АНАЛІЗ ЧАСТО ВИКОРИСТОВУВАНИХ У ТУРИЗМІ СОЦІАЛЬНО-ПСИХОЛОГІЧНИХ ІНСТРУМЕНТІВ ПОСТІЙНИХ КОМУНІКАЦІЙ, ПРОБЛЕМИ В ЇХ ДОСЛІДЖЕННЯХ ТА ВПРОВАДЖЕННІ

Abstract

The article deals with the issue of constant communication between companies and consumers and tourism industry with the help of socio-psychological tools. Psychology is the main aspect in the process of communication between the company and the consumer in modern conditions. Therefore, the purpose of the article was to analyze the problems of introduction into practice and research of socio-psychological tools of constant communication of tourism enterprises with consumers. Literature review method was chosen to achieve the objective of the paper. It has been researched that most often tourism companies resort to stimulating the demand for services by creating the consumer’s need to buy a tourism service or product, i.e. creating the conditions for impulse buying. The concepts of “impulse purchase” and “traditional purchase” are distinguished and characterized. As a result of the study it is determined that a traditional purchase is a five-stage sequential and deliberate action, but tourism enterprises, forming impulse purchases among consumers, contribute to the fact that the purchase of a tourist service or product is reduced to only three main stages. The article analyzes and identifies the group of generations that is the most appropriate target group and is influenced by the activities of companies and makes impulse purchases, which is the population of Generation Z. The most common tools of socio-psychological influence in the process of communication with consumers, namely electronic word-of-mouth, social networks, chatbots, and virtual and augmented reality are analyzed and systematized. The article identifies the advantages and disadvantages of the above-mentioned tools for tourism companies in communication with regular and potential consumers. Each of the communication tools has its own advantages in the process of communication between managers of tourism companies and regular or potential consumers. However, common to all of them is the limited ability to analyze and calculate their effectiveness and efficiency in practice, which significantly limits the information content of tourism enterprises. In further research, it is important to conduct in-depth expert interviews to explore the experiences of those tourism enterprises that have already implemented such social and psychological tools in practice. It is important to analyze in more detail the opportunities and threats of their implementation in the tourism industry. The practical value of this article lies in the fact that its results can be used by Ukrainian tourism enterprises to improve interaction with regular and potential consumers.