СОЦІАЛЬНІ МЕРЕЖІ ЯК КАТАЛІЗАТОР РОЗВИТКУ ТА ДИСТРИБУЦІЇ ПОСЛУГ ЗАКЛАДІВ РЕСТОРАННОГО ГОСПОДАРСТВА

Abstract

The article is devoted to the principles of functioning and development of the restaurant industry, which is covered by an important component of the hospitality industry. Today, the trend of using social networks among society is constantly growing, while social networks perform many functions, such as communication, information, social and so on. Depending on the company's goals, social networks can be used as an image building channel, helpdesk, communication platform or as a direct sales tool. Promotion through social media is a relatively inexpensive «pleasure» that allows businesses to have direct contact with current and potential customers. The urgency of creating pages in social networks as a catalyst for the development and distribution of services of restaurants is considered. Current examples of restaurants that actively promote their services on social networks and the effectiveness of their work is growing. The international experience of popularization of restaurant services through social networks is considered. Particular attention is paid to identifying the main aspects that need to be considered when distributing restaurant services through social networks. The main components in the innovative management of the restaurant business through social networks are identified. The necessity of applying the experience of creating pages in social networks, especially during the spread of the Covid-19 pandemic, is substantiated and the peculiarities of creating, filling and maintaining a page are given. The restaurant industry is considered as one of the priority areas of tourism development, which has a significant impact on the socio-economic development of the country. Social networks play an important role in the distribution of restaurant services and communication with customers on the Internet, so social networks open a wide window of opportunity for the successful operation and development of restaurants. The process is currently underway in Ukraine involvement of restaurants in social networks and the formation of each of them own style of activity in this field.