SCIENTIFIC AND METHODOLOGICAL SUPPORT FOR METHODS OF RESEARCHING THE QUALITY OF COMMUNICATIONS IN THE TOURISM INDUSTRY, TAKING INTO ACCOUNT SOCIO-PSYCHOLOGICAL TOOLS

Abstract

The article explores scientific and methodological approaches to assessing the quality of communications in the tourism industry, taking into account socio-psychological tools. The importance of high-quality interaction in building trust, customer satisfaction and competitiveness of companies is substantiated. The impact of digital technologies, social networks and marketing strategies on the effectiveness of communications is analyzed. An algorithm for selecting assessment methods is proposed with an emphasis on a multi-method approach that allows combining qualitative and quantitative data. An analytical and information tool is developed to improve the quality of communications, which includes digital technologies, emotional analysis and real-time feedback. Prospects for further research are outlined, in particular, regarding the adaptation of the proposed approaches to different segments of tourism and the implementation of an automated system for analyzing customer interaction. The purpose of this study is to develop a scientifically grounded methodological approach for evaluating the quality of communication in the tourism industry, incorporating socio-psychological tools and digital communication frameworks. The research employs a multimethod approach, integrating quantitative and qualitative research methods. Surveys, content analysis of social media, focus groups, expert evaluations, and statistical analysis of key performance indicators (KPIs) are utilized to provide a comprehensive understanding of communication effectiveness in tourism. The study emphasizes the role of emotional intelligence, non-verbal cues, customer feedback, and real-time digital interactions in shaping consumer perceptions. The findings reveal that traditional communication models fail to address the complexities of modern consumer expectations, particularly in digital environments. The study demonstrates that incorporating real-time feedback analysis, sentiment monitoring, and digital customer engagement tools enhances communication efficiency and fosters stronger customer relationships. Moreover, the research identifies critical gaps in existing communication evaluation methodologies, highlighting the need for a more adaptive and multidimensional assessment framework.