USE OF SOCIAL NETWORKS BY TOURIST ENTERPRISES AT THE CURRENT STAGE

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The article focuses on highlighting issues related to the use of the internet, specifically social media, in the activities of tourism enterprises. Due to high competition in the tourism business, it is necessary to utilize a full range of effective tools to attract clients. One of the most effective channels of interaction between tour operators and end consumers is the Internet in general and social media in particular. The tourism industry was one of the first to enter the realm of social media: tour operators have long been exploring opportunities for business promotion that social media platforms provide. Using social media to build relationships with target audiences is essential to ensure the prospects of development for tourism enterprises and to maintain or increase their economic indicators. Social media marketing (SMM) has become a crucial tool for the tourism industry, allowing businesses to capture attention and engage with potential travelers in the virtual environment. The use of SMM allows tourism enterprises to address many tasks. Tourism companies must be present on popular social media platforms such as Facebook, Instagram, TikTok, X (Twitter), LinkedIn, YouTube, and Pinterest. Each platform offers unique opportunities to showcase different aspects of the travel experience. Collaboration with influencers and travel bloggers expands the coverage and trust in the tourism enterprise on social media. Worldwide, there are over 4.5 billion people using some form of social media—approximately 57% of the world's population. By the beginning of 2024, there were 24.3 million social media users in Ukraine, equivalent to 64.9% of the country's total population. At the same time, 21.18 million Ukrainians aged 18 and older used social media, accounting for 69.3% of the adult population. In general, 82% of internet users used at least one social media platform. Social media platforms provide companies with the opportunity to establish direct contact with their target audience. Publishing interesting content and interacting with clients helps better understand the audience, receive feedback in real-time, and create more personalized offers. Social media marketing is a relatively new area of activity for tourism enterprises, which they actively explore regardless of the scale and specifics of their operations. SMM is a special tool of internet marketing that involves promoting a product, service, company, or brand through the use of social media, the connections of which are created and updated by the efforts of their visitors. Researching the potential of social media is a strategic tool for improving the tourist experience, monitoring the reputation and image of the tourism company, and analyzing current competitive strategies. As the number of social media users continues to grow rapidly, this trend will increasingly be taken into account in the tourism services market, and therefore, the importance of effective marketing activities of tourism organizations in this segment will grow. Keywords: social networks, tourist enterprise, SMM marketing.