The article emphasizes the importance of tourism development as a growth point for many Russian regions, with special attention paid to the problems with the tourist infrastructure of these regions, which have significant potential. The authors of the work carried out a large-scale study of consumer preferences in the field of tourist services based on the developed toolkit, which includes questions about the directions and frequency of travel, the nature and amount of purchases made in them, their purpose and addressees. The article contains the results of the consumer practices study in the field of tourism, including the specifics of shopping in travel and shopping tourism by residents of the city of Saratov and the Saratov region.