СПОРТИВНО-СОБЫТИЙНЫЙ ТУРИЗМ В КОНТЕКСТЕ МАРКЕТИНГА

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The article is devoted to the study of the problems of tourism marketing in terms of tourist consumer behavior that arise during the preparation and holding of major sports events, which are little studied in the Russian scientific literature. It focuses on the disclosure of such behavioral characteristics of consumers of tourist services, such as the motives of tourists and their perceived barriers to travel. These problems are considered through the prism of foreign studies, which present various aspects of the impact of major sporting events on the development of tourism in their host cities and regions. Among the sports motives studied, as a rule, within the framework of sports marketing, the factor of fans ' loyalty to their favorite team is highlighted, which is considered by many foreign researchers from the standpoint of the theory of social identity theory. At the same time, each of the potential tourists intending to go to a sports event is more or less guided directly by tourist motives, which is of interest from the point of view of tourism marketing. It is noted that the interest in a sports event is not always translated into a real trip because of possible barriers. The interpretations of the latter, presented in foreign publications, are given. Based on the empirical data contained in these publications, the author notes the increased negative impact of the threat of terrorist attacks, crime and other anti-social manifestations on the development of sports and event tourism. Examples of the unequal attitude of local residents to the holding of major sports competitions in their places of residence are given. Based on the generalization of foreign publications, it is concluded that it is necessary to take into account the entire set of factors that affect the consumer behavior of potential tourists in the process of developing marketing strategies in this area.