Abstract
The article is dedicated to the review of the origin and promotion of the “free” excursions service in Ukraine as well as to the change of attitude towards them during the russian military aggression. The terminological confusion that arises among the Ukrainian consumers with the use of the term Free Walking Tours are indicated in the article. This term is considered in Ukrainian realities through the prism of such concepts as "free", "unpaid", "open", "volunteer", although in global practice such excursions are provided exclusively "for tips". An analysis of the strategies of sites advertising Free Walking Tours is presented, the most popular of them and those containing information about similar services on the Ukrainian market are identified. The degree of the Ukrainian tour guides inclusion in this information space is determined. The possibilities of collaboration in creating an excursion service in foreign languages are shown. The positive effect of the fact that the price of this service is determined by consumers is shown due to the fact that it has a great psychological effect with a low degree of expectation. Also, this factor affects the promotion of a certain destination, the degree of feedback on the tour guide’s work and the impression of the trip. The positive impact of free excursions on the psychological relief of internally displaced persons in the conditions of war in Ukraine is analyzed. It is noted that this format of the excursion is the best format in the conditions of economic recession and exit from the crisis. The conclusions presented in the article will provide an opportunity to understand the strategy of promoting the Free Walking Tours service for the Ukrainian consumer and to overcome the terminological discrepancy arising in the advertising of "free" excursions "for a tip" for the Ukrainian consumer. The presence of a wide network of international resources for advertising such services is an opportunity to improve and diversify this service with Ukrainian tour guides in foreign languages.
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