Improvement of the process of realization of tourist services on the basis of internet marketing

The article substantiates the organizational and economic mechanism of Internet marketing, focused on increasing sales, which is a combination of various stages associated with making a purchase decision via the Internet and an improved structure of the Internet marketing complex. It is proved that Internet marketing at tourism enterprises can be integrated with traditional marketing, therefore, various combinations of using Internet marketing tools and traditional marketing can arise, which is the greatest difficulty in managing these processes. It is established that consumer value is a central concept in Internet marketing. The more value a tourist company offers to a client, the more loyal he will be regarding the company and the services offered. This, in turn, will lead to an increase in sales volumes and profit indicators of the enterprise. It is found out that the consumer value is the result of the difference between the benefits that the client receives from the consumption of the service, and the costs associated with its acquisition and consumption. In addition to the main marketing, which concerns services, prices, communications and distribution, Internet marketing can consider two solutions: Internet technologies and payment. It is determined that the importance of allocating payment within the price is caused by the influence of this factor on the purchase on the Internet.