ФАКТОР ТРЕВЕЛ-ЖУРНАЛІСТИКИ В РОЗВИТКУ ТУРИЗМУ

Abstract

Informatization of society provides new tools for intensifying tourism activities, forming the motives of the population to travel and promoting tourism brands. One of the tools is travel journalism, which helps to transform impressions into information. The purpose of the article is to study the impact of travel journalism on the intensification of tourism and justify the introduction of its most promising practices. The methodology of the article uses methods of classification of journalistic publications and magazines on tourism, the method of comparing advertising and “public relations”, a descriptive method to reveal the content of types of texts and genres of television travel journalism. The influence of travel journalism on the intensification of tourism has been studied. The content of publications of information and reference nature, publications with promotional properties, cognitive-oriented, problem-analytical materials is revealed. It is recognized that informative publications help to inform the general public about tourist facilities and services that were not previously known to the consumer. It is proposed to use promotional publications as a tool for implementing short-term tasks. The effectiveness of the use of cognitive-oriented texts as a tool for forming long-term incentives for tourist activity of consumers is substantiated. It is recognized that problem-oriented materials are intended for a narrow audience of professionals and contribute to the coverage of professional problems. The difference between advertising and “public relation” is investigated. It is determined that the toolkit “public relation” is used as a strategic lever to promote the tourist organization. The definition of PR-text is given, its main features are given, and the classification of PR-texts for use in tourist activity is offered. The most commonly used types of PR-texts in tourism are given. The genres of travel journalism are studied. It is determined that in travel journalism the most common forms of information presentation such as reporting, travel essay, recommendation. The peculiarities of the use of such PR-texts in tourism as by-light, background, image and review articles, case history, newsletter, press release are revealed. Characteristic features of such texts are given. Examples of user, specialized, professional and on-board publications in the Ukrainian mass media are given. It is substantiated that visual content is better perceived by consumers of tourist services. Examples of popular foreign and Ukrainian travel programs are given. The practical value of the article is to develop recommendations for the implementation of the most promising travel practices.