Роль соціальних мереж у формуванні туристичних трендів

Abstract

The aim of the article is to study tourism trends and views of Ukrainians on recreation and tourism, in particular during martial law in Ukraine. Active implementation, use of innovative approaches and innovative solutions to marketing and advertising of tourism products (including during the crisis period) are the novel and creative methods used by business. In any industry, innovative solutions include creative and non-standard strategies, in the tourism industry, in particular, they are implemented to attract (involve) and retain customers even during unfavorable circumstances, in conditions of risks and crises. The main aim of these approaches is to adapt to changes in demand, focus on the needs of customer requests, increase competitiveness, and maintain stability in the business in terms of obtaining additional profits. The war has a negative impact on all areas of activity. Tourism is no exception. Ukraine has the potential for the development of various tourism sectors (cultural, ecotourism, gastronomic, medical, military tourism), each makes its own unique contribution to the country’s tourism industry and, most importantly, a significant contribution to the country’s economy. The role of individual contributions and revenues from the tourism sector to the economy of Ukraine can be assessed by a number of indicators that together form the economic impact of this industry sector. One of the key aspects is the taxation of tourism activities. Revenues from the taxation of tourism services make up a significant part of the country’s budget. The post-war reconstruction of the economy includes the tourism sector as one of the powerful levers for the State’s economy, therefore, in order to promote the development of Ukraine after its victory, it is already necessary to develop and increase investment provisions and projects, and expand tourist destinations. Current trends in the impact of information technology (IT) on tourism are constantly evolving, creating new opportunities for the tourism industry and changing the way people plan, organize, and carry out their travels. Along with new technologies, consumers of travel services are increasingly using social networks to find information, reviews, advice and recommendations from other tourists. It is worth noting that the increase in IT space stimulates the study and development of information and media literacy, understanding the impact of social networks on the perception of information, as well as the ability to interact ethically and effectively in this environment.