USE OF SOCIAL NETWORKS AS AN EFFECTIVE WAY OF PROMOTING A HOTEL PRODUCT

The rapid development of social media is taking over various industries. Every year the need for their use increases, becoming an integral component of the marketing policy of enterprises. The analysis of the use of social networks was conducted as a means of promoting a hotel product. The market dictates new conditions for competition for the hotel business, so there is a need to develop and use various technologies to attract customers. The article discusses theoretical data about Internet marketing, it comprises a detailed analysis of social media marketing, its advantages and disadvantage, reflections of the effectiveness of the implementation of social media marketing in the activities of the enterprise. A deliberate choice of Internet marketing tools and their use as components of marketing policy are important tasks of theoretical and applied nature. The evidence suggests that hospitality businesses use social media marketing tools to inform guests about new business services, events, and promotions; attract a new audience to increase your customer focus; modernize and improve the image of the enterprise; increase sales and profit of the enterprise. The place and role of social media marketing are determined in hotel and restaurant business. The attitude of people to social media marketing as an indicator of the quality of life is studied, the importance of further development of the method of assessing the effectiveness of social marketing is substantiated the efficiency of their activity on the markets of Ukraine increases. The practical significance of the obtained results lies in the possibility of applying the provisions, methods, and recommendations to improve the management processes of the hotel business.