Transformation of consumer behavior in tourism: the role of branding in shaping demand for short-term recreation

The article analyzes the transformation of consumer behavior in the tourism industry under the influence of digitalization, lifestyle changes, and situational factors of recent years. Special attention is paid to the phenomenon of short-term recreation as a sustainable model of tourist consumption. The role of branding of tourist facilities in shaping demand for this format is examined, and the necessity of adapting brand strategies to new consumer behavioral patterns is substantiated.

consumer behavior, tourist demand, short-term recreation, branding, tourist object, digitalization, behavioral patterns, domestic tourism