Geomarketing approach to cartographic modeling of tourist demand

The article reveals essence of geomarketing research in studying the features of tourist demand. Geomarketing provides the formation of a kind of matrix of quantitative and qualitative characteristics of the territory that meet the needs of both existing and potential consumers. At the same time, a system of spatial factors of managerial decision-making is being formed, which creates the possibility of choosing the most suitable combination of qualitative characteristics from the available options, which determines a client-oriented approach when creating a tourist offer for a specific recreational area. The authors identify the main directions of geomarketing research in the field of consumer preferences of the tourist market, among which the key ones are the definition of a tourist's portrait based on a combination of quantitative and qualitative characteristics, which affects the spatial features of consumer behavior. Basic and advanced tools of geomarketing research of tourist demand are indicated. The main method aimed at identifying the geographical selectivity of tourist demand and stereotypes of recreational behavior is the method of cartographic modeling based on large-scale sociological research.