Contemporary trends in international tourism development under global challenges and transformation of consumer behavior

Abstract

The article aims to identify contemporary trends in the development of international tourism under conditions of global economic, technological, and epidemiological changes. The purpose of the study is to systematize the key directions of transformation in the global tourism market and to determine the factors influencing changes in demand structure and the competitiveness of tourist destinations. The methodological framework includes content analysis of scientific publications and analytical reports of international organizations, comparative analysis of statistical data, and the results of an author’s sociological survey of tourists (n=1056). The study reveals stable trends in the growth of domestic and regional tourism, the increasing role of digital technologies in shaping tourist behavior, and the growing importance of sustainable development and environmental responsibility of destinations. A segmentation of tourists based on motivational characteristics was carried out, which made it possible to identify key consumer groups and specific features of their demand. It was established that the transformation of the tourism market is accompanied by changes in business models, increasing competition between destinations, and the need to implement innovative management solutions. The results obtained expand the scientific understanding of the mechanisms of adaptation of the tourism industry to external shocks and may be used in developing strategies for sustainable tourism development at national and regional levels, as well as in the practical activities of tourism organizations aimed at improving the competitiveness of tourist destinations.