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The article is devoted to researching of current conditions of the tourism industry from consumers behavior position. In this work, the consumer is considered a legitimate participant in the creation of a tourist product. The aim of the work is to identify the impact of digital technology on the transformation of the decision-making process by tourists. The tasks are to assess the state of the digital tourism infrastructure, classify the available services to identify unfilled niches; to find out the attitude of consumers to various kinds of travel applications and their place in travel planning. The empirical basis of the work has been the research data by Google, PayPal, Booking.com which allowed to analyze tourists’ behavior in the Internet and to identify the main travel trends for 2019. For achieve the research aim, authors applied an online survey of 100 consumers aged 18-35 too. As a result, the main directions of tourism transformation in the digital economy were determine and classification of applications in the category of "travel" were created.

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The article is devoted to the problem of satisfaction estimate, based on the technology of content-analysis of the consumer feedback in the digital environment. Consumers are becoming an increasingly powerful competitive force. They generate content by themselves. The feedback is an important source of information about consumers’ opinion. The consumers’ impact in the digital environment is manifest, primarily, in the consumption expectation forming. The authors propose a methodic of the satisfaction evaluation research, which is based on the systematic analysis and synthesis of individual methods and theories of consumer behavior, competitive analysis, and marketing research. Evaluation of customer satisfaction involves considering the object as a set of attributes for each of which is determined by the assessment of the embodiment, the assessment of importance, and then - the assessment of private utility. The final value of satisfaction is defined as the sum of benefits.