Abstract
Features of a modern stage of the European tourist market development are considered and internal and external factors influencing formation of market behavior of consumers are analyzed. Development of the international tourism market largely depends on economic integration and globalization processes, improving the welfare of the population, expanding cultural ties and strengthening social interaction, demographic shifts, and socio-political stability in Europe. Under the influence of globalization and sociocultural shifts, changes in consumer preferences, transformations in the system of their motivation and market behavior significantly complicate the activities of travel companies, make them constantly monitor changes in consumer demand and find effective mechanisms for influencing market development. Analysis makes it possible to systematize the factors influencing the market behavior of consumers in the tourism industry, determine the determinants that are most influential in the process of making a consumer decision by the consumer. Based on the results of marketing research conducted in the UK tourism market, key factors of actualization and influence on consumer behavior are identified, the main reasons for acquiring tours, the directions of transformations of consumer behavior under the influence of globalization are revealed, and the hierarchy of consumer motives is compiled. Research results show that at the present stage of the functioning of the UK tourism market, the consumer is more inclined to individualize in making a purchasing decision, strives to satisfy hedonistic needs, gain new experience, develop personality and spiritual growth by studying other cultures, lifestyles and traditions. It is determined that the behavioral model of consumers illustrates the high resistance to the formation of global values and assimilation of cultures, personifies the preservation of behavioral identity and the stability of motivational elements. Understanding the market behavior of consumers under the influence of globalization in a cross-cultural context is very important from the point of view of the timely identification of transformations in behavioral consumption patterns and the development of effective marketing strategies for different segments of consumers in international markets.
Highlights
Due to the enhancing processes of integration and globalization, travel services industry is becoming one of the world economy sectors, which has an important place in modern international economic relations, has the most intensive development and leads to erasing of economic and cultural borders between the countries
The market behavior of consumers on the tourist market is determined by internal instinctual forces, by incentives of external environment, personal and cognitive determinants
The external factors that create basis for the forming the demand on the tourism market derived mainly from the economic environment, political environment, demographic environment, socio-cultural environment, technological environment
Summary
Due to the enhancing processes of integration and globalization, travel services industry is becoming one of the world economy sectors, which has an important place in modern international economic relations, has the most intensive development and leads to erasing of economic and cultural borders between the countries. The development of transport infrastructure, reducing the cost and spreading air transport services, spreading information technology and communications, making one common information field which is available for the unlimited number of users, increasing material wealth, development of social programs in most developed countries – this is an uncompleted list of factors which cause the popularization of international tourism and induce to the formation of the world tourism market. The tourism industry and related sectors of the national economy provide employment for 12 % of the working population of the enlarged EU that creates 24 million workplaces [1]. The globalization of world tourism market creates intercultural dialogue between European countries and forms the basis for the formation of European identity as a single cultural and historical center
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