Formation of customer loyalty based on the concept of relationship marketing

The article highlights the importance of researching the preferences of Russian consumers in the travel services market. The development of modern business in the context of economic and geopolitical shocks, the rapid reformatting of existing ties and the use of digital technologies determine the need to implement a new approach in relations between producers and consumers. Relationship marketing in the period of defining new value orientations for business development is considered as one of the most significant modern concepts.
This actualizes the consideration, research and consideration of consumer preferences, the need to build communications in order to ensure effective producer-consumer relations in the field of tourist services. The ongoing large-scale changes have led to a change in flows in the tourism industry and a change in consumer demands. It is important for the manufacturer not only to react in a timely manner to what is happening, but also to sensitively predict possible events in order to develop new approaches towards its target consumers, adjust both strategic and tactical development trajectories. Also, the means of information interaction between consumers and producers of tourist services are being actively introduced in modern conditions, which, in our opinion, is the key to the effective development of the tourism industry.

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