THE ROLE OF COMMUNICATIONS IN THE TOURISM SPHERE

Vasyl KYFYAK

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orсid.org/0000-0001-7632-5248

Valeriia PENIUK

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0002-7005-4173

DOI: http://doi.org/10.34025/2310-8185-2025-4.100.13

Keywords: communication, tourism, tourism sector, communication tools, digitalization.

Summary

The world is changing, and these changes are most noticeable in the field of digital technologies, which penetrate all aspects of human life, including the tourism industry. Today, digital communications have become an integral part of the functioning of the tourism sector, since they ensure the rapid exchange of information between tourists, companies and partners, contribute to the formation of a positive brand image and increase the level of service. The use of digital platforms, social networks, online booking and virtual tours not only facilitates the process of travel planning, but also creates new opportunities for business development and customer attraction. Thus, the relevance of studying the role of digital communications in the tourism sector is due to the need to adapt the industry to the conditions of digital transformation, increase the competitiveness of enterprises and form effective communicative interaction in the online environment. The purpose of the study is to determine the role and types of communications in the tourism sector and identify modern tools used in the process of communications in the tourism sector. In the process of conducting the research, general scientific theoretical methods were used: structural-functional analysis - to clarify the concept of communications and their role in the tourism sector; systematization method - for a visual presentation of theoretical and analytical material on the reflection of the main types of communication tools used in the tourism sector.

The article substantiates the role of communications in the tourism sector, it is determined that communications in tourism are the transmission, perception and interpretation of messages between subjects of tourism activity (tourists, employees of travel companies, guides, partners, representatives of the hospitality sector, etc.) in order to meet the needs of customers, organize travel and provide quality tourist services; types of communication in tourism are outlined, namely marketing communication (advertising, public relations, digital platforms, branding), operational communication (interaction between staff and customers), intercultural communication (taking into account cultural differences in communication), crisis communication (communication during emergencies, such as pandemics or natural disasters); it is determined which types and which communication tools are used in the tourism sector. The proposed communication tools can be modified, supplemented and improved depending on the scale of the enterprise's activities, the competitive situation in the market, the results of scientific, technical and technological progress, etc. Future research should focus on developing methods for using modern communication tools in the tourism sector. It is important to report on the results of technological progress in a timely manner, which facilitates the communication process itself and the management of enterprises as a whole.

Biographies of authors:

Vasyl KYFYAK,

Chernivtsi Institute of Trade and Economics of SUTE

Doctor of Economic Sciences, Professor, Deputy Director

Professor the Chair of Food Technology and Hotel and Restaurant Services

Valeriia PENIUK,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor,

Associate Professor Department of Management, Marketing and Logistics

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