THE ROLE OF SOCIAL NETWORKS IN TOURISM ORGANIZATIONS COMMUNICATION FROM A CUSTOMER PERSPECTIVE

Berenyte Kamile

doi:10.26661/hst-2021-9-86-16

Abstract

The relevance. In the last few years due to the rapid development of the Internet and the use of technology tourism and other industries, new trends in marketing communication have emerged. Many travellers "consult" social networks when planning a trip to find travel directions, their advantage, advisor and other traveller reviews - they are also important and makes tourists very careful in choosing and staying in a particular place during a trip [5]. The use of social networks is growing at an astonishing rate, attracting millions of new users across platforms, and the right opinion maker assignment to a particular travel direction can enhance the desire of travellers to choose a precisely advertised direction [22]. All the new communication channels that are integral nowadays part of integrated marketing communication should be used by tourism brand agencies and the popularization of travel destinations as today’s tourists surf the internet in order to gather the needed information. If a brand cannot be reached online, it loses competitiveness in competition. A new era in marketing communication began with the advent of social networks [20]. While the tourism sector is quite receptive to technology innovation and has a number of opportunities offered by digital marketing, tourism businesses fail to take advantage of the interactive opportunities offered by digital marketing two-way communication, allowing the development or creation of new brands in the online space or to establish strong links with consumers, encourage them to be loyal) [13]. The main problem. How social networks apply to tourism organizations in communication with customers, and what opportunities to improve communication to increase social the value of communication with customers created by networks. The research aim - evaluating the importance of social networks in the communication of tourism organizations to customers to identify directions and ways to improve the application of social networks. Research tasks: to analyze the significance of social networks in the communication of tourism organizations with clients and their created value; to analyze the application of social networks in the communication of tourism organizations with clients trends and opportunities. The object of research. Application of social networking in the communication of tourism organizations with their clients. The used methodology is justified - analysis and synthesis of scientific literature. Results. The use of social networks in the communication of tourism organizations helps to reach the desired segments and provide personalized offers to customers with the right opinions the use of makers in tourism marketing can bring a higher return on investment than traditional advertising. The growing importance of customer service in services in particular in the tourism sector is due to the fact that organizations are increasingly choosing social networks and their gadgets to form communication channels with customers.

Highlights

For the past few years, due to the high-speed internet development and use oftechnology in tourism and other industries, new marketing has emerged communicationtrends
All the new communication channels that are integral nowadays part ofintegrated marketing communication should be used by tourism brand agencies andthe popularization of travel destinations as today’s tourists surf the internetin order to gather the needed information
While the tourism sector is sufficiently receptive to technological innovationand has a number of opportunities offered by digital marketing, tourismbusinesses are failing to take advantage of the interactive opportunitiesoffered by digital marketing is a two-way communication that allows you to developor create new brands online space or to establish strong relationships withconsumers, to encourage them to be loyal [12]

Summary

Formation of social network content for communication with clients

The marketing of tourism products and services has been limited to conventionaladvertising such as television, radio, newspapers, magazines, billboards, brochures, catalogues and flyers [10] They want them to be effective in making animpact on consumer behaviour, these measures remain costly and often common to manytourism organizations not available. Communication strategiesare designed to successfully communicate communication directions This canhelp increase awareness of the place of travel, to achieve global publicity, tostrengthen the images of travel destinations as a favourite tourist destination, target a specific market, ensure an understanding of travel location, change travellers’ behaviour and perceptions, support the brand, increase the number ofvisits on social media channels, websites and digital communication, effectively collaborate with stakeholders and demonstrate the success of aparticular travel destination [12]. The customer especially appreciates when the company personalizestravel services at a time when all stages of the journey can be created independently.Suggestions, recommendations and advice should be modelled on the specific needs ofeach consumer segment [21]

Conclusions

Findings

РОЛЬ СОЦИАЛЬНЫХ СЕТЕЙ В ОБЩЕНИИ ТУРИСТИЧЕСКИХ ОРГАНИЗАЦИЙ С ПЕРСПЕКТИВЫ КЛИЕНТОВ