The role of social networks in hotel services promotion

Abstract

The article discusses the importance of social networks for the promotion of hotel products and services, as well as hotel enterprises themselves. The relevance of the research topic has been grounded, which consists not only in the popularity of social networks among the population, but also in the availability of Internet marketing for hotel enterprises compared to other marketing tools. The purpose of the study is to assess the possibilities and prospects of using social networks to promote hotel enterprises. The reasons for the popularity of social networks have been identified and analyzed. In particular, on the basis of the use of expert assessment method and static analysis, the dynamics of Internet penetration in Russia have been estimated, the profiles of Internet users have been studied, as well as the level of popularity of various mobile devices among the population. Main activities of hotel enterprises in social networks have been highlighted. The advantages and features of using social networks for the hotel business have been determined. The possibility and necessity of using social networks, both for large hotel companies and for small hotel enterprises have been proved. Recommendations have been given to improve the use of social networks in the activities of hotel enterprises, including promotion of hotel products and services.