Transforming Mass Tourism: From Standardization to Personalization

The article examines mass tourism as a cultural phenomenon that has emerged in industrial and post-industrial societies. Based on an analysis of the works of international and Russian researchers, the article identifies key features of mass tourism. It is demonstrated that the current trend in tourism development is toward the transformation of mass tourism into more differentiated, personalized, and sustainable forms, particularly ecotourism, ethnotourism, and rural tourism. The author draws attention to the state policy of the Russian Federation aimed at diversifying the tourism industry and supporting alternative forms of tourism through national projects and legislative initiatives. The dual nature of ecotourism is emphasized: as it becomes mass, it risks losing its ecological and cultural foundations, turning into “mass recreation in nature”. The article emphasizes the need to find a balance between economic benefits, environmental sustainability, and preserving the authenticity of the tourist experience in the context of the emergence of a “new mass character” focused on awareness and cultural depth.