Authors: Tatyana S. Orlova, Dr. Sc. (Philosophy), Professor of Enterprises Economics Dept., Urals State University of Economics

Tatyana Yu. Chikurova, Assistant­Prof. of Organization Management Dept., Chaykovsky State University of Physical Culture

Abstract: The paper proposes a technique to determine the target segment using a hierarchical method based on the foreign theory of market research. This simple and comprehensible methodology will help travel firms to identify the target market segment and provide services of higher quality. The special attention is paid to pilgrimage tours as promising for the country due to the mentality of the Russian people.

Keywords: Segment, hierarchical method, market research, high-quality service, pilgrimage tours, mentality