Застосування інструментів соціальних мереж для розвитку туристичної індустрії

Abstract

The article is devoted to the study of social network tools and their application for the development of the tourism industry. The service sector was one of the first to actively and successfully use social networks for commercial purposes in order to increase the number of consumers of services and, accordingly, receive income from the main activity. Content creation and its expansion, brand recognition and authority; Information channels and integration with state digital services have created special conditions for the tourism and hospitality sectors for their development. The rapid development of the digital economy and information society gives impetus to the development of various spheres and branches of the national economy. The spread of various social communication networks has changed the approaches and tools of doing business. It has been confirmed that the advantages of using digital technologies for conducting business, including tourism, are: accessibility, speed, simplicity, productivity, lower cost, etc. Identified trends in the development of tourism in Ukraine due to digitalization in the tourism industry. The dynamics of the volume of digital tourist services during 2015-2020 were studied. It has been established that the most common social networks are Twitter, YouTube, Facebook, Instagram, LinkedIn and others. Each of these social networks has its own set of tools and methods of contact with consumers. It has been studied that the most popular and widespread tools of social networks are: uploading photos, video and text; commenting and labeling of publications; tracing of traces; messenger (direct message, personal messages, etc.); ppyami efipy; "Stories"; "reels". The article highlights the main advantages of social networks for the development of the tourism industry. Thanks to the use of social network tools, there is a prospect of constant and rapid growth of the audience of potential groups