Social networks as a mean for promoting the tourist product in Ukraine

Abstract

The impact of social networks on the promotion of a tourism product is researched in the article. In our time, when people are trying their best to keep up with everything, it is important to use those tools that facilitate the performance of some tasks. Among such tools are the Internet and social networks. The two most popular social networks – Instagram and YouTube are described. Using IT, it is possible to significantly facilitate the work of tourism enterprises. Online booking systems and travel sites help you arrange a tour without leaving home. It is noted that the main task of enterprises in the tourism industry is the ability to make the client to wish to buy a tour. And in this case, Internet marketing, as well as social networks, are created to be one of the effective tools for promoting the tourist product. It is stated that nowadays there are many different advertising media. Among them there are: mass media, television and radio, outdoor advertising, advertising in transport, etc. It has been identified that advertising in the field of tourist services should cover the peculiarities of the region and country of potential customers, their customs and culture. However, traditional advertising media are losing their popularity every day, because society does not stand still. For a modern traveler, the following components are important: speed and quality, price and the possibility of self-realization. In such cases, leading travel firms should use more effective marketing tools. Іt can be argued that the process of promoting a tourist product in social networks is an effective, but rather complex process that requires special knowledge and skills. It is important to note that social networks have already become a full-fledged platform for conducting business, including tourism. These networks successfully combine functions that are necessary for building effective marketing: accurate target audience; availability and availability of information about potential consumers of services; possibility of communication with clients; simple form of proposal creation. It is determined that speed and ease of access to information are the main advantages of social networks. More and more tourism businesses are using the Internet to increase their profits.