Маркетинг взаимоотношений как основа вовлеченности потребителей в туристский продукт
The article investigates the theoretical aspects of relationships marketing using the example of a travel company
website that implements some of the principles of this type of marketing. The relevance of this work is due to the
need to introduce new models of interaction with the user, increasing the involvement and ensuring the develop-
ment of the product in communication with the target audience. As a result of the study, it was revealed that con-
sumers who, while on the site, saw pages of the site with elements of relationships marketing, more often left bids
for making a purchase of a tourist product.