Domestic tourism market: what determines consumer strategies? (Case of Nizhny Novgorod region)

The paper presents the analysis of the factors that determine modern consumer strategies in the domestic tourism market of Russia (the case of the Nizhny Novgorod region). A significant change in the global political and socio-economic context could stimulate the development of the domestic Russian tourism market, and lead to a transformation in the consumer behavior of the country's population in the field of tourism. The article presents the results of the study to assess the impact of the most significant factors - both contributing to the development of domestic tourism, and constraining it. The results of an empirical study show that consumers of services of this sphere are most sensitive to the ratio of the cost of tourist products and their safety, quality, and level of service. The potential willingness of the population to vacation domestically, as revealed in the study, contradicts the low degree of awareness of the available tourism products.