THE ROLE OF SOCIAL NETWORKS IN TOURISM ORGANIZATIONS COMMUNICATION FROM A CUSTOMER PERSPECTIVE

The relevance. In the last few years due to the rapid development of the Internet and the use of technology tourism and other industries, new trends in marketing communication have emerged. Many travellers «consult» social networks when planning a trip to find travel directions, their advantage, advisor and other traveller reviews – they are also important and makes tourists very careful in choosing and staying in a particular place during a trip [5]. The use of social networks is growing at an astonishing rate, attracting millions of new users across platforms, and the right opinion maker assignment to a particular travel direction can enhance the desire of travellers to choose a precisely advertised direction [22]. All the new communication channels that are integral nowadays part of integrated marketing communication should be used by tourism brand agencies and the popularization of travel destinations as today’s tourists surf the internet in order to gather the needed information. If a brand cannot be reached online, it loses competitiveness in competition. A new era in marketing communication began with the advent of social networks [20]. While the tourism sector is quite receptive to technology innovation and has a number of opportunities offered by digital marketing, tourism businesses fail to take advantage of the interactive opportunities offered by digital marketing two-way communication, allowing the development or creation of new brands in the online space or to establish strong links with consumers, encourage them to be loyal) [13]. The main problem. How social networks apply to tourism organizations in communication with customers, and what opportunities to improve communication to increase social the value of communication with customers created by networks. The research aim – evaluating the importance of social networks in the communication of tourism organizations to customers to identify directions and ways to improve the application of social networks. Research tasks: to analyze the significance of social networks in the communication of tourism organizations with clients and their created value; to analyze the application of social networks in the communication of tourism organizations with clients trends and opportunities. The object of research. Application of social networking in the communication of tourism organizations with their clients. The used methodology is justified – analysis and synthesis of scientific literature. Results. The use of social networks in the communication of tourism organizations helps to reach the desired segments and provide personalized offers to customers with the right opinions the use of makers in tourism marketing can bring a higher return on investment than traditional advertising. The growing importance of customer service in services in particular in the tourism sector is due to the fact that organizations are increasingly choosing social networks and their gadgets to form communication channels with customers.


The importance of social networks in the communication of tourism organizations with clients
For the past few years, due to the high-speed internet development and use oftechnology in tourism and other industries, new marketing has emerged communicationtrends. All the new communication channels that are integral nowadays part ofintegrated marketing communication should be used by tourism brand agencies andthe popularization of travel destinations as today's tourists surf the internetin order to gather the needed information. If a brand cannot be reached online, itloses competitiveness in competition. A new era in marketing communicationbegan with the advent of social networks [20].
Travel marketers have acknowledged thehuge number of posts the potential for empowerment and personalization oftravel social network opinion formers. Marketing professionals can takeadvantage of opinion leaders and their opportunities to reach out to large /target audiences with compelling content, building a mutually beneficialrelationship because they usually collaborate with various brands. When doneproperly, such opinion formers 'marketing strategies can bring a much higherreturn on investment than a brand use of sign content or direct advertising [2].

Філософія
While the tourism sector is sufficiently receptive to technological innovationand has a number of opportunities offered by digital marketing, tourismbusinesses are failing to take advantage of the interactive opportunitiesoffered by digital marketing is a two-way communication that allows you to developor create new brands online space or to establish strong relationships withconsumers, to encourage them to be loyal [12]. Gretzel (2018) conducted a studyinvestigating the influence of influencers on travel and tourism marketing. Theabove-mentioned author, after reviewing the literature, states that such socialnetworks platforms like Facebook have developed their own display informationalgorithm so that marketing it would become increasingly difficult forprofessionals to appear organically on consumer social networking platforms.Also, users feel bombarded with information, leading to an increasinglyfrequent choice to install adblocking software. This encourages the need forinformation filters and the traditional two the emergence of stages in the flowof information, with influencers preprocessing information and disseminatingmessages to a wider, loyal audience.
Opinions of Keller & Fay (2016) digital influencers describes as everyday users who are searched significantlymore often than average, they share information, ideas, and recommendationswith other people. They do it voluntarily expressing their views on productsand services for which they have a passion and are approached for theirknowledge, advice and insights. These opinion leaders are trusted individualswho offer advice and influence the opinion of others.

Application of social networks in communication of tourism organizations with clients
Hearn and Schoenhoff (2016) describe social network opinion formers as influencers working to create a form of celebrity capital by educating as much as possible more attention through social networks and the creation of an authentic 'personal brand' that can later be used by businesses and marketers as a tool to reach potential consumers.
Practice to date has shown that tourist travel destinations are managed through the public sector, private companies or under a public-private partnership model. Modern business and daily life are unimaginable without the use of social networks and electronic marketing. Among information sector products, social networks and everyday business and private communications is an uninterrupted connection.
Tourism as a service activity, in particular, depends on social networks. Potential buyers of tourism products can order with just one click, pay for the service, view photos and read comments about the desired location [6]. For a successful business in tourism, communication with customers is essential, whether or not it would be direct between people, workers and tourists, or online. The internet is just another means of communication like newspapers or television. The ability to communicate online is one basic skill needed for tourism.
Communicating online for everyone is so easy for people to communicate daily with friends, acquaintances, professional colleagues or strangers. Undoubtedly, the internet has changed the way we live, work or study. Due to the availability of Internet speed, we can advertise faster and easier services offered by economic agents in the field of tourism. In Romania, the main reasons for using the Internet are information on tourism, agritourism, news, books, entertainment, social networks, job search, etc. [5].

Choice ofsocial networks
The influence ofinformation technology is considered to be one of the phenomena that haverapidly changed the various information in all areas of life. Nowadays, thewebsites of all companies are being created about their activities allowed usto talk about efficiency and effective communication. It also led to changes inmarketing strategy processes, especially in the tourism industry. Internet andvarious forms of online communication, the role of social networks and theinfluences generally mentioned are not required. In the tourism industry, socialnetworks make a big impact because tourists from different countries can communicate freely and share experiences about various travel directions [15].
One of the most influential technologies intourism and its development is the Internet. The internet has affected changesin customer behaviour (tourists). Studies by various authors emphasize that thanksto technological developments and the internet phenomenon, tourists who previouslysearched for tourist destinations on the Internet have released more touristdestinations than those who received information from other sources. Onlinecommunication tools influence the delivery of rapid information, in particular hospitalitycompanies, reservation services, cost savings and faster potential customerreach [15].
In social network marketing, the most important thing is to buildrelationships with potential customers recurring purchases and expand andloyal ISSN 2708-0404 (Online), ISSN 2708-0390 (Print). Humanities Studies. 2021. Випуск 9 (86) The role of social networks in tourism organizations communication from a customer perspective brand loyalty. Social media is an innovative tool that organizations useto build very strong public relations with customers in virtual networks [8].
Social network marketing is a more powerful tool than the classic one. Mutualcommunication between customers and consumers helps to create longterm cooperationand communication. Influenzabased marketing based on individual reputation popularityand experience is a very effective way to promote tourist destinations to theworld audience, so social networking platforms are now designed to share greatpersonalities experience. Also, thanks to social networking platforms and theirvery easy access, anyone can become not necessarily a celebrity, but at leastan opinion maker [17].
Users often use socialnetworks to find travel destinations and related services and share individualexperiences about them with others in a completely authentic and trustworthyway. That's why it can be argued that social networks actually dominate thetourism industry as consumers the content generated is usually more importantthan any official information. Feedback is a very powerful weapon, bad ratingscan severely damage small businesses) [17].
Theresults showed (Guerreiro et al., 2019) that the majority of respondents (68.9 %) use social networks to share their travel experiences, most of whichfollow opinions and use Instagram to share content, and are influenced byopinion leaders shared and createdcontent. Gretzel, U., & Yoo, K.H. (2008) presents the results of a studyin which travellers assess the impact of inflationary opinions (figure 1).
Although the significant impact of opinion formers on consumers in this study, respondents who admitted to being interested in the content created by opinion formers most often evaluate their content, visit the sites they offer, and share their experiences, most often via Instagram. Social networking content plays an important role as a travel information source. Travellers realize that their content is more relevant, up -to -date and reliable than the information available through other channels [2; 3].

Formation of social network content for communication with clients
Traditionally the marketing of tourism products and services has been limited to conventionaladvertising such as television, radio, newspapers, magazines, billboards, brochures, catalogues and flyers [10]. They want them to be effective in making animpact on consumer behaviour, these measures remain costly and often common to manytourism organizations not available. With the advent of social networking andwebsites and mobile technology progress, a new sector of advertising platformshas emerged in the field of tourism [14].
Social networking sites are asuitable platform for advertising for tourism organizations and for tourists. Social networking sites are ideal for organizations with low marketing budgets [15].
The internet has changed the tourism travel business both as a source of informationand as a sales channel. Visitor reviews, photos, videos, stories and recommendationsfor online marketing gives potential visitors, no matter where in the world theyare [12].
Increased use of technology andchanges coupled with declining marketing budgets, forcing tourism organizationsto update their communication strategies. More and more travel agencies intheir traditional communication strategy based on radio, television, printed media, etc. changes towards the internet and social media. Communication strategiesare designed to successfully communicate communication directions.
This canhelp increase awareness of the place of travel, to achieve global publicity, tostrengthen the images of travel destinations as a favourite tourist destination, target a specific market, ensure an understanding of travel location, change travellers' behaviour and perceptions, support the brand, increase the number ofvisits on social media channels, websites and digital communication, effectively collaborate with stakeholders and demonstrate the success of aparticular travel destination [12].
The tourism sector has not only done onlinemarketing but has also started to move it to various gadgets. The mostimportant innovation that has been formed is information technology tourism inthe sector there is an opportunity for direct communication between sellers andcustomers, through channels that are focus on information and data. Theimportance of customer service to the service sector is helping to grow for thenew economy [17].
Garrido-Moreno, García-Morales, Lockett and King (2018) argue that social media has changed firms'relationships with their markets. More and more hotels around the world usethese tools by integrating them into their customer relationships managementstrategies with clients during active conversations. Social Networking AndReview Sites Like and TripAdvisor, use has become widespread, and hotels areinvesting large sums of money in customers inclusion through social media.However, there is some scepticism about how these technologies can help createvalue. Following the investigation, the said authors were able to confirm thatthe use of social networking can help build valuable competencies based oncustomer information.
Only when the information captured by these tools isintegrated into the entire organization and used in order to understandcustomer needs and personalize the service accordingly, this will have apositive impact on value creation. Due to the increasing competitiveness in thefield of tourism, marketing communications the role becomes the primary meansof telling others that 'we are here, whether or not that is -the provisionof tourism services, accommodation or the organization of sports or culturalevents, such as like the Olympics, music festivals.
The special characteristicsof a tourism product have an impact on the effectiveness and use of traditionalmarketing communication tools: advertising, exhibitions and etc., and inpresenting the directions of mass tourism travel, prefer to use new modern marketingcommunication trends and tools. Social network marketing seems to be the best way for mass tourism and travel destinations to interact with potentialvisitors [19].
Experts agree that work is done to retaincustomers and ensure a positive experience for them communicating with businesswill become one of the key factors in the future success of online marketing. Promotingloyalty is not just about offering special discounts or new promotions (membercard, special conditions) but it is a positive customer experience.
Customization is one of the most important components of customer satisfactionin the tourism industry. The customer especially appreciates when the company personalizestravel services at a time when all stages of the journey can be created independently.Suggestions, recommendations and advice should be modelled on the specific needs ofeach consumer segment [21].
Conclusions Firstly, theuse of social networks in the communication of tourism organizations helps to reachthe desired segments and provide personalized offers to customers with theright opinions the use of makers in tourism marketing can bring a higher returnon investment than traditional advertising. Also, these days tourists mostlyuse social networks to find what they need information or feedback on thedesired tourist destination or direction, which shows how important and socialnetworks for communication of tourism organizations with customers aresignificant.
Therefore, the use of social networks in the communication oftourism organizations with customers are superior to other marketing methods The role of social networks in tourism organizations communication from a customer perspective intheir accessibility and speed -just a few clicks allow customers to purchasetrips, see various images of the direction of travel of interest or othertourist reviews that have a huge impact on the direction of travel. Also, social networks can help encourage and encourage potential customers to purchasetravel agency services customer loyalty by providing special personalizedpromotions or loyalty programs. Social networks encourage tourists to travelbecause most tourists learn about visited tourist destinations or traveldirections on various social networking platforms.
Tourism asorganizations build relationships with potential customers, social media helpsthem build strong connections and loyalty, encourage organizations to remainattractive, increase their visibility online, improve communication withcustomers. Also, content created by travellers on social networks is morerelevant, up-to-date and more reliable than the information available through otherchannels, therefore social networks are often chosen as a means of informationwhen planning a trip. Finally, thegrowing importance of customer service in services in particular in the tourismsector is due to the fact that organizations are increasingly choosing socialnetworks and their gadgets to form communication channels with customers. Inorder to retain customers and ensure their positive experience on socialnetworks is excellent communication in a tourism organization is a tool that isusually a less investment intensive option than other miscellaneous marketingtools ways.