TOOLS OF EMPATHY IN THE TOURISM AND HOSPITALITY INDUSTRY

The article highlights the tools of empathy in the activities of organizations in the tourism and hospitality industry, leading to an increase in the effectiveness and productivity. To form a high degree of satisfaction and loyalty of the tourist, which increases the competitiveness of organizations in the tourism and hospitality industry, the staff of tourism enterprises in interpersonal relations is required to possess a professional skill related to the ability to feel the emotions of the guest, perceive their experiences, take part in the emotional experience of the guest, the ability to understand their behavioral motives, have an impact on the creation of a positive consumer experience of the tourist, i. e. active use of empathy techniques and tools as one of the communication skills in the tourism and hospitality industry. The study conducted by the authors of the article made it possible to identify a wide range of empathy manifestations in the activities of organizations in the tourism and hospitality industry: firstly, the active use of empathy tools allows to build long-term relationships with guests and thereby increase the level and degree of sales sustainability, and secondly, the empathy of a manager in the tourism business enables to adequately assess the level of staff satisfaction and makes it possible to properly motivate staff, increase the degree of confidence, and increase the productivity of their activities. The authors of the article come to the conclusion that empathic behavior in the tourism business has an impact in three levels: as a tool for a hospitable approach to dissatisfied customers, for the formation of personalized relationships between employees and guests, and for creating feedback in order to transform the tourism services provided and increase competitiveness organizations in the tourism and hospitality industry.

empathy in tourism, emotional intelligence, interpersonal relations in tourism, tourism and hospitality industry, customer relations in the tourism industry, SERVQUAL model, spectrum of tourist identities, tourist consumer experience, tourist feedback, empathic behavior, culture of empathy in tourism, tourism staff skills

Kobyak M. V., Ilina E. L., Latkin A. N. Tools of empathy in the tourism and hospitality industry. Business. Education. Law, 2022, no. 3, pp. 54—59. DOI: 10.25683/VOLBI.2022.60.318.