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The Role of Social Media in the Formation of Tourism Trends
Pakhota N. V., Tkachenko O. V.

Pakhota, Nataliia V., and Tkachenko, Oksana V. (2023) “The Role of Social Media in the Formation of Tourism Trends.” Business Inform 11:225–230.
https://doi.org/10.32983/2222-4459-2023-11-225-230

Section: Economics of Trade and Services

Article is written in Ukrainian
Downloads/views: 1

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UDC 379

Abstract:
The aim of the article is to study tourism trends and views of Ukrainians on recreation and tourism, in particular during martial law in Ukraine. Active implementation, use of innovative approaches and innovative solutions to marketing and advertising of tourism products (including during the crisis period) are the novel and creative methods used by business. In any industry, innovative solutions include creative and non-standard strategies, in the tourism industry, in particular, they are implemented to attract (involve) and retain customers even during unfavorable circumstances, in conditions of risks and crises. The main aim of these approaches is to adapt to changes in demand, focus on the needs of customer requests, increase competitiveness, and maintain stability in the business in terms of obtaining additional profits. The war has a negative impact on all areas of activity. Tourism is no exception. Ukraine has the potential for the development of various tourism sectors (cultural, ecotourism, gastronomic, medical, military tourism), each makes its own unique contribution to the country’s tourism industry and, most importantly, a significant contribution to the country’s economy. The role of individual contributions and revenues from the tourism sector to the economy of Ukraine can be assessed by a number of indicators that together form the economic impact of this industry sector. One of the key aspects is the taxation of tourism activities. Revenues from the taxation of tourism services make up a significant part of the country’s budget. The post-war reconstruction of the economy includes the tourism sector as one of the powerful levers for the State’s economy, therefore, in order to promote the development of Ukraine after its victory, it is already necessary to develop and increase investment provisions and projects, and expand tourist destinations. Current trends in the impact of information technology (IT) on tourism are constantly evolving, creating new opportunities for the tourism industry and changing the way people plan, organize, and carry out their travels. Along with new technologies, consumers of travel services are increasingly using social networks to find information, reviews, advice and recommendations from other tourists. It is worth noting that the increase in IT space stimulates the study and development of information and media literacy, understanding the impact of social networks on the perception of information, as well as the ability to interact ethically and effectively in this environment.

Keywords: information technology, social networks, online tourism, online platforms, sphere of tourism.

Fig.: 2. Tabl.: 1. Bibl.: 8.

Pakhota Nataliia V. – Candidate of Sciences (Economics), Associate Professor, Department of Management, Public Administration and Administration, State University of Infrastructure and Technologies (of. 19, 9 Kyrylivska Str., Kyiv, 04071, Ukraine)
Email: [email protected]
Tkachenko Oksana V. – Masters Student, State University of Infrastructure and Technologies (of. 19, 9 Kyrylivska Str., Kyiv, 04071, Ukraine)
Email: [email protected]

List of references in article

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“Skilky ukraintsiv podorozhuie krainoiu pid chas viiny“ [How Many Ukrainians Travel Around the Country during the War]. Derzhavne ahentstvo rozvytku turyzmu (DART). https://www.tourism.gov.ua/blog/skilki-ukrayinciv-podorozhuie-krayinoyu-pid-chas-viyni
“Turyzm - diievyi instrument dlia ekonomichnoho zrostannia hromad Ukrainy“ [Tourism Is an Effective Tool for the Economic Growth of Ukrainian Communities]. Derzhavne ahentstvo rozvytku turyzmu (DART). https://www.tourism.gov.ua/blog/turizm-diieviy-instrument-dlya-ekonomichnogo-zrostannya-gromad-ukrayini
“Turyzm - potuzhnyi instrument povoiennoho vidnovlennia ekonomiky Ukrainy“ [Tourism is a Powerful Tool for the Post-war Recovery of Ukraine's Economy]. Derzhavne ahentstvo rozvytku turyzmu (DART). https://www.tourism.gov.ua/blog/turizm-potuzhniy-instrument-povoiennogo-vidnovlennya-ekonomiki-ukrayini
Domashenko, Ye. A. “Sotsialni merezhi yak instrumenty komunikatsii pid chas nadannia turystychnykh posluh“ [Social Networks as Communication Tools during the Provision of Tourist Services]. Svitovi dosiahnennia i suchasni tendentsii rozvytku turyzmu ta hotelno-restorannoho hospodarstva. 2022. https://tourlib.net/statti_ukr/domashenko.htm
Malska, M. P., and Mandiuk, N. L. Osnovy marketynhu u turyzmi [Basics of Marketing in Tourism]. Kyiv: TsUL, 2016.
Senkiv, M. I., and Shubeliak, O. V. “Vplyv sotsialnykh merezh na industriiu turyzmu“ [Impact of Social Networks on Tourism Industry]. Molodyi vchenyi, no. 11 (2019): 817-820. DOI: https://doi.org/10.32839/2304-5809/2019-11-75-172
Sydorenko, H. Yu. “Virtualnyi turyzm: kinets tradytsiinomu turyzmu?“ [Virtual Tourism: The End of Traditional Tourism?]. Naukovi zapysky Sumskoho derzhavnoho pedahohichnoho universytetu imeni A. S. Makarenka. Seriia: Heohrafichni nauky. 2013. https://tourlib.net/statti_ukr/sydorenko3.htm

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