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 a

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... bination of marketing instrumentality influence of on the tourist services consumer's behavior and the formation of a tour product demand by means of communications under developing structural and functional model of travel services consumer's behavior . Only in combination of these two subsystems of a structural and functional model is possible the problem solution of efficiently bringing the product round to the consumer. Changing the model of purchasing behavior of the consumer of tourist services confirms the presence of social logic consumption of product tour and the effectiveness of managerial influence of social marketing instrumentality.