Specific promotion of tourist services in social networks

Abstract

The tourism industry is unique in that workers are part of its product. In today's conditions, a properly planned marketing policy and quality work in social networks undoubtedly add competitive advantages to tourism organizations, positively affecting brand recognition and customer loyalty and, as a result, increasing sales. Every owner of a company in the field of tourism - a small travel agency, a network of agencies, or a large tour operator - is interested in making his company known to as many potential customers interested in the offered services as possible. Social networks are often used as an effective and inexpensive way of promotion to attract a paying audience. The use of ICT, SMM technologies, and modern digital channels increases the effectiveness of business communications in tourism. The availability of the Internet has changed the nature of advertising goods and services, led to changes in user activity, and influenced how advertising offers are distributed. Among the modern information and communication Internet technologies that are included in the set of marketing tools that contribute to the promotion of tourist services, the most effective are search marketing, classified advertising, display advertising, sponsored links, email marketing, hidden (viral) marketing; user content; blogging and SMM marketing. To increase efficiency in the target market, tourism enterprises and companies must actively use modern instrumental marketing solutions and strategies to convey to consumers the value of the products and services they offer with the help of modern digital channels and SMM marketing tools. The main reasons why it is necessary to promote tourist services in the Internet environment and social networks are highlighted. The essence of the method of user participation in social network communities is revealed. The classification of communities in social networks has been carried out. Social media marketing is characterized by quick launch, broad reach, ease of use, and the possibility of instant interaction with customers. The use of social networks as a means of promoting a tourist product on the market is cost-effective. It provides an opportunity to reach a broad audience, promptly inform actual and potential customers about new offers, and create demand for tourist services. Keywords: social networks, tourism, tourist enterprises, services, target audience.