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Social networks as a mean for promoting the tourist product in Ukraine

Title: 


Social networks as a mean for promoting the tourist product in Ukraine


Authors: 


Polova, Lesya
Humeniuk, Halyna
Tkachivska, Inna
Humenyuk, Andriy


Affiliation: 


Vasyl Stefanyk Precarpathian National University str. Sevcenka, 57, Ivano-Frankivsk, Ukraine, 76000
«Dobron», Ivano-Frankivsk, 76000, director of company


Bibliographic description (International): 


Polova, L., Humeniuk, H., Tkachivska, I. & Humenyuk, A. (2022) Social networks as a mean for promoting the tourist product in Ukraine. Socio-Economic Problems and the State (electronic journal), Vol. 27, no. 2, pp. 15-24. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2022/22plvpvu.pdf


Issue: 


2(27)


Issue Date: 


Dec-2022


Submitted date: 


Oct-2022


Date of entry: 


22-Dec-2022


Publisher: 


Ternopil Ivan Puluj National Technical University


Country (code):

 

UA


Place of the edition/event:

 

Ternopil


ORCID Id: 


https://orcid.org/0000-0003-2971-5993
https://orcid.org/0000-0003-2859-8369
https://orcid.org/0000-0002-8995-2483
https://orcid.org/0000-0002-7409-4498


DOI:


UDC: 


https://doi.org/10.33108/sepd2022.nom2.015

 

339.138


JEL: 


Z32


Keywords: 


social networks
tourist product
marketing methods
Internet


Number of pages: 


10


Page range: 


15-24


Start page:

 

15


End page: 


24


Abstract: 


The impact of social networks on the promotion of a tourism product is researched in the article. In our time, when people are trying their best to keep up with everything, it is important to use those tools that facilitate the performance of some tasks. Among such tools are the Internet and social networks. The two most popular social networks – Instagram and YouTube are described. Using IT, it is possible to significantly facilitate the work of tourism enterprises. Online booking systems and travel sites help you arrange a tour without leaving home. It is noted that the main task of enterprises in the tourism industry is the ability to make the client to wish to buy a tour. And in this case, Internet marketing, as well as social networks, are created to be one of the effective tools for promoting the tourist product. It is stated that nowadays there are many different advertising media. Among them there are: mass media, television and radio, outdoor advertising, advertising in transport, etc. It has been identified that advertising in the field of tourist services should cover the peculiarities of the region and country of potential customers, their customs and culture. However, traditional advertising media are losing their popularity every day, because society does not stand still. For a modern traveler, the following components are important: speed and quality, price and the possibility of self-realization. In such cases, leading travel firms should use more effective marketing tools. Іt can be argued that the process of promoting a tourist product in social networks is an effective, but rather complex process that requires special knowledge and skills. It is important to note that social networks have already become a full-fledged platform for conducting business, including tourism. These networks successfully combine functions that are necessary for building effective marketing: accurate target audience; availability and availability of information about potential consumers of services; possibility of communication with clients; simple form of proposal creation. It is determined that speed and ease of access to information are the main advantages of social networks. More and more tourism businesses are using the Internet to increase their profits.


Sponsorship: 


The authors received no direct funding for this research.


URI: 


http://elartu.tntu.edu.ua/handle/lib/39454


ISSN: 


2223-3822


Copyright owner: 


Socio-Economic Problems and the State


URL for reference material: 


http://sepd.tntu.edu.ua/images/stories/pdf/2022/22plvpvu.pdf
http://nbuv.gov.ua/UJRN/eui_2018_1_12
https://www.e-unwto.org/doi/abs/10.18111/wtobarometerrus.2015.13.1.1?download=true&journalCode=wtobarometerrus
https://www.wto.org/
http://uk.wikipedia.org/wiki/
https://plusone.com.ua/
https://blog.hubspot.com/marketing/instagram-story-sound-preferences


References (International):

 

1. Daian A. (2010). Marketynh. Presses Universitaires de France [Marketing]. F.: 138 p. [in French].
2. Kotler F. (2008). Marketynhovyi menedzhment [Marketing management]. Textbook. K.: Khimgest Publishing House, 720 p. [in Ukrainian].
3. Malska M. P. (2018.). Adaptatsiia pidpryiemstv industrii hostynnosti do vymoh zovnishnoho seredovyshcha. Ekonomika. Upravlinnia. Innovatsii. Seriia : Ekonomichni nauky. [Adaptation of hospitality industry enterprises to the requirements of the external environment.]. K., 272 p. [in Ukrainian].
4. Sait Vsesvitnii turystychnyi barometr [The World Tourism Barometer website]. URL: https://www.unwto.org (accessed 16.08.2022).
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8. Do You Really Need Sound in Your Instagram Stories? Hubspot. URL: https://blog.hubspot.com/marketing/instagram-story-sound-preferences (accessed 1.09.2022).


Content type: 


Article


Appears in Collections:


Scientific Journal "Socio-Economic Problems and the State", Vol.27, No.2

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