WIRTUALIZACJA ZACHOWAŃ KONSUMENTÓW NA RYNKU TURYSTYCZNYM JAKO ŹRÓDŁO WIEDZY W PODEJMOWANIU DECYZJI MARKETINGOWYCH
VIRTUALIZATION OF CONSUMER BEHAVIOR ON TOURISM MARKET AS THE SOURCE OF KNOWLEDGE IN MAKING MARKETING DECISIONS

Summary/Abstract: The primary purpose of the article is to identify virtualization manifestations of consumer behaviors in tourism consumption process, as well as the characteristics of information sources related to the activities of tourist services consumers such as: social network and website activity. The study discusses how the information obtained from the above- -mentioned sources can be transposed into useful knowledge facilitating relevant marketing decisions made by the service providers in tourism. The theoretical implication of the article is to present virtual diversity of consumer behavior on tourism market and to emphasize the significance of tourism consumption virtualization, whereas the practical implication is to highlight the importance of both the Internet and ICT as the sources of information in making purchasing and business decisions, as well as the need for ICT application in customer service on tourism market, which results from the changing attitudes and behaviors presented by tourists.

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