FEATURES OF CONSUMER BEHAVIOR IN THE MARKET OF TOURIST SERVICES IN THE POST-WAR PERIOD

Abstract

In the paper the impact of negative factors of the external environment on the development of the tourism industry in Ukraine, which led to a significant reduction in tourist flows, was examined. The decrease in the flow of tourists affects the hotel business, restaurants, transport companies and other branches of the tourism industry and thereby reduces the income from the tourism sector, which will lead to a narrowing of opportunities for the development and modernization of tourism infrastructure. It is noted that for the period of 2021–2023, tax revenues from tourism industry enterprises have sharply decreased. Many enterprises, in general, stopped their activities. In the structure of the paid taxes by types of economic activity, the largest amount of tax revenues was recorded from the hotels and other means of temporary accommodation for tourists, that is connected with the significant rates of migration of the Ukraine population in the time of the military operations. The above-mentioned trends indicate significant changes in fiscal activity in the field of tourism and may be caused by various negative economic, social and political factors, that affect on the relevant market segment. In order to reveal the peculiarities of consumer behavior in the process of making a decision to purchase a tourist product, an empirical study of clients of leading tour operators of Ukraine was conducted. The negative effect of environmental factors requires the consumer of tourist services to be more concerned about his safety, which limits the opportunities of tourists and leads to a decrease in the number of positive emotions from the selected tourist product. In the paper adapted a five-level model of consumer behavior to the peculiarities of the tourist services market and indicated that the consumer’s behavior at each stage will shape the direction of the marketing strategy of tourist enterprises. The presented adapted five-level model clearly demonstrates the promising directions of the post-war recovery of the tourism sector in Ukraine for tourism industry enterprises.