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The article examines the peculiarities of social marketing instrumentality influence of on the tourist services consumer's behavior. Social marketing is considered as an effective management instrumentality that can change consumer's behavior about the inclusively content of their own leisure, the choice of tourist product, stimulating demand through the support and expansion of relationships with consumers. Authors prove the effectiveness of the managerial role of social marketing through adoaj:ff54a09da2344a4cb3f8869099ed21af fatcat:gkf3khxcbrh3bjfnly5qsqfwoe