USING THE POSSIBILITIES OF SOCIAL NETWORKS IN HOSPITALITY INDUSTRY
Abstract
The article is devoted to the possibility of using social networks in the hotel industry. Social networks appeared in the online community in 2003, and since then the number of users has been increasing day by day. The hospitality industry is quite dependent on information disseminated about establishments on the Internet. Today, potential hotel guests can communicate with other customers, read their reviews, look for the best accommodation, promotions and special offers by phone only. The purpose of this article is to identify ways to use social networks for the development and promotion of hospitality industry. Research of possible influence of separate social networks on popularization of hotel services and attraction of new clients. The image of the institution, formed in social networks, especially influences the decision to purchase services from consumers of generation Z. Young users first of all look for information not on official web resources, but in the most popular social networks, such as: TikTok, Facebook, Instagram, etc. Social media allows companies to stay in touch with interested users, build long-term relationships with their customers, build their loyalty, manage the company's reputation, increase sales and solve many other business development challenges. The influence of social media and their role is gaining importance in all spheres of human activity and is the subject of research by scholars and practitioners. The article reveals the role and benefits of using, influencing and using social media in the field of hotel services. The use of social networks as a means of promoting hotels is low-cost and allows you to reach a wide target audience, quickly inform real and potential customers about new offers, to form a demand for services. In an era of rapid technological progress and very demanding travelers, it is very important to use all available platforms for hotel marketing campaigns. The article presents some strategies of the most popular social media, which can maximize the reach of customers of the accommodation. Today, hotels need to use the full range of Internet marketing: SEO and content marketing, contextual advertising, PR and social networks, affiliate programs.
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