SOCIAL TECHNOLOGIES FOR THE TOURIST SERVICES PROMOTION

Introduction. In recent years, Ukrainian society has been under the influence of many negative external influence factors, which significantly worsen the socio-economic countryʼs life. The COVID-19 pandemic, as well as the war in Ukraine due to Russian aggression, increased the domestic tourism importance for the productive forces reproduction and the recreation for citizens provision. At the same time, due to a number of problems related to the tourist infrastructure destruction, in particular accommodation facilities, the reduction of the tourist range offers due to a decrease in demand, the need to ensure security measures, determine the feasibility of using new social technologies to strengthen the image and promote domestic tourism. Purpose. The article purpose is the research of social technologies for the tourist services promotion and the vectors for the promotion development of these services in order to popularize domestic tourism in Ukraine. Materials and methods. The materials of the study are the works of domestic and foreign authors who conduct their scientific and practical research in the social nature of technologies field and communications, as well as the tourist services promotion with the modern social technologies help. In the process of research the following scientific methods were used: theoretical generalization and meta-analysis (during the study of approaches to the concepts definition “communication”, “technology”, “social technology” and the author's definition development the concept “Social technologies for the tourist services promotion”); theoretical generalization and grouping (when identifying problems and obstacles regarding the introduction of tourist enterprises innovative technologies, as well as the social technologies elements development of aimed at the tourist services promotion, logical generalization of results (formulation of conclusions). Results. The scientific article researched approaches to defining the concepts of “communication”, “technology”, “social technology” by domestic and foreign scientists. It was determined that the tourism sector is undergoing significant changes due to advances in digitization processes, which opens up new opportunities and challenges in the way of applying social technologies. The authors concluded about significant changes in the tourist services promotion process. The work formulates problems and obstacles regarding the innovative technologies introduction by tourist enterprises. Based on the conducted constituent concepts research a concept, definition “social technologies for the tourist services promotion” is proposed that refers to the set of tools, methods and strategies used to promote tourism products through communication platforms, social networks and professional communities. The research systematizes the social technologies elements aimed at promoting tourist services. In order to popularize the domestic tourism development in Ukraine, vectors for the tourist services promotion using social technologies have been formed. Discussion. In further scientific research, it is proposed to focus attention on the elements of social technologies characteristics the aimed at the tourist services promotion, and to determine the expediency of their use depending on the enterprise size, the target audience dynamics, the influence of external factors directions and strength etc.