Marketing research of the features of individual tours and the problems of their promotion in the tourism market

The article considers tourism as a branch of the economy aimed at meeting the needs of a person in rest, recreation and communication. The flexibility and mobility of this industry is dictated by the need for the survival of travel agencies in difficult competition. It reveals the need for a constant search for new types of travel products, focused on meeting the individual needs of customers. Individual tours are considered as a promising trend in the development of the tourism market. The advantages of this product are revealed. A study of various travel agencies on the subject of the representation of the “individual tour” service is conducted. The authors of the article study the opinion of consumers about this type of service. In the framework of the study, theoretical sources are analyzed, and the need for a wide range of issues related to the topic of the paper is identified. According to the results of the study, the problem of deficit in informing consumers about the prospective type of service is revealed, which negatively affects the process of promoting this type of service in the tourism market. The results of the study have allowed the authors to develop a number of proposals that will help strengthen the competitive position of travel agencies.