THE ROLE OF MARKETING RESEARCH IN THE TOURISM MARKET
Keywords:
tourism market, marketing research, tourism services, market segmentation, consumer needs, marketing strategy, competitive environment, tourism industry.Abstract
This article analyzes the importance of marketing research in the tourism market, its role in increasing the efficiency of tourism services, and its functions in identifying consumer needs. In addition, the article highlights the role of marketing research in market segmentation, the study of supply and demand, the assessment of competitors’ activities, and the development of modern marketing strategies in the tourism sector. The study scientifically examines the opportunities for improving the activities of tourism enterprises, enhancing service quality, and increasing tourist flows through marketing research. The results of the research demonstrate that marketing research serves as an important tool for making effective managerial decisions in the tourism market.
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