Transformation of consumer behavior in the tourism industry in the conditions of digital economy

Abstract

The tourist’s «mobility» increasing trend is the result of traveler’s activity, who prefer to build the routes and book the accommodations trough deferent services themselves, and digitalization of tourist market. Blackwell-Miniard-Engel model was used for the Customer Journey Map creation. The Customer Journey Map includes the possible touch points with customers for impact (communication) and help meet the need at different stages of the make buying decision. Studying the characteristics of digital travel services, the authors applied an online survey of 100 consumers aged 18-35. Because the estimation of the correctness of the choice concerns not only the tourist object, but also digital travel applications, respondents were asked about the used travel applications, the desired benefits and the degree of customer satisfaction with an available service. The usefulness of content and travel applications can be viewed in terms of the reliability of the information provider, the breadth of opportunities in evaluating options, price incentives, service levels and usability.