Using of information technology and SMM in the tourism sphere

Abstract

The directions and prospects of using information technology in the hospitality industry, as well as the main problems that accompany the work of a hotel business marketer, are considered in the article. One of the main ones is the emergence of new digital marketing tools that make it possible to obtain new information about customers, but these technologies are usually used only by large hotel companies. Tourism is an important sector that contributes to the development of the country's economy. To gain a larger share of this competitive sector, it is necessary to create more profitable new tourism markets and develop appropriate marketing strategies. A separate block considers the technology of tourism promotion in social networks, methods of promotion on the example of tour operators and travel agents, the effectiveness of advertising on social networks, its prospects in the future. The competition of the tourist market is growing every day and requires the development of new promotion strategies, one of which is the use of SMM in the tourism business. Travel companies that already work on social platforms not only have regular customers, but also acquire new ones. Social networks allow you to respond quickly to what is happening among the target audience. In addition, SMM is a set of practical tools for promoting and selling travel products and services, which open up new opportunities for advertising campaigns due to the fact that people spend most of their time on the Internet, in particular on social networks. The use of information technology and methodologies is one of the most pressing issues in the field of tourism. Competition for potential tourists takes place in the information space both at the national level and at the level of individual businesses. Issues of brand awareness and consumer loyalty - are solved in traditional and innovative ways, especially through Internet marketing and social networks. For example, Ukrainian companies actively use information technology and reservation systems, are full members of the global network. However, due to lack of experience and financial resources, it is often impossible to compare with foreign companies and brands in the use of Internet marketing and promotion.