ИСТИНА

ABSTRACT In the second half of the nineteenth and the beginning of the twentieth century, the mass culture formation in Russia greatly influenced the character of educational and cultural trips. The social composition of the travellers changed: it was not nobility but the middle class that prevailed. The ways of planning and organising the trips altered too, as they were henceforth organised by a rapidly developing tourist industry. The patterns and norms of the behaviour of the travellers also transformed. All these features identified the formation of a new social role: the role of a tourist. The research is based on the analysis of the Russian mass media materials and the guidebooks of the second half of the nineteenth and the beginning of the twentieth century. The aim of the research is to investigate how the tourist practices evolved from those of the previous epoch; which patterns and norms of behaviour were required to match the new social role. The techniques of the transmission of new cultural models and formation of new behavioral stereotypes are emphasised. Key words: a tourist, a traveller, social role, mass culture, leisure, behavioural stereotypes.