Service and tourism industry - a modus of global consumer society

The paper focuses on the processes of globalization, its fundamental nature, the development trends, and implications. The author analyses postmodernism processes, which serve as the philosophical foundation of globalization—a factor shaping the basic personality type for globalization. In this study, the service and tourism industry is a modus of globalization and the basic public relations - public structure with a mission to adapt people to the new global environment of human existence.