Consumers Of Tourism Services Research Articles

THE EXPERT EVALUATION METHOD IN FORECASTING THE PROMOTION OF A GASTRONOMIC TOUR AS AN EFFECTIVE TOOL FOR MAKING MANAGEMENT DECISIONS IN THE PUBLIC SECTOR

The article is dedicated to studying the opinions of potential consumers of tourist services regarding the possibilities of forming and promoting a gastronomic tour in Ukraine. Based on the results of an expert survey, the authors present a realistic picture of the formation and promotion of a gastronomic tour in Ukraine, which allows identifying problems and outlining necessary ways to solve them. The obtained data provide a clear view of the state and development of gastronomic tourism in Ukraine, allowing for the study of consumer opinions, understanding their perspectives on this issue, and identifying the major challenges overlooked by public sector representatives. These representatives are capable of making effective management decisions regarding the prospects and opportunities for the development of gastronomic tourism and the promotion of gastronomic tours in Ukraine.

THE EXPERT EVALUATION METHOD IN FORECASTING THE PROMOTION OF A GASTRONOMIC TOUR AS AN EFFECTIVE TOOL FOR MAKING MANAGEMENT DECISIONS IN THE PUBLIC SECTOR

The article is dedicated to studying the opinions of potential consumers of tourist services regarding the possibilities of forming and promoting a gastronomic tour in Ukraine. Based on the results of an expert survey, the authors present a realistic picture of the formation and promotion of a gastronomic tour in Ukraine, which allows identifying problems and outlining necessary ways to solve them. The obtained data provide a clear view of the state and development of gastronomic tourism in Ukraine, allowing for the study of consumer opinions, understanding their perspectives on this issue, and identifying the major challenges overlooked by public sector representatives. These representatives are capable of making effective management decisions regarding the prospects and opportunities for the development of gastronomic tourism and the promotion of gastronomic tours in Ukraine.

An analysis of the effects of value cocreation and tech enjoyment on customer satisfaction in tourism virtual reality

PurposeThe main objective of our study is to shed light on how perceived enjoyment influences the intricate relationship between value cocreation and consumer satisfaction, with a specific focus on the realms of tourist services.Design/methodology/approachTo achieve the objective outlined in this research, an information survey was carried out on 400 consumers of tourist services who have participated in virtual cocreation processes through digital platforms. As a data analysis technique, the dynamic structural equation modeling (DSEM) analyzes the causal relationships between the elements under study.FindingsOur extensive analysis draws upon the data collected through a survey spanning from 2018 to 2023, encompassing 400 participants who actively engaged in value cocreation processes in both physical and virtual settings. Our investigation considers two competing models to elucidate the role of perceived enjoyment. Our findings, established through DSEM illuminates that perceived enjoyment predominantly functions as a mediator, exerting a more pronounced influence on the connection between value cocreation and consumer satisfaction. Contrary to a moderating role, perceived enjoyment emerges as a significant mediator in our study.Originality/valueThe most significant addition is recognizing virtual value cocreation behaviors in tourist sector activities over time, primarily because it indicates the likelihood of negative repercussions of its usage. Furthermore, it must be capable of designing surroundings according to the characteristics of customers in terms of immersion and technology usage, preventing a rise in stress situations that might result in more negative consequences than planned. Another important insight is that virtual value cocreation initiatives have detrimental long-term implications, particularly in tourism.

СЕГМЕНТАЦИЯ ПОТРЕБИТЕЛЕЙ НИШЕВЫХ ТУРИСТСКИХ УСЛУГ

This article describes the importance of cli-ent psychology and its specifics in tourism, notes the role of the sales funnel as a uni-versal algorithm, highlights the relationship of influence factors and consumer motiva-tion. The study involves the analysis of the influence of specific factors within the boundaries of a certain destination, which form the narrowly focused requests of con-sumers of tourist services. The paper high-lights the categories of niche areas and pre-positive intersections with personal charac-teristics. The study identified the main seg-ments of consumers of tourist services in the niche sector and their individual characteristics in correlation with personality types.

ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВИ РОЗВИТКУ ТУРИЗМУ: УКРАЇНА ТА СВІТ

The article examines the peculiarities of the development of the tourism industry in the current crisis conditions. Scientific studies of the development of the world market of tourist services are analyzed. The main indicators of the tourism industry in the world and in Ukraine are given. The main trends of modern tourism business in the world are named: restoration of tourist flows after the quarantine restrictions and the COVID-19 pandemic; change of working and rest time formats due to the spread of the separated work format; introduction and development of digital technologies in tourism (software, applications, services, open state data); implementation of the concept of sustainable development and greening of the tourism industry; increasing importance of safety and health; emergence and distribution of new tourist products (solo tourism, medical tourism, gastronomic, scientific, military, sports and green tourism, etc.); the impact of political crises, militarization of countries' economies, political instability, danger and military conflicts. The impact of Russia's military actions on the development of international tourism is associated with a decrease in security and the level of trust of consumers of tourist services; the growth of inflation and the decrease in the economic growth of countries; increasing threats to business and jobs due to the destruction of communications, losses and disruptions in supply chains, the energy crisis. Global crises and problems of the world order require constant development and innovation in the field of tourism. Today, the tourism industry in the world and in Ukraine, in particular, is undergoing major transformations, changing strategies and ways of solving crisis phenomena, such as political instability, military actions, problems with energy carriers, climate change and the pandemic. We consider it promising for further research to develop and implement theoretical and methodological support for local and regional programs for the development of the tourism industry of Ukraine in war and post-war conditions, the restoration of recreational, historical, cultural and tourist potential in order to increase the tourist attractiveness of Ukraine; creation of a database on the loss of destruction of tourist objects of Ukraine as a result of the war; use and development of digital technologies and tools in tourism.

Віртуальний туризм - доступний вид туризму

Digitization effectively permeates every industry in this era of globalization and world change. The tourism industry is no exception, where elements of digitization and digitization are used and involved. As a result of the integration of technologies in the tourism industry, such a concept as "virtual or digital tourism" will appear. This is a modern full-fledged type of tourism, which is popular among all audiences of visitors. The phenomenon of virtualization is becoming relevant because the consumer of the service and the tourist service itself are changing, and it is becoming flexible to such visitors as inclusive tourists. But the formation of the service is influenced by other factors of world globalization - the development of technologies, psychological factors of the visitor's perception of the service. Virtual tourism, as a separate type of tourism, does not limit visitors either in movements, not in time, or in space. Therefore, virtual tourism is gaining momentum and popularity among all audiences of consumers of tourist services in the virtual world. One of its functions is as a prelude to a real trip. However, for the audience of inclusive tourists, it is a full-price and affordable replacement for traveling in physical space. But such tourists can apply for the definition category - "virtual tourist".

CULTURAL AND EDUCATION TOURISM IN UKRAINE: CURRENT STATE OF THE RESOURCE BASE AND DEVELOPMENT PROSPECTS

Objective. The article is aimed at analyzing the current state of the resource base, identifying the main trends and prospects for the development of cultural and educational tourism in Ukraine. Methods. To achieve the objective, the following methods are applied: theoretical generalisation (to study approaches to defining the concept of cultural and educational tourism), statistical (to process statistical information), analysis (to study the current state of the resource base, trends and features of the development of cultural and educational tourism), abstract-theoretical (to summarise and draw conclusions) and modelling (to identify promising areas for the development of cultural and educational tourism in Ukraine). Results. As a result of the study of approaches to defining the concept of "cultural and educational tourism", it is established that the latter should be understood as travel, the main purpose of which is to familiarise tourists with historical, cultural and natural objects and resources in order to meet educational and aesthetic needs. The structure, current state of the resource base of cultural and educational tourism and features of its spatial location are analysed. The imbalance between the location and saturation of cultural and historical objects between different regions of Ukraine is revealed, in favour of Kyiv, Kharkiv, Dnipro, Odesa and Poltava regions and the Carpathian region. The article analyses the loss of cultural and educational resources from the Russian-Ukrainian war and identifies the main trends in the current development of cultural and educational tourism. As a result of the analysis, the main directions of development of cultural and educational tourism in wartime and post-war conditions are identified and substantiated, in particular, the following: development of militarised areas of cultural and educational tourism, extension of modern travel trends to cultural and educational tourism, introduction of the promising Slow Cities tourist movement in cities, shifting the emphasis to the creativity of forms of cultural and educational tourism and expanding the use of innovative technologies in promoting tourist attractions and exchanging information with consumers of tourist services.

Барьеры и факторы развития туристического бизнеса в России и Арктике (по результатам экспертного опроса)

The tourism sector is the most important for the socio-economic development of countries and regions, contributing to the preservation of historical and cultural values, the formation of humanism and tolerance in the world. However, there are many difficulties in the tourism business that have become seriously exacerbated during the COVID-19 pandemic and contribute to a rethinking of the problems and factors of tourism development. In Russia, since 2020, the focus has been on the development of domestic tourism, and this further contributed to the restoration and maintenance of a certain stability in this area, which is especially important during the period of aggravation of the geopolitical situation in Russia and the world, from 2022 to the present. Nevertheless, the issues of barriers to the development of tourism in our country remain relevant, taking into account the ideas, orientations and practices of both tour operators and consumers of tourism services, which actualizes sociological research in this aspect. In order to identify the existing barriers and factors for the successful development of tourism in Russia, the authors conducted a sociological study in 2021 among tourism specialists who acted as experts and represent authorities, tourism business and science in Russian and foreign regions. The study was conducted in a qualitative strategy using the in-depth interview method, during which 31 experts were interviewed. The results of the expert survey may be useful in the further development of the tourism industry in the Russian regions.

ЗАВИСИМОСТЬ МОТИВАЦИИ ПОТРЕБИТЕЛЯ ТУРИСТСКИХ УСЛУГ ОТ ПСИХОЛОГИЧЕСКОГО ТИПА В КОНТЕКСТЕ ТЕОРИИ ПОКОЛЕНИЙ

This article traces the specifics of the requests of potential consumers of tourist services, based on psychology, in order to identify its interdependence with the alleged motivations and needs in the context of the implementation of a tourist product. The study highlights the importance of identifying the psycho-psychological characteristics of the environment and the influence of external factors on their formation for the subsequent determination of the vector of formation and improvement of the quality of services in the conditions of the national tourism complex. With the help of the analysis, the intersection between the personal aspects, behavioral subtleties of potential tourists and the choice of destinations for travel, taking into account the attached resources, is found. The work includes an analysis of the underlying system – the theory of generations, as well as works, systems and models relevant to the issue under study.

관광규제 혁신과 규제샌드박스

As the government intensifies its efforts to foster the substantial growth of the tourism industry by innovating and reforming unnecessary regulations hindering its development, it is essential to pay attention to the increasing application of regulatory sandboxes in addressing key regulatory issues in the tourism sector. Notable examples include home-sharing services for both domestic and foreign travelers, mobile virtual reality (VR) experience services, platform services for taxi intermediation in the tourism sector, On-Off international traveler insurance services, and blockchain-based smart tour platform services. Recognizing the need for legal evaluation at the regulatory level, primarily focused on the Framework Act On Tourism and the Tourism Promotion Act, in support of the advancement of tourism regulation sandbox initiatives, this analysis delves into the legal framework of what is commonly referred to as the “Korean-style regulatory sandbox.” In light of these findings, several reasons necessitating improvements in the tourism regulation sandbox system are presented. Firstly, it emphasizes the need for specialized regulatory sandbox operations that consider the unique characteristics of the tourism sector. Secondly, considering that the Ministry of Culture, Sports, and Tourism, as the responsible authority, exercises significant regulatory authority in key areas such as the Tourism Promotion Act and the Game Industry Act, it suggests the consolidation of regulatory authorities to maximize the outcomes of the tourism regulation sandbox in the tourism sector. Thirdly, given the increasing number of legislative enactments for individual sectors under the regulatory sandbox, it highlights the significance of having dedicated organizations with expertise to systematically execute regulatory sandbox tasks in the tourism sector. Lastly, for effective responses to issues marked by regulatory conflicts, such as those seen in cases of ICT-based home-sharing services for both domestic and foreign travelers, it calls for an expansion of participation opportunities for stakeholders in the tourism sector. Considering these factors, it is not unreasonable to assert the need for the introduction of a regulatory sandbox system specifically applicable to the tourism sector to promote tourism regulation innovation. However, the establishment of a separate law for securing the legal basis of the tourism regulation sandbox may not be the most suitable approach, given the current regulatory landscape related to regulatory sandboxes. This is because there is not a high quantitative demand for regulations related to the sandbox. Therefore, considering these aspects, the most rational approach may involve partial revisions to the Tourism Promotion Act, which is closely associated with the regulations in the tourism sector, to introduce the necessary provisions for the implementation of the tourism regulation sandbox. If the essence of the sandbox is ultimately rooted in legislative feedback based on retrospective regulatory evaluations, it is quite reasonable to request the Ministry of Culture, Sports, and Tourism, which must take the lead in advancing tourism administration, to actively play a central role in the operation of the tourism regulation sandbox, based on the Tourism Promotion Act. Furthermore, the establishment and operation of the tourism regulation sandbox system for tourism regulation innovation should fundamentally be oriented toward fulfilling the diverse desires and expectations of the general public, the consumers of tourism services. This approach should cater to the needs and preferences of the general population in their enjoyment of tourism experiences.

Multi-vector development of tourism enterprises

The article is devoted to the formation of approaches to the multi-vector development of tourism enterprises. The multi-vector development of tourism enterprises is one of the most complex systems that consider all key areas and types of activities, divisions, and spheres of functioning. The purpose of the work is to substantiate approaches to assessing the effectiveness of functioning and the main directions of strategic development of tourism enterprises at various levels. The authors identify organizational transformation models, risks of multi-vector development, features of the strategy, and communication of interaction with consumers of tourism services using qualitative methods of data analysis. The scenario approach to the development of enterprises within the framework of multi-vector development is a priority and can be implemented based on the introduction of innovative products by a tourism enterprise and provides for the renewal of technical and technological support, training, or recruitment of new personnel, the formation of a marketing policy for bringing tourism services to the market, informing consumers, creating or reorganizing service services. The authors establish that the proposed approaches to ensuring the multi-vector development of tourism enterprises allow for forming the basis for planning, organizing, controlling, regulating, and implementing high-quality multi-vector development of a company's activities.

Использование социальных сетей для формирования портрета туриста (пример Орлиновского муниципалитета г. Севастополя)

The article considers the problem of forming a portrait of a tourist for the territory of a municipal district based on materials from open sources – social networks. The relevance of the study is related to the need to develop approaches to determining the socio-demographic and economic characteristics of visitors to local tourist destinations in the absence of centralized statistics collection. Methods and materials included a sample of 100 users of social networks (accounts) for which the territory of the Orlinovsky Municipal District is included in the area of interest, using filters in 3 ways: participation in communities found by keywords, publication of posts with a hashtag or geolocation. The analysis of sociodemographic data of users is carried out: full name (nickname), gender, date of birth (approximate age), marital status, place of residence, type of activity, place of work, education (university), stopping place in Orlinovsky MD and places of tourist interest. As a result of the analysis of profiles of 100 people, the characteristics of tourists who visited the Orlinovsky MD, their preferences for objects were obtained. It is determined that social networks are an important source of information about consumers of tourist services, including in the Orlinovsky MD. It was revealed that the Orlinovsky MD is visited mainly by residents of Sevastopol and the Republic of Crimea, as well as capital cities. There is a noticeable predominance of women in the tourist flow, and a wide range of ages – from 20 to 60 years. Many tourists consider the Orlinovsky MD as a place for a short one-day vacation. Among the accommodation facilities, visitors of Orlinovsokgo MD prefer guest houses and glamping. The attractiveness of the territory of the district is provided by natural attractions.

Domestic tourism as a driver of socio-economic development of the Samara region

The article examines promising areas of tourism as a driver of socio-economic development, identified on the basis of an analysis of the preferences of consumers of tourist services in the Samara region. The relevance of the study is confirmed by the growing demand for domestic tourism destinations, both intraregional and in Russia as a whole. Samara region is included in the «Golden Twenty» of the National Tourism Rating of the regions of the Russian Federation, has a developed infrastructure, significant natural, historical and cultural potential for tourism development. The authors note that tourism is a strategic priority of the socio-economic development of the Samara region and Russia as a whole, identify promising types of tourist services in the region. The article presents the results of studying the preferences of consumers of the tourism sector in order to identify popular types of tourism in the Samara region, aimed at sustainable socio-economic development and satisfaction of tourist requests of visitors in relevant areas, as well as increasing the level of investment activity in the region. The key needs of users of tourist services of the Samara region are identified and compared with the existing tourist potential of the region. It is noted that the basis for the development of the tourism industry in the region are all-season events for the balanced development of existing types of tourism: fishing and hunting, cultural and educational, active ecotourism, creative tourism. The authors of the study emphasize that the future of tourism in the Samara region is connected with the development of domestic tourism, the growing demand for tourist interregional routes of active recreation, the formation of a culture of eco-tourism, obtaining authentic experience of communicating with local residents and their way of life, immersion in the culture, traditions and language of the place.

AN INTEGRATED APPROACH TO THE ANALYSIS OF THE SPECIFICS OF DEVELOPMENT INDUSTRIAL TOURISM IN RUSSIA

Introduction. The study of industrial tourism is relevant due to its significant role in solving socio-economic problems at the level of enterprises, regions and the national economy as a whole. The development of industrial tourism contributes to the growth of the prestige of working professions, the demand for the products of domestic producers, the creation of new jobs, the development of tourist infrastructure, the increase of the investment attractiveness of enterprises and regions, solving the problem of uneven spatial development of territories with insufficiently developed tourist and recreational potential. Such a wide range of problems necessitates the use of an integrated approach to the analysis of the specifics of the development of industrial tourism in Russia, which is the purpose of this study. Methods. In the article the authors used methods of analysis, synthesis, generalization of data, an integrated approach, which made it possible to identify modern features, constraining factors and prospects for the development of industrial tourism in Russia. Results. The essence, goals and classification of types of industrial tourism are characterized. Its significance and advantages of development for various groups of stakeholders are determined. Modern trends in the development of industrial tourism in Russia are considered by means of an analysis of the information support system for industrial tourism. Conclusion. Industrial tourism is one of the most popular areas of development of the domestic tourism industry. Its development is characterized by significant advantages for enterprises of various sectors of the economy, regions of the Russian Federation, the tourist market and consumers of tourist services.

Effective mechanism for the region sustainable development based on a tourist cluster formation

The article is devoted to the analysis of key aspects of the region sustainable development based on the tourist cluster formation mechanism: the study of the infrastructure of the territory, the demand for tourist destinations in the region. The topic of the study is relevant, given the geopolitical tension and unstable situation in the international arena, the consequence of which was the introduction of restrictions on a number of foreign tourist destinations. The combination of foreign policy and economic factors gave a positive impetus for the development of domestic tourism. The object of the study is the tourism sector, as one of the key areas for increasing the region competitiveness and sustainability. The subject of the study is the mechanism for the formation of a tourist and recreational cluster on the example of the city. Zhigulevsk, Samara region. The purpose of the study is to analyze the key positions of the mechanism for forming a tourist cluster in the region. Research objectives: • study of the essence of the tourist and recreational cluster; • identification of key positions of the mechanism of effective formation of the tourist cluster; • study of the potential of the territory of the tourist and recreational cluster of the city of Zhigulevsk, Samara Region. Methodologists and research methods. The authors applied a systematic approach to the study of the mechanism of forming a tourist cluster in the region: analyzed the engineering infrastructure, transport infrastructure, as well as cultural and historical objects on the example of the tourist cluster of the city of Zhigulevsk, Samara region. The analysis of demand for services of the tourism sector of the Samara region was carried out using an online survey of consumers of this type of services, the results of which are presented using a graphical method. Degree of scientific development of the topic. The study of the process of forming a tourist and recreational cluster in the region is widely covered in scientific literature, affecting such areas of knowledge as sociology, economics, culture, history, ecology. The authors of the article analyze, on the one hand, the desires and opportunities of consumers of tourist services, on the other hand, the possibilities of a tourist and recreational cluster to meet the needs of tourists. The key to the effective formation of a tourist and recreational cluster is a comprehensive analysis of the tourist and recreational territory.

Теоретичні підходи до визначення поняття та сутності етнографічного туризму

Today, it is acute the issue of preserving ethno-cultural heritage and the diversity of peoples, ethnic groups and tribal communities. In addition to the processes of globalization, scientific and technical development and the growth of information loads, the Covid-19 pandemic, the military invasion of the territory of Ukraine, natural and anthropogenic cataclysms had no less impact on the tourism industry and on preserving the unique peoples’ culture. As a result, among consumers of tourist services, there are increased attention to their safety during travel and interest in their own roots, culture and traditions, as well as in the cultures and identity of other peoples. This, in turn, caused for popularity growth of tours with ethnographic elements. Nevertheless, ethnographic tourism is still an understudied part of the modern tourism industry. That is why in the paper provides a monographic analysis of the essence and approaches to defining the concept of «ethnographic tourism». Also, there are revealed the peculiarities of ethnographic tourism. There have been highlighted differences of ethnographic tourism among such types of tourism as ethnocultural, ethnic, nostalgic, ethno-educational, ecological-ethnographic and anthropological. It was determined that the concept of ethnographic tourism is broader, unlike the above-mentioned concepts, and includes certain features of each of this types of tourism. The author proposed his own interpretation of ethnographic tourism concept, according to which ethnographic tourism is a type of tourism that has adjacent features with cultural-cognitive, ethnic, ethno-cultural, nostalgic, ethno-cognitive, ecological-ethnographic and anthropological types of tourism, the objects of which often overlap, and the main purpose of which is to learn about the ethno-cultural heritage of the visited area.

The Impact of Digital Marketing on the Development of Tourism in Republic of Albania

The tremendous growth of tourism in Albania in recent decades, made important the understanding of the role that digital marketing and mobile technology is playing in this field. Tourism in Albania is one of the most important economic sectors of the country, and is growing year after year. It is emphasized that digitalization is a new form of communication between producers and consumers of tourism services, becoming a source of competitive advantages for tourism organizations. The main goal of the study is to give us a clear overview of the use of the Internet, information technologies and digital marketing in Albania. For the realization of this study, we used a methodology that combines primary data with secondary ones. The research was conducted through questionnaires that were sent to Albanian travel agencies via email. The questionnaire contains 17 questions, and was sent to 150 travel agencies, of which 102 agencies responded. Regarding the study, digital marketing plays an important role in improving the image of Albanian tourism throughout the world. It has created facilities in the way of doing marketing and reducing the costs of businesses. Through digital marketing, travel agencies have managed to promote our country online, personalize services and, above all, be closer to customers. The research found that the most effective digital marketing tools used by the agencies are Instagram and Facebook.

Сталий розвиток етнографічного туризму як засіб збереження та повоєнного відновлення етнокультурної спадщини України

Based on the analysis of the main trends in the development of the tourism market in the context of global digitalization, intensified in the field of tourism and hospitality, the article substantiates structural changes in the market of tourism services in Ukraine. The subject of the research is the prospects for sustainable development of ethnographic tourism as a means of preserving and post-war recovery of the ethnocultural heritage of Ukraine. The aim of the article is to develop a conception of sustainable development of ethnographic tourism for the post-war recovery of the ethnocultural heritage of Ukraine. The achievement of the declared aim necessitated the solution of the following tasks: to study the essence of the conception of ethnographic tourism as a form of presentation of ethnocultural heritage; to define the directions of ensuring the sustainable development of ethnographic tourism; to develop a conception of sustainable development of ethnographic tourism as a means of preserving and post-war recovery of the ethnocultural heritage of Ukraine. As a methodological basis, an integrated approach to the problems under study was adopted. In the process of research, general scientific techniques and methods of logical and comparative analysis, as well as methods of generalization and processing of information using the techniques of economic and statistical analysis were used. The article proposes the formation of the conception of ethnographic tourism in the regions of Ukraine on the basis of the use of the sharing model as a factor in increasing the sustainability of the economy. The use of the sharing model to unite and promote the services of entrepreneurs in the field of tourism and ethno-tourism resources will attract a large number of consumers of tourist services to the region, interest the youth audience, and reduce the cost of forming tour packages.

ЗНАЧЕННЯ ЗАСОБІВ МАСОВОЇ ІНФОРМАЦІЇ У ЗАБЕЗПЕЧЕННІ РЕАЛІЗАЦІЇ ПРАВА НА СПРАВЕДЛИВИЙ СУД НА СТАДІЇ ПЕРЕГЛЯДУ СУДОВИХ РІШЕНЬ

The article examines the role of the mass media in ensuring the realization of the right to a fair trial at the stage of review of court decisions in cases of the protection of the rights of consumers of tourist services. The author analyzed the legislative acts that regulate the procedure for review of court decisions, and determined that the mass media can be an effective tool for influencing the work of the court and ensuring the openness and transparency of the process of review of court decisions. The author analyzed the legislation and practice of court decisions in cases of the protection of the rights of consumers of tourist services and found that information posted in the mass media can ensure transparency and objectivity in the consideration of cases and contribute to the realization of the right to a fair trial. Mass media can inform the public about court decisions and the process of their adoption. This helps ensure public openness and transparency in the work of the court, as well as ensuring access to information about cases for all interested parties, including journalists and public activists. In addition, the mass media can reflect different points of view on the subject of judicial decisions and the process of their adoption, which helps to increase the level of validity and trust in the judicial system. On the other hand, mass media can influence public opinion and public opinion about court decisions and the fairness of the process of their adoption. Incorrect or incomplete display of court decisions can lead to the spread of false information and distortion of the real state of affairs. This can influence the behavior and decisions of citizens, which, in turn, can cause a risk of violation of people’s rights and freedoms. The results of the study can be useful for improving the legislation on the protection of the rights of consumers of tourist services and the development of the media environment, which ensures the transparency and objectivity of the process of reviewing court decisions.

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Objective. The purpose of the article is to study the essence and role of empirical models of consumer persuasion in the advertising activities of tourism enterprises. Achieving the goal involves solving the following tasks: to determine the most effective channels for attracting customers, analyze the models of the hierarchy of reactions to communication with consumers, characterize empirical models of consumer persuasion and prove the feasibility of their use in the advertising activities of tourism enterprises . Methods. Analytical, comparative and historical research methods were used to solve the main tasks. Results. The article considers the essence and role of empirical models of consumer persuasion in the advertising activities of a tourism enterprise. Attention is focused on the need for efforts of a tourism enterprise to understand the psychology of consumers in order to ensure targeted impact on them by advertising means. The theoretical foundations of traditional behavioral theories that study models of persuasion from a psychological perspective are analyzed and empirical models of persuasion are proposed, namely, logical, associative and innovative, since the use of digital technologies allows an integrated approach to the use of the proposed models, which facilitates the choice of channels for distributing advertising and processing information received from consumers.. Scientific novelty. The scientific novelty of the study lies in the development of empirical models of persuasion of consumers of tourism services. The proposed models reflect the stage at which the consumer makes a decision to purchase a tourism product, which will allow to identify heterogeneous features within each of the target groups and correlate accordingly with the content and format of the information message itself and the channel of its distribution. The use of digital technologies makes it possible to use them within a single message to different categories of consumers, which facilitates the choice of distribution channels and processing of the information received. Practical significance. The proposed models can be used in the advertising activities of tourism enterprises to increase their efficiency. Key words: tourism, advertising activity, tourism enterprise, traditional models of persuasion, empirical models of persuasion.