PRACTICAL ASPECTS FOR USAGE FOR SOCIAL NETWORKS IN THE DEVELOPMENT OF TOURISM

Аннотация

The rise of social networks and global digitalization has brought about significant transformations across various aspects of society, including tourism. The growing prominence of information platforms with traveler- generated content has shifted scientific research towards understanding the pivotal role of social networks in travel planning. Social networks increasingly influence tourist decisions regarding destinations, accommodations, and types of travel experiences. The article examines the impact of social networks, such as travel blogs and forums, on contemporary society. Keywords: travel blogs, forums, social networks marketing, business, internet. Information technologies have contributed to the formation of a new type of tourists who independently choose destinations and create a package of services that they would like to receive. In addition, they can receive information not only from travel companies, but also from other tourists, for example, they can read reviews when choosing a particular service. With the advent of the Internet, tourists do not need live intermediaries - their role is performed by socio-technical networks [1]. Thus, people can book rooms on the websites of the hotels themselves. In addition, in addition to personal connections between people, which are usually used by supporters of the network approach, the analysis also includes participants in virtual communities - tourists take into account the opinions of not only their acquaintances, but also strangers who participate in the formation of ratings and reviews of certain tourist places. Positive changes for the tourism and hotel business are also dictated by an increase in the share of the elderly population, including the working population, who have certain formed desires and intentions that they can realize, having an appropriate income. In many ways, this is facilitated by progress in the development of medical technologies, since members of society can maintain a certain quality of life and spend their leisure time for their own pleasure. Along with this, such a direction as medical tourism is actively developing, attracting the "age segment" of consumers who prefer to combine 61 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference rest with treatment and correction of their health condition. Another positive factor can be considered the population's focus on a healthy lifestyle, which contributes to the development of the organic food market and fitness club services. The same trend stimulates the development of active tourism, balanced loads during travel, etc. As one of the sub-directions in this direction, visiting "beauty farms" and various SPA-salons at famous resorts, on the territory of health resorts and simply outside the metropolises is developing, where services are offered to restore vitality, correct loads on the body, and restore natural biorhythms. In many ways, this offer is focused on the female target audience, which has recently become economically active and can independently plan and pay for their vacation. When studying the modern world, researchers highlight its visualization and imagery as the leading features. The famous specialist in the field of visual culture M. Barnard notes: “What is visual has become an important experience in people's lives. We are increasingly influenced by visual materials and dependent on them” [4]. In this guise, modern reality is included in the subject field of scientific research. Scientists emphasize the dominance of visual media over oral and written messages, emphasize the importance of visual sensations and manifestations in everyday life [3]. This feature is also highlighted by domestic researchers: “Modern man perceives the entire surrounding world through the visual channel by means of visual images. The very way of presenting information has changed: preference has shifted from narrative to figurative”. It is no coincidence that modern society is called a “community of massive imagery” [2]. Visualization and virtualization of reality have required unconventional ways of studying it. A new direction has emerged in science – visual research (in cultural anthropology, sociology, psychology), where photography becomes the leading object of study. The most prominent representative of visual sociology is the Polish sociologist P. Sztompka. The scientist shows the importance of visual representations in postmodern society and the role of photography in research. He believes that “a photographic image in the perspective of visual sociology is not only an independent object of cognition, but also a means of cognition of something greater, namely social life” [3]. Utilizing social networks effectively can significantly enhance the development of tourism. Here are practical aspects and strategies for leveraging social media in tourism development: 1. Creating a Strong Online Presence 62 ACADEMIC RESEARCH IN MODERN SCIENCE International sci