TOURISM AS A MOBILE WAY FOR BUILDING HORIZONTAL TRUST

Abstract

In the article, the author analyzes tourism as an informal factor for the establishment of interpersonal trust between representatives of various cultural communities. Having systematized the reflections of well-known futurists and sociologists, we come to the conclusion that the current civilization has gained radically new qualities, the embodiment of which is the individual-tourist model. The orientation of diplomacy to informal actors and network interactions turns tourism into a kind of intermediary between social strata. Tourism is presented as a method of forming a positive image of the state and increasing its influence at the global level. The author also focuses on the features of the trusting impulse due to the mixing of virtual and real space, which is clearly demonstrated by the practice of hospitality sites. Using the cognitive and emotional components of tourism, it is possible to significantly expand the narrow circle of confidential personalities typical of most people and increase the reserves of world social capital. These elements echo the characteristics of the trust phenomenon, which a lot of scientists have repeatedly pointed out. Defining the advantages of tourism in cross-cultural exchanges, the author points to possible obstacles for appearance of any trust basis. The presence of a subjective view towards things or events belongs to the least controlled interference among them. Except of, the author assesses the potential of Ukraine regarding the development of internal and external tourism, identifying it as a factor for attracting foreign investment and political partners. The absence of tangible reforms and a strategic plan at the level of state structures does not at all contribute to improving the situation in such a promising area. The author proposes to focus on the development of territorial branding, as well as improving the infrastructure and security necessary to meet the basic needs of tourists.