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Раскрыты особенности развития туристического рынка на фоне глобального экономического и финансового кризиса. Определена целесообразность ориентации хозяйственной деятельности туристических предприятий на потребительские ценности. Представлена методика оценки доминирующих компонентов потребительских характеристик туристского продукта, которые обусловливают формирование потребительской ценности. Можно выделить ряд ключевых слов: потребительская ценность туристических продуктов, потребительская ценность, Европейский индекс удовлетворенности потребителя, императивы предприятия, потребительские характеристики туристического продукта. На фоне глобального экономического и финансового кризиса растет нестабильность предпринимательской среды, что диктует жесткие требования к субъектам хозяйственной деятельности в борьбе "за выживание". В полной мере это касается и туристических предприятий. Туроператоры и турагенты активно ищут различные способы сохранения и расширения рыночной до
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