Improving the competitiveness of tourism products by taking into account consumer experience
In the current climate of evolving approaches to the traditional form and structure of the tourism market, and within the context of a consistent shift towards an experience-based economy, the conventional methods of establishing a product's competitive advantage are being replaced by strategies centred on consumer experience. In the article, the tourism product is viewed through the prism of modern requirements and conditions and is a set of various factors that manifest themselves in the process of a tourist's interaction with a destination. The text analyzes the level of competitiveness, the elements of the formation of tourist impressions, and the evolution of impression management. The study was based on the dialectical method, which allows for the identification of contradictions between two main approaches – traditional and innovative, as well as the structural-logical method of research, which enables the transition from theoretical aspects to practical recommendations. The study revealed that the consumer experience in tourism is a multi-level structure that includes four components that require comprehensive management. This article is based on an analysis of methods for assessing consumer experience, using the regional project 'Belogorye Hospitality Standard' as an example. This allowed the authors to draw conclusions about the effect of service standardisation on tourists' impressions and loyalty throughout the customer journey. Based on the results of the study, the authors conclude that the quality and rational management of tourist impressions has reached a new level in terms of building consumer loyalty, and emphasize the importance of conducting such events.
Makrinova, E. I., Shestakova, S. A. (2026), “Improving the competitiveness of tourism products by taking into account consumer experience”, Research Result. Business and Service Technologies, 12 (3)
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