Communication in Social Networks as a Factor of Impact on the Satisfaction of Consumers of Tourist Services

According to forecasts, by the end of 2020, the number of users of social networks will reach more than 3 billion people. The growing popularity of social networks is due to the acquisition by their members of certain social and emotional benefits: the possibility of interacting with other people in real time, receiving support, approval, admiration, self-education and self-development. The purpose of the article is to study the impact of communication in social networks on the satisfaction of consumers of tourism services based on the theory of social impact and the theory of positive emotions. The author defines the meaning of the concept of “social support”. Based on an analysis of the results of a number of studies, the hypothesis that social support in social networks has a significant impact on the experience of travel and the satisfaction of consumers of tourism services is confirmed. The study makes a theoretical contribution to deepening knowledge about the role of social support and positive emotions received by users on social networks on their satisfaction with travel experience. Understanding the relationship between the use of social networks and the satisfaction of consumers of tourism services is of practical value for marketing in tourism and advertising in social networks.