Development of Communication Program for Children's Tourist Camp Zaterjannyi Mir"

The paper presents qualitative research results of "Lost World" children's tourist camp’s consumers. The research was conducted by means of two levels of interviews: expert and interviews with consumers. In the course of expert interviews the segments, which found confirmation in the tourist club client base were identified and described. Further, interviews with consumers who fit the expert description were held (the choice was made by managers working with the children's tourist camp and parents for more than 5 years). Total of twenty five interviews were conducted for five representatives of one segment. The results of the study showed the difference in consumers' perception of the service and helped to make a customer journey map with touch points at each stage. With reference to the map, a program of communications was made and recommendations for its implementation were given.