Modern demand trends on the tourist services market in digital economy

The article is devoted to the identification and assessment of tourist demand trends, which are formed under the influence of changes in values in modern society in a changing socioeconomic environment. Tourist demand is regarded as an object of the economy, that are in the process ofa transformation towards a change in the value motivations of travelers. The aim of the work is to identify current trends of tourism demand for the adoption of industry innovative, competitive decisions in the future. The article is based on the analysis of statistical data of the digital economy, industryspecific market research and analysis of Russian and foreign expert assessments. The impact of tools communications and social platforms on traveler buying behavior are analyzed. The actual data on the use of communications and mobile devices around the world, which are compared with the rise of international travelers are provides. The volume of the global ecommerce market in tourism is analyzed. The role of the consumer of tourist services in the formation of new economic relations in the sharing economy is determined. The author presents an exchange model in a shared consumption economy and attempts to build a new model of consumer behavior in the market of tourist services, which is formed under the influence of communication means and social platforms. The new model of consumer behavior implies a change in the perception of the tourist product and the involvement of the consumer in the global tourist product. The study has revealed that the new needs of tourists, combined with the growth of information technology, lead to the emergence of new products and new forms of exchange in the tourist market. In conclusion, the author proposes development directions for tourism enterprises, in which new tourist demand trends and changes in consumer behavior of travelers play the central role.