SMM IN THE TOURISM INDUSTRY AFTER LOCKDOWN: STRATEGIES AND TOOLS FOR PROMOTING B2C MARKETING

COVID-19 has caused an unprecedented crisis in the travel industry. At the same time, social media is a dynamic crisis management tool. This allows addressees to "own their story" and determine how digital audiences value an organization's performance during the crisis while providing them with a powerful platform to inform their community and position themselves as influencers through timely content. The purpose of the study is to analyze the preferred strategies and tools of social media marketing in the tourism industry in B2C marketing after the restrictions due to the coronavirus epidemic. To solve the tasks set in the work, general scientific methods were used: a) theoretical: analysis of peer-reviewed scientific and analytical sources on the problem of using SMM in tourism; b) empirical: an expert survey. Experts were asked the following main questions: name and describe the tools and practices of SMM in tourism during and after the lockdown, suggest and justify the strategies of SMM in the tourism industry during and after the lockdown. The study analyzes the essence of SMM and the consequences of restrictions due to the coronavirus pandemic. The need to use SMM in the current environment is determined. Based on the expert survey, the tools and practices of SMM in the field of tourism are identified, and its strategies during and after lockdown are shown and concretized. It is concluded that social media has become an integral part of travel marketing. It is proven that to overcome the negative consequences of the coronavirus pandemic, it is necessary to introduce new marketing strategies in SMM, involving the maximum number of social media.