Psychological aspects of working with tourists on the route. Theoretical foundations of the activity of guides. Psychological aspects of oratory in the excursion

The professional activity of a manager has a long history and deep traditions that reflect the specific requirements for a manager's personality. The mass nature of the profession and its importance, along with the growing trend towards an increase in the dependence of the viability and success of organizations on the effectiveness of management, encourage us to clarify ideas about what should be professional manager tourism

The tourism manager is the main figure of the organization. However, not all managers perform the same functions in the firm. This is due to the fact that tourism organizations differ from one another, and therefore the tasks and functions performed by managers are not identical. The main management functions of a tourism manager are: planning, organization, motivation, control. He performs the same functions as the manager of any other field of activity, but there are differences: he must have complete information about the tourism system and be able to process this information correctly. The formation of enterprise policy is carried out most often at the highest level of management.

Specifically, the planning function includes the following activities:

• · participation in the development of the goals set by tourism (i.e. finding out how real, understandable and controllable the goals are);
• current analysis of the competitiveness of the place (market, direct and indirect competitors, demand);
• · development of a strategy for the competitiveness of the region, its special position;
• · Implementation of the competitiveness of the region.

Thus, the function of planning should be understood as a systematic, informationally processed process of qualitative, quantitative and temporal determination of the future goals of the excursion company, means and methods of formation and development of the enterprise. Essentially, in the planning process, the tourism manager decides what the goals of the organization should be and what its members should do to achieve those goals.

The organizational function of management for tourism activities is the organization of tour programs, their promotion, implementation and execution. The manager analyzes the activities and decisions needed to achieve the objectives; groups processes and tasks into an organizational structure; selects people to manage these processes and to solve the tasks. A good prospective manager of a travel company should be able to be an organizer, and a friend, and a teacher, and an expert in setting goals, and a leader, and a person who knows how to listen to others ... and this is just the beginning. He must know perfectly his subordinates (if it is top management), colleagues, their abilities and the ability to perform the specific work assigned to them. The manager must know the conditions that bind the enterprise and employees, protect the interests of both on a fair basis, eliminate the incapable in order to maintain the unity and correct functioning of the company.

With the most beautiful plans, effective organizational structure, modern equipment (means of collecting and processing information), but without motivating the work of employees of the company it is impossible to achieve the desired results: members labor collective will not be able to perform their duties.

Motivation is the work of a manager aimed at activating the employees of the company in terms of increasing the efficiency of their work in order to achieve both personal goals and the goals of the company. To motivate employees means to touch on their important interests, to give them a chance to realize themselves in the process labor activity. The manager maintains constant communication and motivation with his subordinates, colleagues and superiors. An experienced manager knows how to motivate himself, motivate the activities of his colleagues and, for this, there does not have to be a person who manages this entire process. Ordinary ordinary managers of a tourist company, by constantly supporting each other, by a positive climate in the team, can themselves create and maintain this work motivation necessary for successful development in the tourist services market.

Motivation to work is significant factor the success of any organization, and especially organizations of the tourism industry, which are more dependent on the effectiveness interpersonal relationships employee and client. Although the quality of service is largely subjective, and its evaluation is carried out in terms of quality criteria in the sensations of the tourist himself, however, the client's dissatisfaction with the trip also depends on the service itself. After all, it is the client (tourist, excursionist) who is the catalyst professional activity tourism managers. Whoever, no matter how the client evaluates the managers of a particular company. For example, studies have shown that the main reason for whether a client returns to a travel industry organization or not is the level of service. The first time the consumer can be lured by good advertising, a rich interior, but the second time he comes, as a rule, thanks to professional work personnel and the availability of quality service previously received. High level of employee motivation tourism organization for their quality work is, therefore, not just desirable from an organizational point of view, it is vital, since it directly affects the efficiency of the entire organization.

The nature of the activity of a particular manager is determined by the composition of the powers delegated to him in decision-making. This composition is established in accordance with the system of division of labor and specialization adopted in the company. management personnel. A travel company can be managed by one (top management) or management can be carried out by all managers. Managers collectively establish their management model through constant meetings and discussions. Among the factors that determine the choice of management model:

• - the size of the firm;
• - the nature of the firm;
• the nature of the environment in which it operates.

From the point of view of the last factor, there are following models controls:

• - a model of rational in-house management in a calm external environment;
• - management model in a fairly dynamic and diverse market;
• - a model adapted to spontaneous, unexpectedly occurring under the influence external environment firms problems .

Tourism firms are in the process of continuous constant search for their management model, as the firm itself and its environment change over time.

The functions of control are the quantitative and qualitative assessment and accounting of the results of the company's work. The manager analyzes, evaluates the results and reports them to the management, subordinates and colleagues. He must be able to correctly evaluate his achievements, results and understand whether it is beneficial for his company. This is an assessment of the success of the implementation of the plans outlined by the organization. The control system provides feedback between expectations - defined management plans and real indicators organization's activities. Top manager, he must contribute career growth of people. The quality of working life is a set of conditions that contribute to the growth of staff. In most cases, the promotion of an employee is carried out by alternating vertical growth with horizontal, which gives a significant effect - a stepped career, but horizontal is more often used in practice [Chudnovsky A.A., Zhukova M.A.].

High-level managers spend most of their working time on planning and control functions; managers of a lower level (linear) are more busy with the selection of personnel and the organization of their work. However, at all levels of management, they to a certain extent use and perform all four management functions: planning, organization, motivation and control. Being able to manage, interact with people is the most important requirement for a tourism service manager of any level, which contributes to the conclusion of profitable deals, profitable sales tours, maintaining and replenishing the customer base and much more.

So, the tasks and functions of management are carried out through the activities of the managers themselves.

Ethical norms are of particular importance in the activities of a manager in tourism - this is the observance of norms, primarily business ethics, i.e. ethical standards of behavior of a manager in market economy, his moral principles and ideals. With regard to tourism activities, we should first of all talk about the following:

• - profit maximization should not be achieved at the expense of environmental destruction;
• - in competition, only “permitted” methods should be used, i.e. follow the rules of the market game;
• - fair distribution of benefits;
• - personal example compliance ethical standards at work and at home;
• - discipline and moral stability.

For the successful implementation of tourism activities, the manager must know the psychology of a person, understand the motivation for the desires of the client coming to the company, without this it is impossible to build a tour correctly, offer the necessary tourist tour and offer it to the consumer market, and most importantly, satisfy the client’s desires, providing him with a purely positive tourist experience and emotions.

In addition, it is necessary to carefully study the patterns of human behavior in different situations, decision-making motivation, choice of preferences in types of recreation. And this, of course, is necessary for the professional activities of the manager of a travel company. The manager must see his client, understand what exactly he needs now, whether to offer him something extreme, or, seeing his psychological attitude, offer a more relaxing holiday. In the management of tourism activities, and indeed in management, there is a softer definition of the impact on subordinates - influence. Influence is the behavior of one individual that changes the behavior of another. There are two large groups of influence in management: emotional influence and rational influence [Wells S., 2004]. In the group of emotional means of influence, infection occupies the main place. Emotional contagion is characterized by an almost automatic, unconscious transmission of the emotional state of one person to another. Using the mechanism of infection, the manager can significantly increase the cohesion of the team, mobilize it to achieve the goals of the organization. The group of rational influence in the activities of a manager includes suggestion, persuasion. The effect of suggestion is achieved through the personal qualities of the manager: his recognition, authority, prestige. Suggestion is a one-sided influence. Many managers successfully influence people through suggestion.

Some managers easily and with pleasure use in their professional activities various ways positive influence on subordinates, colleagues, clients, others do it with great difficulty, and the third simply cannot do it, which is to a certain extent connected with their temperament, character and professional qualities.

A capable manager has the ability to understand intonations, facial changes, postural dynamics, and behavioral contradictions. He feels the slightest movements of emotions, changes in the state of the interlocutor and the group, shades of relationships. He has the ability to guess the state of people by the minimum number of external behavioral signs, to more accurately assess the circumstances and factors preceding this state, and on the basis of an intuitive assessment of the characteristics of the personality of each person to predict his future behavior, to contribute to the restructuring of this behavior in the direction necessary for the manager - organizer . At the same time, the manager's activity remains focused on an actual, significant goal, without the implementation of which the existence of the group loses its meaning. However, if the social situation changes, a skilled organizer immediately rebuilds tactics, maintaining the chosen strategic line of behavior.

Of particular importance is such a psychological state of a person as reflection - this is reflection (reasoning) for another person, the ability to imagine oneself in the psychological situation of this person, as if to think for him, to reason “from his point of view”. The ability to reflect in oneself the way of thinking, the judgments of other people is an indicator of the high culture of thinking of a tourism manager.

It is very important for a tourism manager to master the technique of persuasion, especially when working with clients, based on the interests of the client, and not their own and the main means of influencing the team. The manager must, without forcing, be able to professionally harmlessly convince his colleagues, if necessary for the future of the travel company, be able to convince the client, but not force that this particular tourism product it is necessary to acquire and that it is “our” company that is in many ways more professional and better than “that one”. Receptions and methods psychological impact, both for colleagues and for the client, are largely determined by the preparedness of the manager, his competence, organizational skills and knowledge in the field social psychology. Psychological methods of leadership require that at the head of the team there are people who are flexible enough, able to use various aspects of management. If the manager of the company wants to succeed, he, first of all, must clearly understand the goals of his work. The success of the manager's activity in this direction depends on how healthy interpersonal relationships are formed.

In the process of communication, a variety of information is exchanged - ideas, interests, ideas, and so on between the manager, his client or colleague. Interpersonal communication is based on skills that are constantly improved in the course of a manager's work. A tourism service manager should not underestimate interpersonal skills, without which the effectiveness of a travel company is impossible.

In the work of the manager of a travel company, not only interpersonal communication with the company's clients, but the manager must also have a culture of communication with colleagues at work. A professional manager should be able to maintain a positive climate of communication with employees as professionally as possible and try in every possible way to avoid conflict situations. The manager must also be able to handle such situations professionally and painlessly for the organization if they arise. On average, tourism business managers spend about 20% of their working time on conflict resolution.

The main task of managers is to identify the conflict at the initial stage, so as not to waste working time on it later. It has been found that if the manager identifies the conflict at the initial stage, it is resolved in 92%; in the upswing phase - 46%, and at the "peak" stage, when passions are heated to the limit, conflicts are practically not resolved or are resolved very rarely. It should be noted that in certain situations, the source of conflicts are the managers themselves. Many unwanted conflicts are generated by the personality and actions of the manager himself, especially if he is inclined to introduce a lot of petty things into the fundamental struggle of opinions, allows himself personal attacks, is vindictive, suspicious, does not hesitate to publicly demonstrate his likes and dislikes. The cause of conflicts can also be his vanity, harshness, rudeness in dealing with his colleagues, with the company's clients.

Many conflicts arise precisely through the fault of such managers, who do everything in their own way, do not take into account the opinions of their colleagues and clients. They do not show due exactingness to themselves, put personal interest at the forefront and create an atmosphere of permissiveness around them. The incontinence of the manager, the inability to correctly assess the situation and find the right way out of it, the inability to understand and take into account the way of thinking and feeling other people give rise to conflict. Of particular difficulty for the manager is to find ways to resolve interpersonal conflicts that may arise among the managers themselves, with the clients of the travel company. In the case of the client, the manager is interested in maintaining the relationship and prefers to get at least a minimal result. The presence of a certain number of conflict situations in a travel company can prevent the formation of a favorable climate in the company. A protracted conflict, regardless of the cause of its occurrence, negatively affects the morale in the team, leading to stress, anxiety and disappointment.

The sense of teamwork, or team spirit, in a travel company is due to the satisfactory relationship between employees who occupy an equal position and such an environment can help employees endure the occasional drop in demand for their services, seasonal work, customer complaints. The manager must strive to meet the needs of both his employees and his clients and be available to them.

Even in the most progressive and well-managed firm, there are situations and working conditions that cause stress. Stress is a state of tension that occurs in a person under the influence of a strong influence. For example, a manager travel company experiences stress when there is not enough time to complete the entire amount of planned work. He has a feeling of anxiety (stress) if the situation gets out of control. There is a problem and there is no alternative to it, but it needs to be solved urgently. This is also stress. A common cause of stress in a travel company is that a manager is overwhelmed by an inordinate amount of tasks to complete. In this case, he has a feeling of anxiety, hopelessness and material losses, especially, as you know, in travel companies the payment system, how much he sold - he earned so much.

Uninteresting work is also a stress factor. People with more interesting work, show less anxiety and are less prone to physical ailments.

But different events in the life of a manager can also serve as a cause of stress. Both negative life events and positive ones can cause stress.

In the professional activity of a manager of a travel company, it is very important to be able to manage oneself in unforeseen situations, the manager should try to avoid conflict situations with other managers, not conflict with customers, and be able to find a compromise in relationships. To be able not to bring yourself to stressful situations, to get out of stress correctly is also a necessary professional quality for a manager of a travel company.

A manager who effectively manages the situation, who knows how to keep everything under control - this is the key to success, both in personal activities and in the activities of the company itself. The effectiveness of a tourism service manager is largely determined by the presence of individual traits of the manager corresponding to the roles that he must perform in a tourism organization. There is a more detailed and closer to Russian conditions classification of the roles of a travel company manager:

• 1) "thinker" - a general understanding of the state of affairs in his unit, the search for optimal ways to solve problems;
• 2) "staff worker" - processing of management information and preparation of documentation;
• 3) "organizer" - coordination of work of employees;
• 4) "personnel officer" - selection, placement, assessment of personnel;
• 5) "educator" - training and motivation of personnel;
• 6) "supplier" - providing the group with everything necessary for labor activity;
• 7) "social activist" - participation as a leader at meetings and meetings; work with public organizations;
• 8) "innovator" - the introduction of advanced labor methods and scientific and technical achievements in production;
• 9) "controller" - control over compliance with organizational measures and product quality;
• 10) "diplomat" - establishing relations with other institutions and representatives.

All these roles of a manager can be found in a modern, successfully developing travel company. Moving towards the post of leader (top management) tourist enterprise, the specialist begins his work activity from the lowest level positions. He can start activities in such departments as financial - economic management, management information systems and technology, sales management and other departments provided for in the system of a tourist organization.

Thus, the whole complexity of the process of harmonization of relations and the need for special training, special knowledge of the managerial staff, and in some cases, the involvement of specialists, become visible.

The tourism industry is unique in that the employees of the travel company are part of the product (goods) that is provided to the tourist. Managers, who are in contact with the client, are part of the product being sold. Thus, even minor miscalculations can have a great impact on the quality of the goods and on the successful future of the company itself.

As you know, the potential of power in the activities of a manager is a powerful factor in influencing subordinates and colleagues. Endowed with power, the manager can demand from subordinates the strict implementation of their orders and instructions.

The success of a manager's professional activity also depends on the influence of the manager's personal authority.

The results of labor in the tourism business largely depend on a number of psychological factors. The manager, knowing the characteristics of the behavior of each individual, can predict his behavior in the direction necessary for the team. The main criterion for a healthy psychological climate is the predominance and stability of an atmosphere of mutual attention, a respectful attitude of a person to a person, a spirit of camaraderie, combined with high internal discipline, adherence to principles and responsibility, with exactingness, both to others and to oneself. Insufficient attention to the social and psychological aspects of the professional activities of managers of tourism activities causes unhealthy relationships in the team, which reduces labor productivity. The ability to take into account the "human factor" will allow the manager to purposefully influence the team, create favorable working conditions and, ultimately, form a team with common goals and objectives.

It is such a manager, with knowledge in psychology, who will be most successful and sell on tourist market labor. Therefore, it is safe to say that a professional manager of tourist services needs to have knowledge in the field of psychology and sociology. Managers of any level can be evaluated according to two main criteria: performance (the ability to achieve the desired result) and efficiency (the ability to achieve this result at the lowest cost).

So, the basic concepts related to tourism management, functions, methods and roles are considered and analyzed. effective manager. But there are also certain problems in tourism enterprises. These problems are often unavoidable and a professional manager must be aware of these problems and take them into account. These include:

• 1. High staff turnover caused by low wages, monotonous, many hours of work, although, of course, there are exceptions;
• 2. Seasonality of demand means that most workers are employed on a temporary or permanent basis, which causes less responsibility and limits the ability to implement training programs;
• 3. Low qualification, low prestige of many jobs, which makes it difficult to recruit suitable personnel;
• 4. Low opportunities for career advancement, which does not attract highly qualified, motivated workers. This is largely due to the development of small businesses in the tourism sector;
• 5. Special requirements for employees, which is associated with working with clients - constant hospitality, goodwill. "The customer is always right" - this motto should work in any conditions, the employee should not violate the expectations of customers;
• 6. Low management experience, expressed in the fact that the management of tourism entrepreneurs does not have sufficient experience in applying the concept of human resource management in a modern interpretation;
• 7. A small number of training programs for staff, improving their skills. In our country, only the formation of a system for training personnel for the tourism sector is taking place.

For any travel company, a staff of professionals is an extremely high value, inferior in importance only to the company's clients. Personnel management, and quality management - this is the most important function of the manager of a travel company. Line managers perform the entire range of management functions, including the selection and setting of goals and objectives, organization, regulation of the activity process, control, analysis of stage and final results and development of new goals and objectives, as well as the selection and placement of personnel for the implementation of certain program projects - all this has been analyzed earlier, but what should the manager himself be like, what professional qualities and skills should he have in order to effectively interact with colleagues and clients?

Managers are the main resource of the firm, but it is easily depreciated. The specificity of tourism activity as an object of management predetermines the nature of the work of managers and the requirements for their health, lifestyle, as well as volitional, intellectual, emotional spheres, and worldview.

A tourism manager in the process of professional activity masters the methods and means of action presented in the corresponding cross-culture, forming knowledge, skills and abilities, which are then included in individual subject activity, which makes it possible to accumulate individual experience. Based on these methods, he develops new methods and methods of activity. The consolidation of individual norms and values, the formation of a certain attitude towards the world around us means that he has his own, internal measure for assessing his own behavior and the behavior of other people. Having determined the values ​​and boundaries of his behavior, he is less dependent on situational opinions and assessments of others, independently chooses value-acceptable goals and behaviors that comply with the norms, becomes a socially mature, independent person.

Tour guide requirements

Professional skill of the guide

Ways to improve the professional skills of a guide

Forms of oratory guide

Non-verbal means socializing on trips

Tour guide requirements

The profession of a guide, like any other, requires from a person not only certain knowledge, but also skills that are acquired in the course of special training and practice. Nowadays, guides are trained by higher educational establishments tourism profile. Until the 60s. 20th century the work of a guide was a type of amateur occupation, that is, specialists from various branches of knowledge, pedagogy, museum workers, without interrupting their main activities, conducted excursions. The following requirements are imposed on people who have chosen the profession of a guide for themselves: good diction, knowledge of excursion topics, a penchant for cultural and educational work, replenishment and improvement of knowledge, initiative and creative search, studying the interests and requests of sightseers, good manners, erudition, courtesy, attentiveness to sightseers, mastery of methods, love for the profession, knowledge of the basics of pedagogy, psychology, logic, the ability to analyze one’s actions, give objective assessment, demanding and principled.

In the course of training new guides, it is necessary to help each specialist to master the necessary system of knowledge and skills. Correctly using the potential of a specialist is one of the tasks of training.

The social prestige (respect) of the profession of a guide is associated with the originality of this type of activity, intellectual character. For young people who wish to become tour guides, the decisive factor in choosing a specialty is the ability to communicate with other people, to be the object of attention of an interested audience, to receive a daily assessment of their activities.

The prestige of the profession is closely related to professional excellence, it does not automatically apply to each individual guide, it is formed and confirmed in the course of activities on the route.

The guide, as a person, must have an active life position, which is expressed in relation to work, society, the state, and himself. The level of activity of the position depends on education, worldview, conviction, the development of professional skills, the quality of a particular person, his aspirations and desires. Due to the peculiarities of the profession of a guide, a person masters it, placed in conditions conducive to the manifestation of an active life position.

Inclinations and abilities play an important role in shaping the personality of a guide.

The natural basis for the development of abilities is makings- congenital features of the nervous system. Such inclinations as memory, observation, imagination, ingenuity, can become the basis of extraordinary abilities, that is individual characteristics individuals who are the conditions for the successful implementation of certain activities.

There is a division of abilities into general and special. The first includes what is needed to master any activity: diligence, perseverance, observation, etc. To master the skills of a certain profession, special abilities are needed: musical, literary, artistic, mathematical, etc.

For a guide, as well as for a teacher, a lecturer, there are four types of abilities: constructive, organizational, communicative, analytical.

The ability to select and correctly arrange the material of the excursion, to present it clearly is constructive ability, which serve as the basis for the mental activity of the guide. Since the guide leads a group of tourists, directs their attention in the right direction, important organizational skills. Establishing business contacts with a group, building proper relationships with a bus driver, employees of museums, hotels, and other guides is impossible without communication skills i.e. the ability to communicate.

For an objective assessment of the excursion, the effectiveness of the use of methods and techniques, it is necessary to analytic skills. Not all tour guides have these abilities to the same extent.

Personal confidence should become an integral quality of the guide. It is based on knowledge, ideology and an active life position, manifested in a clear direction of views and actions, the desire to convince the tourists of the correctness of their point of view.

Conducting an excursion also depends on temperament. Emotions of the guide, his mood should not affect the course of the tour. The ability to pull oneself together is an important component of excursion connoisseur skill. In the preparation of guides, attention should be paid to overcoming those character traits that prevent the correct organization of work with tourists, while taking into account the characteristics of a particular type of temperament. The guide should be aware of the manifestations of temperament, the essence and nature of emotions also for the reason that all sightseers are also individuals.

Personality properties regulate the mental activity of a person. The guide should not be condescending to his work. He needs to constantly control his actions, during the excursion asking himself the question: “Am I doing this?”, “I am showing the object correctly?” Self-control skills need to be instilled in training courses, advanced training. ideological conviction, consciousness.

As a result of comparing their actions with certain norms, the guide conducts a self-assessment, which must be objective. Overestimated self-esteem leads to high arrogance, intolerance to criticism, underestimated - to passivity, pessimism. It is important not only to identify the shortcomings in oneself personally, but also to be able to eliminate them.

The personality of a guide is formed during all human activities: at school, university, at work, at home, in the course of relationships with tourists.

Obligatory qualities should be optimism, moral satisfaction. Optimism is expressed in goodwill, friendliness, attention to people, the ability to create the right climate in the group, to correct a bad mood. This is facilitated by an upbeat tone of voice, conviction in the benefits of the knowledge communicated, a sense of humor, and faith in success. A kind smile sometimes helps to cope with the difficulties that arise during the tour, improve the mood of the group and the guide himself. The excursion carried out should be from joy, moral satisfaction. In cases where the guide, having assessed his activities, does not experience moral satisfaction, he draws conclusions for himself, what needs to be corrected, improved, that is, improved.

Each person is an individual, he is distinguished by language, style of presentation, gestures, facial expressions. All of the above applies to the guide as well. One has literary abilities, reads poetry, the other skillfully uses pauses. Especially vividly individuality is manifested in experienced guides, they have a wide variety of methodological techniques used.

For those who have chosen the profession of a guide, she makes a number of requirements. Among them: a tendency to participate in cultural and educational work; understanding the meaning of excursions and their role in the process of education; consciousness of one's duty; the presence of good diction, certain knowledge on one or more excursion topics; intolerance to shortcomings, lack of culture, remnants of the past in the minds and behavior of people; continuous replenishment and improvement of their knowledge; feeling new; initiative and creative search in work; deep study of interests and requests of tourists; a differentiated approach to servicing various groups of the population; good manners, high culture in work and behavior, courtesy, tact in dealing with sightseers; possession of the method of conducting excursions; love for your profession.

Each guide must have knowledge not only of his specialty, but also knowledge of the basics of pedagogy and psychology. It is also very important that the guide be able to analyze his work, be able to give an objective assessment of the tour, show integrity and exactingness to himself.

The profession of a guide involves the possession of a certain range of practical skills. These skills allow him to select, formulate and effectively convey his knowledge to a wide audience. Each employee who has chosen the profession of a guide should be able to: select the necessary factual material, study it, prepare an individual text for an excursion on a specific topic, compose methodological development, to apply methodological techniques in practice, to use visual materials"portfolio guide", listen to guides in their field of knowledge and provide them with assistance, participate in the promotion of excursion possibilities of the region.

Practical knowledge and skills serve as the basis for the participation of the guide in methodological work, allow you to manage the methodological section, the methodological office, conduct classes in training and advanced training courses for guides, leaders of tourist groups, travel agencies, and assist novice guides. Possession of practical knowledge and skills is a solid basis for the skill of a guide.

* The prestige of a profession is the respect it enjoys. The profession of a guide is prestigious, which is associated with the attractiveness, originality of this type of work activity, its uniqueness, and intellectual character. The social prestige of this profession is based on a high appreciation of the importance of the activity of the guide, understanding of his role in carrying out cultural and educational work. For young people who aim to become tour guides, the decisive factor in choosing this profession is the opportunity to communicate with other people, to be the object of attention of an interested audience, to receive daily assessment of their activities, causing positive emotions among the tourists.

The professional skills of a guide and the prestige of this profession are interrelated concepts. However, it should be borne in mind that the moral prestige of the profession of a guide does not automatically transfer to the personality of each individual guide. The prestige of the individual is daily checked and confirmed by the practical activities of the guide in the team, at the workplace, mainly on the route - in the group, where the audience is shown that main and concrete, which is the indispensable basis of professional prestige.

The guide is the central figure of the excursion business. In the pre-war period, work as a guide was not professional; it was a kind of amateur activity for sightseers, primarily teachers. Sometimes the duties of a guide were performed by specialists from various fields without interrupting their main activities. Only a few large museums had full-time guides, but their number was small. In the course of the transformation of the excursion from a form of recreation into a form of social and cultural activity, the work of the guide began to acquire professional features.

The profession of a guide is a kind of labor activity that requires a person to have certain knowledge, skills and abilities acquired both through general or special education, and in the course of everyday life. practical activities of people. In addition, in the minds of people, there is an image of a guide, that is, a set of external and internal characteristics that are traditionally associated with representatives of this profession. Thus, in the minds of others there is a model of the tour guide's image, the constituent elements of which are a visual image (clothes, makeup), an auditory image (voice, diction), an idea of internal qualities a person of this profession (intelligence, erudition, goodwill).

In almost all works on the excursion business, much attention is paid to the personality of the guide. Tour guide theorists agree that a guide as a person must have the following qualities and characteristics.

Each guide must have a well-developed imagination and be able to think in images. For example, the guide must describe an unobservable object in such a way that the tourists begin to “see” it. The guide's imagination is based on knowledge, impressions, and previously accumulated experience. They serve as the source material for creating sufficiently clear mental images.

The nature of the tour depends on the temperament of the guide, which is manifested in his behavior, in the level of vital activity. Depending on the type of temperament of the guide, his behavior is characterized by a certain depth of emotions: temper, calmness, different reactions to stimuli. Thus, a sanguine guide is characterized by a fast pace of speech, frequent mood swings, and a quick reaction to the actions of sightseers. Choleric is hurried in the story, in the absence of proper control is quick-tempered, unbalanced, touchy. Phlegmatic, on the contrary, is slow, has monotonous gestures and facial expressions. Finally, the melancholic is characterized by greater or lesser strength of feelings, duration of experiences, stability or rapid change of emotions. Therefore, the behavior of the guide, being a manifestation common culture of a person, must be subordinated to his will and depends on the ability to control his emotions. Emotions arising from the guide under the influence of external and internal factors, his mood, elevated or depressed, should not affect the course of the tour. The ability to pull yourself together, to ensure the right tone in the group is important integral part professional skills of the guide.

An integral quality of a guide as a person is his tendentiousness or conviction. Tendentiousness is manifested in the clear direction of his views and actions, in the desire to bring his point of view to the sightseers and convince them of its correctness. During the tour, the guide directs the group's attention to those aspects of objects, phenomena and events that should be reflected in their minds, in a word, helps them see what he sees himself.

Excursion as a process is the perception of sight and sound by sightseers. Therefore, it cannot exist without oral speech without the tour guide. As a person speaking in relation to the audience can act in the following guises:

The informant communicates knowledge to the tourists, talks about an object, event, phenomenon, without showing his attitude to this, without explaining the causal relationships with other events or phenomena;
the commentator reports on objects, events, phenomena, gives them individual assessments and some explanations, indicates the reasons that caused them;
the interlocutor in the course of communication takes into account the reaction of the tourists to the material presented, using the question-answer form of communication, listening to their remarks, introducing additional material;
the adviser explains what he saw, gives recommendations on observing objects, brings the tourists to the necessary conclusions, advises how to carry out post-excursion work;
the emotional leader evokes certain emotions in the tourists by analyzing the objects and events associated with them.

The speech of the guide is designed for understanding by other people, therefore, it should be a presentation of ready-made, logically and well-formulated thoughts. The priority form of presentation of the material by the guide is a monologue. Monologue speech, compared to dialogic speech, is more detailed in content, complex in structure and has a clear grammatical design.

Mastering the art of the word by the guide is an important condition successful excursions. Therefore, the following requirements are imposed on the informative speech of the guide: speech must be correct, understandable, accurate, expressive, clean, concise.

The correctness of speech is understood as the observance by the speaker of the rules of pronunciation, placement of stress, word usage, form formation, construction of syntactic constructions, and style. In other words, correct speech presupposes the speaker's knowledge of the language norms of the Russian language. It is worth the guide to make a mistake at least once, as listeners switch their attention from the content of the excursion to errors in his speech.

Comprehensibility of speech implies an accessible, intelligible presentation. Numerous terms and foreign words make speech incomprehensible, so they should be carefully selected. If it is impossible to exclude such words from speech, they must be explained. The guide should not mechanically memorize formulations and difficult words. You need to get used to them, understand their meaning, and only then remember. The main thing is to ensure that their use in speech becomes natural and necessary. In cases where this cannot be achieved, individual words should be replaced by others that are more familiar to the guide and more natural to the style of his speech.

The accuracy of the presentation is especially important when characterizing the object and largely determines the impact of the guide on the audience. In the tour, abstraction, the use of stereotypes, common words, the meaning of which has long been erased, which have depreciated semantically, are unacceptable.

Expressiveness is understood as the features of speech that maintain the attention and interest of listeners. The means of expressiveness are allegories, periphrases, metaphors, epithets, etc. The timely use of aphorisms, proverbs, sayings increases the expressiveness of speech.

The guide needs to take into account such a feature of speech on the tour as its conciseness. The elimination of superfluous words, common phrases that lead to a loss of audience attention makes speech laconic and economical. Conciseness gives strength to speech. In addition, it should be remembered that each excursion object has its own "language". He can tell about himself with his appearance, the information that tourists have about this object before the start of the tour. Therefore, the guide should not overdo it here.

The guide should start working on the outer side of speech with mastering the technique of speech. To technical specifications speech includes sonority, tempo and rhythm, pitch, diction, and finally intonation.

Sonority allows you to convey speech to all tourists. It relies on proper breathing, deep, frequent and controlled. On one deep breath, you can only say part of the phrase. Expressive speech requires frequent breathing. You can not inhale only at the end of phrases, this should be done in accordance with the meaning of what is being said. This requires breath control during the entire speech. There is a whole range of exercises for setting the breath and improving the sound of the voice.

The pace and rhythm of speech. The concept of tempo includes the speed of speech as a whole, as well as the duration of the sound of individual words. How the speed of speech flow in time is distinguished by fast (75 words per minute), medium (60 words per minute) and slow (45 words per minute) tempo. A tongue twister (80 or more words per minute) is unacceptable in any audience, as it interferes with the assimilation of the material, quickly tires the listeners, and creates the impression that the guide is indifferent to the topic of the excursion.

The main provisions of the excursion story are presented much more slowly than the rest of the material, which can be reported at a faster pace.

The rhythm of speech is a uniform alternation, acceleration and deceleration of longitude and brevity, tension and relaxation.

The pace and rhythm of the guide's speech are dictated by the content of the excursion story and the conditions of the group's movement. They can change several times during the tour - accelerate or slow down. Finally, the pace and rhythm of speech should be such that its content is perceived and assimilated most effectively.

The height of the voice and its melodic pattern make it possible to distinguish a question from an assertion, the final and immutable from the discussed and doubtful, conviction from uncertainty, emphasize the contrast. Sadness, tender human feelings, ideas of the majestic require a voice to be raised. Suspicion, anxiety, threat can be expressed by lowering the voice. It is not recommended to start a phrase loudly, with a high tone and lower your voice at the end, since the ending determines the attitude towards the phrase as a whole. The guide should avoid both monotony, lethargy, too low tone, and excessive elation, unjustified emotions, loudness.

Diction, like voice, plays an important role in creating the image of a guide. Diction refers to the degree of distinctness, clarity and articulateness in the pronunciation of words and in the flow of speech. The profession of a tour guide requires that his speech be distinct, clear and articulate to the highest degree. To do this, you need to work out the pronunciation of individual words: words of foreign origin, names and patronymics should sound clear and be legible and well audible for the whole group. There is a set of exercises to improve diction.

An important role in the design of the outer side of speech is played by intonation - the rhythmic-melodic side of speech, since it, being an expressive means, also turns out to be one of the strongest forms of speech impact on the audience. It is necessary to proceed from the fact that the basis of the story is not only a thought, but also a feeling that gives a peculiar color to the story, shows the attitude of the guide to what he is talking about. Therefore, speech intonation must be logically justified. The change in intonation is caused by the semantic content of the story.

It is equally important to carefully work out phrasal and logical stresses throughout the story on the topic of the excursion. In each phrase, which is a semantic segment of the story, one or more words are usually singled out, the most important in their meaning.

Note that the guide belongs to the professions of the "man-man" type. It is for the representatives of these spheres that their external appearance is a direct component involved in their labor activity. The guide reveals to people information that is clearly presented in objects and exhibits, so his own appearance should not interfere with this process and distract tourists from it.

For workers in the service sector, to which the tour guide profession belongs, costume designers recommend classic and business style, Chanel style, some variations of sports style. Since the guide must be intelligent, endearing, revealing something to the sightseers, but not teaching, unlike the teacher, this is a rare image of a specialist who is allowed to wear a dress at the workplace, even a fitted one, of the so-called X-shaped silhouette (of course, speech is about a female tour guide). At the same time, a modern haircut is appropriate.

Thus, the appearance of a guide, in comparison with representatives of other professions, allows for moderate freedom and relaxedness, but at the same time, he suggests modesty in clothes and hair, a sense of proportion in cosmetics.

A positive visual image of the guide helps to establish contact with the group. In addition, the friendliness, friendliness, and ease of the guide have a great influence on establishing contacts with the audience. Such contact begins to be established in those short minutes when the guide pronounces an introduction to the excursion and its topic. The necessary connections with the audience are then maintained and strengthened throughout the tour. Well if favorable psychological climate, created in the first minutes of the excursion, will remain until its completion.

The guide during the tour must pay constant attention to the whole group. It is incorrect when in his story the guide refers to one or two sightseers, for some reason singling them out in the group, thus checking the intelligibility of the material presented by their reaction to what they saw and heard during the tour. Conducting a tour, the guide must skillfully lead the entire group.

Sometimes the guide faces the task of relieving the tension and irritation of the tourists. At such a moment, a joke is appropriate, which helps to set the audience in the appropriate way. However, it should be remembered that humor should be tactful and unobtrusive. The desire to amuse the tourists at all costs shows that the guide does not take the tour seriously enough, and this leads to a loss of control over the group.

An equally important task of the guide is to achieve an interested attitude of the group to the topic of the excursion, constantly activating their attention. To activate the attention of the group, the guide must skillfully and timely apply such methodological techniques as accepting assignments, accepting questions, accepting novelty, and finally, taking the interaction of interests.

To attract and retain the attention of tourists, the guide should know the socio-psychological characteristics of people.

The information that the excursion carries will attract the attention of the tourists if it coincides with their interests and needs or has the ability to awaken a new need in them. The guide needs to take into account the mechanism of interaction between people in the mass, which in psychology is called "psychological contagion". If the guide cares about what he is talking about, if he himself is inspired by this, then the sightseers perceive the guide's purposefulness as their own.

Effective perception of the content of the excursion is possible only if strict discipline is observed by all members of the group. If necessary, the guide should tactfully make a remark about conversations, noise, laughter. At the same time, both arrogance and fawning before people should be equally avoided.

In the speech of the guide, both familiar and indecisive tone is unacceptable. It is also impossible to emphasize dependence during the excursion.

So, for a qualified guide, it is necessary not only to possess the sum of knowledge, skills and abilities in preparing and conducting an excursion, but also to speak correctly and beautifully, to be a subtle psychologist and observer, a skilled organizer and leader, and finally, to watch your appearance.

6.1. Psychological aspects of oratory in the excursion

6.1.1. The value of oratory

Before achieving success in conducting an excursion, the guide very often goes through a difficult and thorny path of erroneous actions. This often has a negative impact not only on the material condition of the tour desk, but also on his own morale. Optimism is lost, faith in one's own abilities. The theoretical knowledge gained seems worthless, divorced from practice. The demand for excursions is decreasing, the authority of the guide is lost in the eyes of not only sightseers, but also more successful colleagues. Excursion routes also lose, which, in terms of potential qualities, for example, uniqueness, originality and originality of excursion objects, can be extremely interesting in themselves. Consequently, the guide is the main integrating link, the general source of information impact on the minds of tourists. The effectiveness, measure and quality of this impact directly depend on the degree of the guide's mastery of the principles of oratory. Possession of oratory is the key to the success of a novice guide. It is much easier to be armed with the elementary principles of oratory and achieve success through this than to come to it as a result of decades, gradually correcting your own mistakes. And the last - the path of disappointment and depression. Not every guide has the courage and courage to pass it with dignity. The professionalism of the guide as a speaker is manifested not only in observing the established rules, following the recommendations of experts in the field of oratory, but also in the systematic and consistent practical implementation of the entire set of forms of oratory.

The term "oratory" of ancient origin. Its synonym is the Greek word "rhetoric" and the Russian "eloquence", that is, the ability and ability to speak beautifully and convincingly. What is commonly understood by oratory in excursion activities?

N.V. Savina in training manual on excursion studies notes that “oratory is a means of human cognition, a kind of work of art that affects both feelings and consciousness at the same time. Therefore, the activity of a guide, whose profession is constantly connected with speech, is unthinkable without a thorough knowledge of the principles and rules of oratory, without mastering the culture of speech. In this definition, it is interesting that it focuses on the logical and emotional impact of the excursion material. However, this definition suffers from a certain incompleteness in terms of excursion practice. Therefore, in this chapter, oratory will be understood as firstly, a high degree of skill of the guide, and, Secondly, the art of constructing and conducting a tour in order to have the desired impact on the sightseers. However, before considering the relationship between oratory and excursion activities, let's find out what is meant by the professional skill of a guide in the traditional school of guided tours.

6.1.2. Tour guide basics

Leading domestic expert in the field of tour guide B.V. Emelyanov notes several qualities in understanding the professional skill of a guide. Firstly, is the sum of knowledge, practical skills, ideology and conviction. Secondly, it is understood as the art of skillful use of visual and oral propaganda and, third- the ability to prepare and conduct excursions.

B.V. Emelyanov distinguishes the following components of the guide skill:

Broad outlook, erudition, cultural level.
- Strong knowledge in a certain industry, a section on the specialty of a guide,
- Knowledge of the basics of excursion theory, methodology of excursion propaganda and methods of conducting excursions.
- Intuition of the guide. The guide's intuition finds its expression in the ability to:
1) determine the composition and needs of the audience;
2) use an unexpected phenomenon;
3) quickly draw conclusions;
4) respond correctly to the remarks of the tourists;
5) to get out of the conflict situation correctly;
6) give the right advice.
- Mastery of skills. Skill is a high degree of skill. All the skills of a guide can be divided into several groups:
1) skills of independent work;
2) skills of working with the excursion audience;
3) preparation skills for conducting the next excursion;
4) oral presentation skills;
5) skills of excursion showing and storytelling;
6) skills to use the "portfolio of the guide";
7) skills of listening to excursions. Based on the possibility of using the principles of oratory in the excursion, the guide must take into account the following requirements of the excursion methodology:
1) proper organization showing objects;
2) targeting, differentiated approach;
3) priority of visual evidence;
4) taking into account the requirements for the story (specificity, objectivity, conciseness, sufficiency, functionality and expediency).
5) ensuring the continuity of the excursion as a process of learning, preventing the use of breaks to exchange impressions about the excursion;
6) the ability to overcome the attention crisis of sightseers that occurs at the 14th, 23rd, 31st minutes (for example, by receiving novelty of the material or listening to sound recordings, showing transparencies or slides, using manuals from the "guide's portfolio");
7) the use of various indications (indications are: orienting to the observation of an object, recommending to compare the object with some other, offering to remember a historical fact or be silent for a while, think about what you saw and heard);
8) the development of acceptable manners, which are expressed in the way one behaves, in conversation with sightseers, in appearance, in clothes, in the presence or absence of bad habits.

All these guidelines The traditional school of excursion studies refers to the components of the professional skill of the guide, leaving aside the main psychological basis for success in organizing and conducting excursions - the very personality of the guide.

6.1.3. Psychology of the personality of the guide

The personality of the guide plays a greater role in his professional success than deep knowledge. This truth is also true in the field of oratory. The personality of the guide is largely manifested in what speech abilities she has. In this regard, it is very interesting to get acquainted with the characteristics of individual speech types proposed by S.F. Ivanova. Each speech type corresponds to one of the four temperaments.

Rational-logical type. For tour guides of this type, emotions are often hidden from prying eyes, but their restraint does not at all mean a lack of emotionality. They are more inclined to analyze phenomena, to reasoning and strict argumentation of their own and other people's actions. Their preparation for conducting excursions is distinguished by a consistent selection and strict systematization of materials, reflection and development of a detailed plan. Tour guides of this type remember this plan and do not use it during the performance. They have a different problem: how to make their speech more vivid, emotional and what examples to choose to illustrate and argue the main idea in order to interest the tourists. Most often, “logicians” are people of a sanguine temperament.

Emotional-intuitive type. Tour guides of this type speak passionately and enthusiastically, often joke, but they cannot always follow the rigid logical sequence of speech and “make ends meet”. Without a strict plan, with limited time, they can “get carried away”, lose their thoughts and, as a result, negate the effect of their brilliant speech - the sightseers are left with the impression of emotional chatter. The plan of their performances is not always written, believing that it only fetters them. Cholerics most often belong to the emotional-intuitive type.

philosophical type. This type of tour guide is the hardest to describe. They are both emotional and prone to analysis. They can show organization, or they can, without any visible organization, surprise with deep knowledge or originality of the idea found. Despite private individual differences, such guides are united by the desire for research, a deep understanding of phenomena right in front of the sightseers, the desire and ability to involve the excursion audience in this process. The individuality of "philosophers" in speech is weakly manifested, since they can be both analysts and lyricists. Most often, "philosophers" are phlegmatic.

Lyrical, or artistic-figurative type. Such guides think more in images than in logical categories, although this does not mean at all that there is no logic in their reasoning. These guides are very impressionable and emotional. Lyricism, sophistication, excitement and penetration can be traced in their character. However, guides of this type can differ significantly from each other. Basically, this type is based on a melancholic character.