Consumer Behavior In The Process of Purchasing Tourism Product

E-commerce has provided great opportunities for consumers and business. Customer’s preferences are given to online purchases due to better prices, convenience, variety of products offered in one place. Buying travel products through websites has many advantages: purchases are not limited with the working hours of travel agency, a wider range of products to choose, easy to find information before the purchase. Thus, in the era of e-commerce, companies need to offer a personalized and most suitable product for a customer, that must anticipate his expectations. Moreover, consumer behavior in process of purchasing a tourist product via the Internet has been studied insufficiently. The purpose of this paper is to classify online buyers, identify factors that affect the purchase of a tourist product, identify trends and changes in the tourism industry under the influence of macroeconomic factors. Thus, this paper fills the missing knowledge in the research literature, as it explored consumer behavior when buying a tourist product. Recommendations on how to improve the quality of service when buying online tours are provided. The information obtained during the analysis can be used to optimize the sites for the sale of travel services and build sales strategies for their clients, since not only current data, but also macroeconomic indicators were analyzed in dynamics. Keywords: e-commerce; purchase of a tourist product; macroeconomic factors; risks; consumer classification; sales; tourist services; website optimization.