THE IMPLICATIONS OF MARKETING RESEARCH FOR TOURISM DURING THE COVID-19 PANDEMIC

Abstract

The purpose of the article is, taking into account the importance of marketing research in the field of tourism, to propose an adequate marketing strategy for a tourism enterprise in the context of the Covid-19 pandemic. Methodology – the application of methods of analysis, synthesis, comparison, generalization, forecasting, as well as the use of systemic, activity-based, histori- cal approaches. The scientific novelty is in the proposals for solving problems in the field of tourism, in particular, in conducting marketing research at travel companies in the conditions of Covid-19. Conclusions. As a result of the study, it was found that tourism organizations require market monitoring in the context of Covid-19, constant and consistent marketing research in connection with the reformatting of the market with new challenges of the time. Keywords: marketing research, pandemic, Covid-19, tourism product, tourism