Abstract
The article analyzes the competitive environment in the tour and conducts its marketing research. It is characterized competitors of the tourist operator as the other active active subjects of the tourist market, focused on the segment of consumers, in the qualitative and efficient satisfaction of the needs of which the tourist operator has the greatest opportunity. In the modern market of services (which is an integral part of the tourist market), the fact that the tour is a typical service, that is, a commodity that requires its buyer not only cash (any service has a market price), but also part of his free time (any service, including organized trips, is lengthy in time). The competitive struggle in the tourist markets and the competitive environment of the tourist operator at the initial stage of the tour design are analyzed, which is reduced to determining the degree of coverage of the competitors by the segments whose needs the tour operator has the greatest prospects. Evaluated the strengths and weaknesses of the competitive offers and find out exactly what dominated the tours organized by rivals, and whether the author of the tour-project has the ability to successfully conduct a competitive struggle. It is characterized tour operators who can quite well consider their competitors as libraries, educational institutions, gyms, Internet services, etc., since they deprive potential travelers, first of all, of free time, which they could spend on the trip. Enterprises are not tourist services that negatively affect the ability of consumers to make tours (the availability of necessary funds and free time) and thus hinder the work of the tour operator, can be called indirect competitors. The way to fight indirect competitors is to promote the tourist lifestyle, which is carried out by many large tour operators along with promotional campaigns of their tours. Key words: marketing research, marketing analysis, competitive environment, tour turning.
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