Abstract:
The role of national culture as a specific system of norms, values that distinguish one society from another and promotes its integration, giving the identity, which at the same time is the basis for creating a unique tourist product. The content of elements of culture is determined. Attention is emphasized on models of world culture. Innovative processes in international tourism are considered. The influence of cross-cultural communications on the spread of innovations is substantiated. Proposals for improving the development of innovations in international tourism in conditions of globalization and cross-cultural interaction are formed
