TRENDS IN CONSUMER BEHAVIOUR AS A BASIS FOR PROMOTION OF A TOURISM PRODUCT: VIDEO CONTENT

Abstract

Changes in customer behavior cause changes in marketing strategies, including promotion as an element of the marketing mix. At this point, it is safe to say that digital technologies are not only influencing consumer behavior, but also changing consumer habits. Digital or online consumers belong to the generation of consumers born after the 1980s. The daily use of the Internet and social networks has changed the behavior of consumers, and the transparency and reputation of a company play a big role for them in making a purchase decision. Modern consumers are aware of their needs, have a large amount of information posted on the Internet, and, accordingly, can quickly assess the price-quality ratio of a product. Consumers are more focused on learning, adventure and experience; more flexible and independent; more prone to stress and looking for relaxation and benefits; are more concerned about health and safety; are tech savvy and often use it to book and purchase travel products. Global changes took place not only in the ways of obtaining information, of which there are many due to the development of information and communication technologies. The main changes are taking place in the expectations of consumers, in their approaches to decision-making in a modern, information-rich, socially intensive environment. However, digital technologies are not only a catalyst for changes in consumer behavior, but also form new ways of solving the problem of tourism promotion. The purpose of this article is to review current trends in consumer behavior in the field of tourism and analyze the relevant digital technologies and tools used to promote a tourism product. The article considers the main, according to the authors, trends in consumer behavior, highlighted on the basis of their direct connection with tourist promotion. In addition, the authors identify digital marketing technologies and tools related to these trends and analyze options for their direct use to promote areas for tourism development. The article describes the global experience of applying advanced promotion ideas. The materials of the article may be of practical interest for the tourism business.