SERVICE CULTURE AND THE EXPERIENCE FOREIGN TOURISTS

This article explores the role of service culture in shaping the experiences of foreign tourists. It examines how the quality of service delivery, staff professionalism, cultural sensitivity, and hospitality standards influence tourists’ satisfaction and perception of a destination. The study highlights the importance of communication skills, customer-oriented approaches, and intercultural competence in improving service quality. Furthermore, it analyzes real-life experiences of international visitors and identifies challenges faced by service providers in meeting diverse expectations. The findings suggest that a well-developed service culture not only enhances tourist satisfaction but also strengthens the international image and competitiveness of the tourism industry.