THE ROLE OF MARKETING RESEARCH OF REGIONAL TOURIST MARKETS
Abstract
The article is devoted to the topical issues of the research of regional tourist markets, which can be presented as a set of economic relations, which are based on the production, sale and consumption of a complex tourist product within a certain territory (European, American, Asia Pacific, Middle Eastern). It has been established that the study of regional tourism markets is a task of two interrelated theoretical and applied fields: strategic marketing in tourism and industry marketing research. The role of marketing research of regional tourism markets is revealed, in particular for the manufacturer, marketing research can show the probability of acceptance of a new tourist product by the target market, target consumers; to consumers – show what analogues of the tourist service are on the market, which have already become popular among consumers and make it possible to predict the probability of acceptance of a new tourist product among analogues on the market. The most common types of research used in the marketing of regional target markets are highlighted and disclosed, as well as the methods of conducting marketing research are characterized and classified into groups: ongoing and special marketing research of tourist markets; quantitative and qualitative studies of regional tourist markets; primary and secondary research; by type of research design of regional tourist markets; research of regional tourist markets at the level of end consumers of tourist services (tourists) and at the level of distributors (tourist firms); online and offline studies are distinguished by the environment; by the time of the research; according to the technology of carrying out the research; by subject of research implementation. The current situation in the global tourism market has been analyzed. Tourist arrivals indicators in the region were examined (indices for this figure in 2022 are presented) (2018 and 2021 are used as a basis for comparison). The most common types of studies of regional tourist markets are described, along with the methodological and technical challenges associated with such studies (exact determination of the number of tourists, in particular domestic ones).
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