A B S T R A C T

The purpose of the research is to analyze the current state and development prospects of marketing research in the field of business tourism in the Republic of Azerbaijan (with a focus on the MICE segment) and to identify its role in strategic planning, enhancing the efficiency of tour operators, and improving tourism services.

The methodology of the research – quantitative and qualitative marketing research methods were applied, including the analysis of primary and secondary sources, surveys, observation, focus groups, as well as a comparative analysis of business tourism dynamics by regions and types of events (MICE) for the period 2019–2023.

The practical importance of the research – the research results serve as a basis for:

-  Developing adapted marketing strategies in business tourism;

-  Planning tourism products considering demand trends;

-  Territorial distribution of tourism events outside Baku;

-  Increasing the competitiveness of the Azerbaijani tourism market.

The results of the research:

-  Growth in the number of congresses, exhibitions, and incentive tours was identified despite an overall decline in business meetings;

-  A shift in favor of regions for hosting MICE events was recorded in 2023 (Baku-regions ratio: 46:54);

-  Problems with accurately measuring demand and tourism consumption were noted;

-  The importance of digitalization and online services for improving accessibility and marketing efficiency in tourism was emphasized.

The originality and scientific novelty of the research – the article offers a structured classification of types of marketing research adapted to the specifics of business tourism in Azerbaijan, supported by empirical analysis based on real data over five years. The author highlights the need for sustainable development and digital transformation in the tourism sector.

Keywords: business tourism, marketing research, tourism market, Azerbaijan, MICE, demand, strategic planning, regions, digitalization, sustainable development.

http://doi.org/10.59610/bbu2.2025.2.9