The patriotism upbringing of young generation is very important government task of nowadays. The article states that this task solution has to get started with influence on the audiences, which themselves can transmit the system of national values through cultural products to population of Russia when serving people. They are students who study the «Tourism» and «Service» disciplines at the Russian universities. Tourism is an activity, which allows people to see and understand their own country, estimate recourses unknown earlier. Service personnel (guides, museums workers, animators) have an opportunity to imbue cultural programs for tourists with significance. The author of the article assures hospitality industry has the instruments of influence on public consciousness in order to form Russian traditionalism. The author raises the problem of social – cultural service personnel quality and asserts that to inculcate required capacities to the workers of the future Russian service industry is possible only with the help of educational process modification and use of creative learning methods.
national values system, patriotism, succession of generations,
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