THE POSSIBILITY OF USING ONLINE TOOLS TO INCREASE THE ATTRACTIVENESS OF A NAUTICAL TOURISM PRODUCT

The article focuses on yacht cruises treated as complex tourist products. For the purposes of the article, it was assumed that the measure of attractiveness of such products is the satisfaction of the tourist after the end of the consumption process. It is influenced by the ability to choose from among a wide range of individual products that are best suited to the needs of a given tourist. The main purpose of the article was to indicate the possibility of using online tools that facilitate the access to information on individual tourist products and support the subsequent stages of consumption of the tourist product. The article presents a typical process of consumption of a nautical tourism product, research on the activity of sailors and their purchase preferences regarding goods and services purchased in the visited ports. It also presents the possibilities of making nautical tourism products more attractive by Internet tools, for example by facilitating the finding of up-to-date information, its consolidation or increasing the safety of navigation. At the end, recommendations regarding the widespread use of online tools by entities offering goods and services purchased by sailors are presented. The article uses such research methods as: critical literature analysis, participant observation and questionnaire surveys