TOURISM AND SOCIAL NETWORKING IN CUSTOMER COMMUNICATION

Abstract

This article deals with the current use of communication media of travel agencies and hotels. It focuses on the use of social networks in the globalisation process. Social networks are increasingly used as carriers of marketing information to the customer and the general public. They have an irreplaceable position in the process of globalisation. Their main benefit is that they are not geographically limited. Another benefit is that they are maintained up-todate in real time. This allows the option to focus on selected regions and a specific group of customers, based on their cultural, social and ethnic preferences and status. For companies, social media also benefit from low cost, and the ability to measure their effect. All this is very beneficial for tourism. The use of this new marketing tool can make a significant contribution to hotels and travel agencies. Interestingly, many tourism companies know these benefits but do not use them to the extent that they could. This can have a negative impact due to the globalisation of this market. The article looks at the current situation on the tourism and hotel market in the Czech Republic, compared with the situation abroad. It monitors the current use of social networks in the communication of hotels and travel agencies and looks for connections with the use of digital media in other areas of the industry. At the same time, attention is paid to the more detailed use of digital marketing by a selected travel agency in the Czech Republic.