cultural research in the context of international tourism and to present the tools, methods and benefits associated with this research area. The article aims to highlight why understanding cultural differences is important for travelers and for the development of tourism, as well as promoting the idea of culturally sensitive international tourism. Methodology. In comparative studies on the characteristics of cultures in international tourism, qualitative methodology was mainly used. This methodology includes literature analysis, interviewing, field observations, and document analysis. Field research allowed us to obtain direct knowledge about the cultures of different regions and their influence on tourist behavior. The analysis of the literature allowed us to explore the existing knowledge about cultures and their impact on tourism.The qualitative methodology allowed for a more subjective view of the issue and understanding of cultural nuances. This research has helped identify differences and similarities between cultures and influenced the development of culturally sensitive strategies in international tourism. Culture plays a key role in the tourism experience. Customs, values, language and traditions vary greatly between different countries and regions. Understanding these differences can help travelers avoid misunderstandings and integrate into local communities in a way that respects their culture. Comparative cultural studies in tourism can identify similarities and differences between different groups of people and understand what factors influence tourist behavior. They can also help develop marketing strategies and tourism development plans that are tailored to the needs of different cultural groups. Results. This article will present examples of specific comparative research in the field of international tourism that provide valuable tips for travelers and tourism industry professionals. The conclusions from this research can contribute to the creation of a more open and tolerant world in which traveling becomes not only an adventure, but also a way to bring different cultures and people together. The rest of the article will discuss various aspects of comparative research in international tourism, including are research methods, challenges and benefits. Ultimately, this article aims to highlight that cultural comparative research is essential for the promotion of sustainable and culturally sensitive international tourism. Practical implications. The practical importance of this topic for international tourism is enormous. A comparative study of the characteristics of cultures in international tourism allows for a better understanding of cultural differences and expectations of tourists from different regions. This, in turn, makes it possible to adapt the tourist offer to the needs and preferences of different groups of tourists. Introducing culturally sensitive strategies in international tourism can help avoid cultural conflicts and improve the quality of tourism experiences. For example, understanding cultural differences can help to appropriately adapt the gastronomic offer, customs and rituals, and communication with tourists. Moreover, this research allows for the identification of trends and cultural changes, which is important for the tourism industry. They can help develop new tourism products and reach new markets. It is also worth emphasizing that an international tourist who feels understood and accepted in the place he visits has a greater chance of leaving a positive mark and returning in the future. Therefore, research on cultures in international tourism is extremely important for the long-term and sustainable development of this industry. Value/originality. The importance and originality of this topic in scientific research and the practice of international tourism cannot be overestimated. A comparative study of cultural characteristics in international tourism is important for many reasons. First, it represents a novel approach to analyzing interactions between tourists of different nationalities and destination cultures. The originality lies in the possibility of comparing different cultures during travel and examining the impact of these interactions on tourist experiences and intercultural relations. Secondly, this topic is of great practical importance. In international tourism, which is constantly developing and evolving, understanding cultural differences and tourists' expectations becomes crucial. This study can provide tools and guidance for the tourism industry on how to better tailor its offerings to the needs of tourists from different parts of the world. Third, analyzing the cultural aspects of travel can contribute to promoting sustainable tourism. Understanding and respecting the culture of destinations and minimizing the environmental impact of tourism are key to today's travel challenges.