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The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises thatdoi:10.26425/2309-3633-2021-9-3-39-45 fatcat:qhfxdpnmmjh7rpob25cut6smhi