IMPACT OF ELECTRONIC MARKETING ON TOURISM BEFORE AND AFTER THE PANDEMIC

Abstract

Electronic word of mouth (e-WoM) is a critical resource in modern marketing. Comparing with traditional word of mouth, the most convenient, fast and inexpensive tools for analysis, promotion and targeting are created here. The base of e-WoM is social networks, which were initially positioned as a platform for communication and entertainment. The modern Internet user spends more time on social networks. Likewise, e-WoM accompanies tourists at all stages of the journey, before, during, after. This paper examined the concept of e-WoM, its role in the world and modern tourism. We also analyzed the relevance of social networks among other Internet resources. In the second part, the case of the SARS outbreak and the mitigation of the negative effect in the epicenter with the help of social networks were discussed in detail. Also in thel ast part of the work, the most effective way of electronic word of mouth was proposed for tourist enterprises during and after the epidemic.