<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Subject and purpose of work:</bold> The aim of the study is to assess the marketing potential of websites of rural tourism facilities’ in Poland.<bold>Materials and methods:</bold> It was assumed that the marketing potential of a website provided the basis for placing it in global popularity rankings. The study involved 1000 paid domain websites. Each website was analysed using four tools which yielded values of selected indices, including Serpstat Visibility, Alexa Global Rank and SimilarWeb Global Rank.<bold>Results:</bold> Almost half of the websites of rural tourism facilities’ obtained 0 or 1 point in the Open Page Rank index evaluation. For 764 websites from the analysed set, the Serpstat Visibility index value was not available, while in the remaining cases it was very low. The websites either reached distant positions in Alexa and SimilarWeb rankings or were not included in them at all.<bold>Conclusions:</bold> The adopted research model does not allow for absolute assessment of the actual marketing potential of websites. However, the study confirmed that it was not used.</abstract>

Subject and purpose of work: The aim of the study is to assess the marketing potential of websites of rural tourism facilities’ in Poland.Materials and methods: It was assumed that the marketing potential of a website provided the basis for placing it in global popularity rankings. The study involved 1000 paid domain websites. Each website was analysed using four tools which yielded values of selected indices, including Serpstat Visibility, Alexa Global Rank and SimilarWeb Global Rank.Results: Almost half of the websites of rural tourism facilities’ obtained 0 or 1 point in the Open Page Rank index evaluation. For 764 websites from the analysed set, the Serpstat Visibility index value was not available, while in the remaining cases it was very low. The websites either reached distant positions in Alexa and SimilarWeb rankings or were not included in them at all.Conclusions: The adopted research model does not allow for absolute assessment of the actual marketing potential of websites. However, the study confirmed that it was not used.

Marketing Potential of Websites of Rural Tourism Facilities in Poland

Economic and Regional Studies / Studia Ekonomiczne i Regionalne

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Marketing Potential of Websites of Rural Tourism Facilities in Poland"}

Subject and purpose of work: The aim of the study is to assess the marketing potential of websites of rural tourism facilities’ in Poland.Materials and...

Marketing Potential of Websites of Rural Tourism Facilities in Poland

Published Online: Jul 09, 2019

Page range: 158 - 172

Received: May 01, 2019

Accepted: Jun 01, 2019

DOI: https://doi.org/10.2478/ers-2019-0015

Keywords
Internet marketing, popularity rankings, quality indices, sales potential, Internet ecosystem

© 2019 Karol Król, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Marketing Potential of Websites of Rural Tourism Facilities in Poland

Published Online: Jul 09, 2019

Page range: 158 - 172

Received: May 01, 2019

Accepted: Jun 01, 2019

DOI: https://doi.org/10.2478/ers-2019-0015

KeywordsInternet marketing, popularity rankings, quality indices, sales potential, Internet ecosystem

© 2019 Karol Król, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Internet marketing, popularity rankings, quality indices, sales potential, Internet ecosystem