Axiological orientation of the modern leisure industry

The article is devoted to the study of the axiological component of the modern leisure industry, its contribution to the process of formation and development of the essential forces of a person, his valuable moral qualities, worldview attitudes. The author reveals the meaning of the axiological essence of the leisure industry through a system of axiological principles: the parity of cultural traditions and innovations; the recognition of the possibility of studying the leisure industry in the context of the humanitarian discourse of mass culture; the maintenance by the main institutions of the leisure industry of the diversity of cultural features of the humanistic value system; the appeal to the social experience of a person in a scientific dialogue about the foundations of values. It is concluded that in the axiological "I" - the system of value orientations of a particular subject, both cultural and social and professional values-goals and values-means are synthesized, which are significant in the formation of his personal message associated with the choice of a particular segment of the leisure industry and, accordingly, social and cultural technologies.