turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2022-1-1-166-173turan-2363Research ArticleТУРИЗМ: МИРОВОЙ ОПЫТTOURISM: WORLD EXPERIENCEГлобальный портрет современного туриста: тревел-тренды в маркетингеGlobal portrait of a modern tourist: travel trends in marketingАбдунуроваА. А.AbdunurovaА. А.

PhD, доцент

г. Алматы

PhD, associate professor

Almaty

Assem.abdunurova@gmail.comРазаковаД. И.RazakovaD. I.

к.э.н., PhD, ассоциированный профессор

г. Алматы

c.e.s., PhD, associate professor

Almaty

d.razakova@turan-edu.kzДавлетоваМ. Г.DavletovaM. T.

к.э.н., ассоциированный профессор

г. Алматы

c.e.s., associate professor

Almaty

dmaira62@mail.ruУниверситет международного бизнесаКазахстанUniversity of International BusinessKazakhstanУниверситет «Туран»КазахстанTuran UniversityKazakhstan20222803202201166173Copyright © Абдунурова А.А., Разакова Д.И., Давлетова М.Г., 20222022Абдунурова А.А., Разакова Д.И., Давлетова М.Г.Abdunurova А.А., Razakova D.I., Davletova M.T.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/2363

Исследование последних мировых тенденций в сфере путешествий и туризма, во-первых, предоставляет возможность охарактеризовать портрет потребителей и выявить типы туристов, популярные дестинации в мире, спрос на виды туризма и такие тренды, как использование туристами наиболее популярных приложений и цифровых каналов. Во-вторых, имеет практическую значимость, поскольку результаты могут быть использованы туристскими организациями Казахстана для планирования и реализации усилий по улучшению возможностей использования цифровых технологий в туризме в качестве основного коммуникационного канала. На основе проведенного анализа вторичной информации (больших данных международных онлайн туристических агентств) авторами сформированы портреты и карты пути следования глобальных цифровых туристов. Представленная информация послужит гидом для казахстанского туристского бизнеса в знании глобальных потребителей туристических услуг и усилит въездной туризм. Цель исследования – изучить тренды тревел-маркетинга в мире, на основе которого можно составить карту пути следования туриста в процессе онлайн-покупки туристского продукта. Предложенные рекомендации будут способствовать привлечению иностранных туристов, формированию клиентской лояльности и в конечном счете совершенствованию маркетинговой деятельности туристской фирмы, в том числе в условиях пандемии и карантинного режима.

The study of the latest global trends in travel and tourism, firstly, provides an opportunity to characterize the consumer profile and identify types of tourists, popular destinations in the world, demand for types of tourism, and trends such as the use of the most popular applications and digital channels by tourists, and in secondly, it has practical significance, since the results can be used by tourism organizations in Kazakhstan to plan and implement efforts to improve their ability to use digital technologies in tourism as the main communication channel. Based on the analysis of secondary information (big data of international online travel agencies), the authors formed portraits and maps of the route of global digital tourists. The presented information will serve as a guide for the Kazakhstani tourism business in the knowledge of global consumers of tourism services and will strengthen inbound tourism. The purpose of the study is to study travel marketing trends in the world, on the basis of which it is possible to make a map of the travel route of a tourist in the process of online purchase of a tourist product. The proposed recommendations will help attract foreign tourists, build customer loyalty, and, ultimately, improve the marketing activities of a travel company, including in a pandemic and quarantine regime.

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The authors declare that there are no conflicts of interest present.