Representation of the Influence of Travel Vlog on the Development of Tourism (On the Example of the Authorial Channels on Youtube Video Hosting)

The purpose of the article. The purpose of the article is to study and demonstrate the influence of travel vlog on the development of tourism using the example of the authorial YouTube video hosting channels. The methodology. The research methods were content and discourse analysis of travel vlogs from YouTube video hosting, as well as analysis of their structure and target audience. The results. Ukrainian YouTube travel vlogs are an important leader of public opinion. This category of Internet bloggers has great potential for use in the promotion of Ukraine as a tourist destination, raising the level of awareness of Ukrainians with Ukraine, organizing leisure activities of Ukrainian citizens and foreign guests. Analyzing the thematic rating of the videos, especially the latest ones, we came to the conclusion that the most relevant topics for the audience of the channels today are trips to different parts of Ukraine, including those in which there were military actions and which were under occupation, as evidenced by the number of views. Some topics are still silenced in the official media and are not widely discussed, despite the fact that these topics are really relevant for society, especially for young people, since the youth audience is the main audience on the Internet platform YouTube. We can express the hope that Ukrainian travel channels will continue to develop in this direction as a high-quality example of new media and will contribute to the formation of a new Ukrainian audiovisual culture. It is also undeniable that, as part of Travel 2.0, travel blogs make life easier for consumers of travel services in many ways: they help to learn more about the destination and what it can offer the tourist; help to make decisions about certain destinations, add confidence in the choice. reduce the risks and uncertainties associated with travel planning, etc. Therefore, the blogosphere, in our case, YouTube video hosting, can be considered an effective tool for the development of tourism. Bloggers provide feedback and contribute to the development of the country as a modern and popular tourist destination, and their reviews, opinions, comments are sometimes a more reliable than information from the travel service providers themselves. The scientific 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.