Assessing the Role of Social Media in the Polarization of Youth Tourism in the Kursk Regions

The relevance of the study is determined by the need to assess the effectiveness of using social media in disseminating information about new objects in the field of youth tourism in the regional market in order to adjust measures for its popularization. The purpose of this study is to analyze the presence of organizations involved in the development of tourism, including youth tourism, in social media represented on the tourism market of Kursk and the degree of their involvement in informing the youth of the region about tourist sites available to them, as well as developing recommendations for increasing the efficiency of communicating information about new products to consumers.Objectives: determining the level of use of social media by organizations and institutions responsible for the development and promotion of tourism to communicate information about tourism services to young people; assessment of trends in the use of social media among young people; searching for directions for effective promotion of information through social media in modern conditions of technology development.Methodology. As part of the study, the authors used methods of content analysis of information from open sources, comparative and economic analysis. The results of the study are presented using systematization methods and the tabular method. Recommendations are formulated using the logical method.Results. It has been established that information about services and youth tourism facilities is not communicated effectively to consumers. A gap has been identified between the speed of emergence of new services, locations, offers and informing young people as the end consumer. The directions for expanding the possibilities of using the potential of modern means of social media for the effectiveness of informing young people are substantiated.Conclusions. An analysis of the effectiveness of the use of social media by organizations involved in the development and promotion of youth tourism, carried out as part of this study, confirmed the authors’ hypothesis about the existence of a gap between the emergence of new services, locations, competitions and informing the end consumer about this.