This article carried out a comparative analysis of the state of educational tourism, the place and importance of our country in the market of educational tourism, scientific research and views of foreign and domestic scientists in this regard, directions of integration at the international level, positive aspects of the development of educational tourism, statistical analysis of visits of foreign and domestic citizens for education.

Consumer behavior in banking services has changed significantly due to technological advancements, shifting societal values, and evolving customer expectations. This paper aims to comprehensively understand the theoretical and methodological foundations that underlie these changes. By conducting a literature review, this study examines critical theoretical frameworks, such as the theory of planned behavior, technology acceptance model, and customer engagement theory, which offer insights into the factors influencing consumer behavior in the banking sector. Moreover, it explores methodological approaches, including surveys, interviews, and data analytics, employed to investigate and analyze consumer behavior patterns. By synthesizing existing knowledge, this paper provides valuable insights for academia and industry, helping to shape strategies that effectively adapt to the evolving dynamics of consumer behavior in the banking services market.