THE ROLE OF SOCIAL NETWORKS AND BLOGS IN THE FORMATION OF SUSTAINABLE TOURIST DESTINATIONS AND THE PROMOTION OF FOOD AND WINE ATTRACTIONS IN THE CONTEXT OF ENVIRONMENTAL AWARENESS AND TOURIST ATTRACTIVENESS

Abstract

The article is dedicated to studying the influence of social networks and enogastronomic blogs on developing enogastronomic tourism as one of the promising directions of sustainable tourism in Ukraine, based on European experience. The study aims to identify the impact of social media and enogastronomic blogs on the development of enogastronomic tourism in Ukraine using the best practices of European countries.

The paper analyzes the key concepts and types of social networks and enogastronomic blogs that influence the development of enogastronomic tourism. It has been established that social networks are online platforms that enable users to create profiles, interact with others, share content (such as texts, photos, and videos), and exchange information. The study also examined the experience of European countries in using social media and enogastronomic platforms to promote enogastronomic tourism. It explores the experience of European countries in utilizing social networks and enogastronomic platforms. The role of social networks and blogs is examined as practical tools for promoting enogastronomic tourism in Ukraine, particularly in shaping destination attractiveness, promoting local gastronomic attractions, and preserving regional cultural identity. The research also includes an investigation of the impact of social media and enogastronomic blogs on the growth of enogastronomic tourism.

The role of social networks and enogastronomic blogs is defined, and based on survey data, Instagram is the most in-demand type of social network in Ukraine. As part of the research, data from Statista.com were reviewed, which revealed the top global social networks as of April 2024: Facebook, YouTube, and Instagram. According to studies conducted by GemiusAudience, a research and technology company providing digital and cross-media audience measurement and advanced marketing solutions, in Ukraine, the most widely used social platforms are YouTube, Facebook, and Instagram.

Based on a thorough analysis, the study identifies social media and enogastronomic blogs as important tools for attracting tourists and promoting enogastronomic tourism. An active presence on social media contributes to raising awareness of enogastronomic offerings, attracting new visitors, and strengthening the position of regions in the tourism market.