Consumer practices of the Russians in tourism

Relevance. The consumer practices of the Russians in the field of tourism require special attention from researchers. The predictors of consumer choice in travel products are not always obvious, which makes it important to study this topic. Aim. To investigate consumer practices in tourism by creating a consumer practices index and identifying factors that influence consumer behavior. Methods. Index method to identify factors that affect consumer behavior and tourist attraction in different regions. We also analyze data on Russian tourist flow based on Rosstat data for 2022–2023 to draw conclusions about the attractiveness of different federal districts. Result. Our research reveals that the Central, Northwestern, and Southern federal districts have the highest assessments of tourist attraction, with scores of 3.5, 2.0, and 1.7 respectively. This indicates that these regions are more attractive to tourists and may require more attention from the government and tourism industry. The key factors influencing consumer behavior in the tourism industry are environmental sustainability and economic stability. These factors shape not only demand for travel products but also customer preferences in choosing destinations. Sustainability of the ecosystem, availability of clean natural resources, and absence of pollution have become the most important criteria for modern tourists, emphasizing increased awareness and responsibility among consumers. Conclusions. Tour operators must be able to adapt to these changing consumer practices by offering original and sustainable products. This will be crucial for attracting and retaining tourists, contributing to stable growth and the attractiveness of the tourism industry, which in its turn contributes to economic development and preservation of cultural and natural heritage.