Managing Group Behaviour of Tourists in Public Places (Case of Yellowstone National Park)

Relevance. Violation of safety rules by tourists under the influence of stereotypes and reference groups lead to accidents and destruction of the natural resources of Yellowstone National Park. This work allowed us to combine theoretical and empirical research, contributing to the study of group behavior management as a promising area for consideration. The purpose of the master's thesis is to identify factors affecting the group behavior of visitors in public spaces, as well as the development of a set of methods to prevent unwanted behavior in Yellowstone National Park. As part of an empirical study, a focus group was conducted to identify methods for controlling undesirable behavior in the public spaces of the park and an expert interview to assess the appropriateness of the proposed methods in the focus group. Empirically, we studied the typical ideas about how to ensure safety in Yellowstone public spaces, as well as the possibility and expediency of their use for leadership. When analyzing the data obtained, a deductive (directed) content analysis was used. The results showed: (1) the presence of certain patterns of group behavior of visitors to Yellowstone tourists; (2) the existence of 5 key stereotypical reactions of visitors that affect compliance with safety rules in the park; (3) violation of the rules of conduct provoked by other members of the group; (4) stereotypes, groups, reactions have pronounced sociocultural characteristics; (5) it is possible to prevent unwanted behavior by influencing stereotypes; (6) it is possible to influence management tools on reference groups (their leaders) and / or through stereotypes; (7) the feasibility of introducing certain methods into the park management system; and (8) the measures that the park management needs to take to implement these methods. Based on the results obtained, directions for further research and limitations were compiled, and the following practical recommendations were developed, which include: - general recommendations for improving the fleet management system; - additional recommendations applicable to the Park Security Service. The study allowed us to close the existing knowledge gaps identified as a result of the analysis of the literature on the topic of management: (1) unconscious behavior of visitors to the park; (2) the unconscious behavior of visitors under the influence of a (reference) group; (3) the behavior of groups of visitors through stereotypes. The recommendations will allow solving the practical problem of controlling the undesirable behavior of tourists not only in the Yellowstone National Park, but also within other public spaces that are affected by the identical problem.