The role of Telegram channels and VK clips of the hotel company in forming the generation Z tourists' first impression

This research paper examines the most important aspect of modern marketing of the hotel business: the influence of content published in Telegram channels and videos in VK on the first impressions of tourists of generation Z. The relevance of the topic is due to the dominance of short video and messenger content in the consumption of information by a youth audience. The aim of the study is to identify the most effective content formats and features on these social platforms to create a positive first impression of the hotel. As part of the study, the characteristics of the perception of information by representatives of generation Z were analyzed and a content analysis of real examples of communication in hotels was carried out. In VK videos, the key factors in building trust were a high degree of authenticity, visual aesthetics and interactivity. Telegram channels, in turn, serve as a tool for providing personalized information and forming long-term loyalty. The results of the study show that ignoring these platforms leads to the loss of potential customers in this segment. Based on the analysis, practical recommendations were developed for hotels to create engaging content aimed at attracting young travelers and creating a positive first impression. This research contributes to the understanding of digital marketing strategies targeting Generation Z.