Potential of digital analytics in studying the phenomenon of micro-tourism

The studies of domestic tourism for a long time were based on uninformative statistics and subjective descriptions of tourist resources of the territories. Digital transformation has formed a pool of holders of reliable, and most importantly, relevant information collected and analyzed using big data management technologies. The present study gives an overview of companies providing analytical services in tourism. Based on the methods of analytical and synthetic processing of a set of open digital analytics data, there is proposed a study that allows to detailize the picture of domestic tourism, as well as to substantively discuss consumer preferences and behavior patterns in this segment. Big data analytics shows the trend of strengthening a micro-tourism segment, for which it is necessary to create their own tourism products, to form a digital image of leisure and hospitality industry in certain destinations. Micro-tourism allows to increase the number of short-term trips, stimulates the demand for variable cultural programs both in megacities and in provinces. The study of micro-tourism as a sphere of tourist consumption forms a field of new tasks in the practice of assessing and developing the attractiveness of tourist destinations.