Abstract

The research is aimed to identify the travel preferences in consumers' estimating the tourism product and determine the directivity of changes for the improvement. A methodology for defining consumer preferences in formation of the structure of tourism product has been proposed, providing for removal of obstacles and psychological barriers in decision-making on participation in the offered trip; determination of the most important factors in forming a tourism product and the development of managerial measures to improve the status of these factors. For ranking of consumer preferences in the structure of tourism product, use of an orthogonal matrix is proposed, in which the rows correspond to consumer responses and characterize the conditions for receiving the information, and the columns are the factors relevant to the offered tourism services. In order to reduce the subjectivity of expert estimations, has been suggested that their values are used within ranges of changes in the scale of priorities, and their extreme values - on two levels (upper and lower). The total number of estimations by the columns of the matrix describes the degree of the goal attainment.

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