THE INFLUENCE OF AUDIOVISUAL WORKS OF VIDEO HOSTING ON THE SPHERE OF TOURISM (ON THE EXAMPLE OF YOUTUBE)

Abstract

The aim of the article. The purpose of the article is to study and present the impact of a travel vlog on the development of tourism using YouTube video hosting channels as an example.
Research methodology. The research methodology is based on the application of a complex of general and special scientific methods. The evaluation method, content analysis, observation and system-structural approach are applied.
Results. The analysis of YouTube channels in the travel vlog genre, both of travel agencies and individual bloggers, allowed us to reach certain conclusions. The main function of YouTube is the creation and search of content that allows users to more effectively manage their leisure time, groups communities based on interests, and disseminates information that contributes to increasing the efficiency of tourism enterprises. Video content categories vary significantly depending on the types of user content. YouTube vlog content categories include visual aesthetics, video editing, humor, cooking, and travel experiences. Presenting your travel experience allows the blogger to get feedback from the audience, maybe even convince or inspire the channel's viewers to do the same. Travel blogs can be used by travel marketers as a source of information and a channel for tourism promotion. Thus, travel vlogs can have a significant impact on the success of the tourism industry.
Ukrainian tourism companies should pay more attention to such a tool as video hosting for forming a positive image and motivating YouTube users to a wider range of different trips. In connection with the increased interest in Ukraine in the conditions of the war with the Russian Federation, the widespread use of English subtitles or English versions would be appropriate. 
Novelty. Consideration of tourism through the prism of audiovisual culture.
The practical significance. The materials of this article can be used to develop programs or strategies for the further development of tourism as an integral part of Ukrainian culture.