Author: Солаева, Шахноза Баходир kизи

Annotation: The analysis of the marketing environment in the tourism business is aimed at studying the internal and external factors influencing the development of this industry. The article analyzes the components of the marketing environment of the tourism industry: economic, political and legal, socio-cultural, technological and environmental factors. The situation in the tourism services market, consumer behavior, and factors influencing demand formation are also studied. The article considers the advantages and disadvantages of the business environment in the tourism sector using such marketing tools as SWOT analysis and PEST analysis, and provides recommendations for developing effective marketing strategies. The best practices in promoting tourism services, increasing competitiveness and introducing innovative approaches will be analyzed. As a result, the article provides practical recommendations to tourism business entities on effective work in the marketing environment.

Keywords: tourism marketing, business environment, marketing analysis, PEST analysis, SWOT analysis, competitiveness, consumer behavior, innovative marketing, tourism industry, advertising strategies.

Pages in journal: 171 - 176