Marketing culture of future specialists in the sphere of tourism

In the article a marketing culture is exposed as totality of material and spiritual values is in the context of modern preparation of future specialists of sphere of tourism. It is emphasized on the prospects of growth of the tourist sector. The new directions of tourism and those which were already created will be able to use this trend if the corresponding conditions are created and the favorable policy for business, infrastructure and marketing will be pursued. Views of experts of the tourist sphere are analysed, on the basis of them the main activities of managers on tourism are designated. Using a method of the historical analysis studied the causes and evolutions of marketing as type of activity and as sciences. It is considered the structural content of the term “marketing” and the possibilities of its interpretation regarding the manager's personality. For the purpose of understanding of terms the retrospective analysis of concept “Marketing culture” was made. On the basis of the essential characteristics of the marketing culture of the manager, the main approaches to the consideration of the content of the manager's work are determined: functional, personal - activity and cultural. Educational methods (exercises, practical method, programmed training methods, situational method in combination with conversations and discussions, solving production situational problems, simulating simulator activity, business games and their elements, etc.) are designated for the purpose of increase in the efficiency of marketing culture formation of tourist staff. Further ways of improving the methodology of the educational process of the proposed methods and improving the efficiency of professional training of tourism personnel in the field of marketing are identified: an in-depth study of the psychological aspects of the formation of the necessary knowledge, skills, and personal, professionally significant qualities of tourism managers.