Travel blogs and user-generated content as marketing innovations for differentiating the tourist flow
Keywords:
user-generated content, UGC, travel blogs, tourism marketing, marketing innovationsAbstract
The article is devoted to the study of the role of travel blogs and user-generated content in the promotion of tourist destinations. The article shows that today it is electronic means of communication that are the dominant channel for transmitting marketing tourist information. The concept of user-generated content and its characteristics is considered in detail, based on the work of Russian and foreign authors. The study conducted by the authors was based on content analysis and analysis of technical metrics of popular travel blogs, and a survey of potential consumers of the travel product was also conducted. The identified indicators were analyzed and interpreted, as well as compared with similar metrics in the works of other scientists. The key patterns identified are the popularity and importance of travel blogs as a source of travel information for people in the younger and middle categories, as well as greater trust in personal blogs in relation to corporate ones. Content analysis revealed the dominance of the most significant and standard tourist symbols in current blogs. The paper substantiates, based on the technological and substantive features of user content, its use to promote poorly visited locations, and suggests forms of organizing such activities.
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