USING OF INSTAGRAM SOCIAL NETWORK TO PROMOTE TOURIST SERVICES

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USING OF INSTAGRAM SOCIAL NETWORK TO PROMOTE TOURIST SERVICES

Journal Title: Інноваційна економіка - Year 2017, Vol 71, Issue 9

Abstract

Purpose. Investigation of features and effectiveness of advertising of tourist services in the Instagram social network. Methodology of the research. In the process of research, general scientific and special methods were used, in particular: methods of analysis and synthesis - in substantiating the process of creating and maintaining a page of a tourist company in a social network; methods of observation and logical generalization - when considering the features of the use of social networks for the promotion of tourist services. Findings. It is established that advertising is the basis of the success of the tourist company in the market, which has acquired new forms today, according to the development of the internetization of all spheres of human life. It was determined that advertising on social networks, including the Instagram network, was a new way of promoting a tourist product on the market. It has been discovered that out-of-the-spot research theoreticians remain the modern methods of advertising travel services in the Internet and, in particular, advertising in social networks. The tendencies of development of social networks in the world and in Ukraine are analyzed, the main methods of creation and promotion of the tourist company’s page in the network of Instagram with the advertising purpose are offered. It is proved that the creation and maintenance of a tourist company’s page in the social network Instagram is a promising kind of innovative advertising with a still low level of competition. And despite the fact that the creation and ongoing maintenance of an account requires the possession of certain skills in working with the Internet network, as well as with photo equipment, and the beginning of the process of advertising requires the cost of its organization, but over time, these costs are offset by a steady increase in the number of customers that in turn leads to the successful functioning of the tourism organization in the market. Originality. An integrated approach is used in the study of trends in the development of social networks in the world and in Ukraine, and in substantiating the basic techniques and methods of creating and promoting a travel company’s instagram website. Practical value. The results of the research will contribute to the continuous growth of the number of clients and, accordingly, the successful functioning of the tourism organization in the market.

Authors and Affiliations

Viktoriia Danylenko-Kulchytska

Keywords

tourism tourism services social network advertising travel company Instagram network advertising costs.

EP ID EP324346
DOI -
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