Souvenir production in a museum - tool of emotional communication with visitors

The article concerns souvenirs within framework of communication alignment, particularly emotional, with museum visitors - tourists. Thus, the process of forming of souvenir assortment is regarded as an activity, a set of tools and concrete actions for searching, analysis, generation and dissemination of information about the museum, important for the tourist, potential museum visitor and a museum itself as the place of interest. The author proposes to consider several case-practices that can be used by private, corporate, and the people museums as a bank of ideas in the form- ing of lines of souvenir production, or in monitoring the existing assortment. The article also pays attention to the issue of the changing role of museums in modern society and their representation as objects of tourist interest new format. The author describes the experience of the Russian State University of Tourism and Service in the implementation of the project «People and Independent Museums Community.» As a generalization the author provides the key development trends of the design, manufacturing and sale of souvenirs for tourists.