Social networks as a means of promoting tourism services

The article is devoted to the study of the role of social networks in the promotion of services in the tourism industry. The current directions of the use of social media in the marketing activities of travel companies are considered, successful examples are analyzed and difficulties arising when using this tool are identified. The purpose of the study is to determine the degree of effectiveness of social networks as a channel for promoting tourist services and to develop practical recommendations for their optimal use. Methods such as analyzing data from social platforms, case studies, and conducting surveys among tourists and business representatives were used in the work. The data obtained shows that social networks significantly enhance brand awareness and help attract a new audience, but they require a thoughtful approach to content management and user interaction. The article highlights the importance of including social media in the comprehensive marketing strategy of tourism enterprises, which allows them to increase their competitiveness in the market. It is proposed to develop long-term content plans, monitor current trends and apply analytical tools to evaluate the effectiveness of advertising campaigns. Special attention is paid to reputation management and adaptation of approaches to the peculiarities of the local audience, which is especially important in the Russian context.