APPLICATION OF THE INTERNET TECHNOLOGIES IN THE PROCESS OF IMPLEMENTATION OF COMMUNICATIVE ACTIVITY OF ENTERPRISES IN THE SPHERE OF TOURISM AND HOSPITALITY INDUSTRY

The article investigates the use of Internet technologies in the process of implementation of communicative activities of tourism enterprises and hospitality industry enterprises. It was noted that at the current stage the information and technological progress is not only one of the main factors in ensuring the effective functioning of the tourism market and hospitality industry, but also the most important condition for the process of its sustainable development. The intensification of development of the tourism and hospitality industry is characterized first and foremost by radical changes in the communication strategy of enterprises. Competition forces enterprises to spend efforts not only on the creation of fundamentally new unique goods and services, but also on the creation of unique technologies for their promotion, so priority attention should be given to informational technologies whilst forming and implementing communication policy. In course of the conducted research the analysis of theoretical provisions regarding the definition of «Internet technology» has been carried out. The practical aspects of the usage of Internet technologies by tourism enterprises and hospitality industry enterprises are highlighted. The advantages and disadvantages of using Internet technologies in the activities of tourism and hospitality industry enterprises have been determined. It is established that the main difference between Internet technologies and other mass media is a multi-vector communicative model «many to many», in which each party has the opportunity to contact with one another and provide a feedback. It is specified that due to the active development of informational technologies, in particular the Internet, a new communication tool—Internet technologies in the field of marketing—has been opened for enterprises. It is determined that the marketing policy is aimed at the development of their communicational activities. The classification of means of the marketing Internet communications by the nature of contact with the target audience has been carried out. As a conclusion, it is stated that the application of Internet technologies in the process of implementing the communication policy of tourism and hospitality industry enterprises is an important aspect of ensuring high efficiency of their activities and an effective means of selling a tourist product or service.