Effectiveness of promotion using web-based agritourism portals in the light of their users’ feedback. Web portal model f

摘要

In recent years, agritourism has become one of the most popular forms of tourism. It is not easy to promote it, somost rural tourism farms are not able to promote their services on their own. This requires special qualifications andfinancial resources. The solution to this situation seems to be the use of the Internet, thanks to which the owners ofagricultural tourism farms have the opportunity to use specialized agritourism portals, where they can publishinformation about their own services for a small fee.The author of the study decided to look more closely at this form of promotion of agritourism services. The subject ofhis research was the effectiveness of promotion using Internet agritourism portals in the light of the opinion of theirusers. The survey covered Internet portals promoting agritourism in the ?ód? Voivodeship. Particular emphasis wasplaced on researching the portals belonging to public organisations dealing with agritourism, including theAgricultural Advisory Centres, agritourism associations, the Regional Tourist Organisation of the ?ód? Voivodeship,Local Tourist Organisations, municipalities, poviats, Local Action Groups and other institutions. In order to obtain afuller picture of the study, these portals were analysed from 3 perspectives: the analysis of the content conducted bythe author of the study, opinions of owners of agritourism farms as well as opinions of private persons interested inusing the offer of agritourism farms and obtaining information on them using Internet agritourism portals.The study showed that on the Internet there are many non-integrated portals containing offers of agritourism farmsfrom the ?ód? voivodeship. The portals vary in functionality and offers presented. There is no single comprehensiveportal dedicated to the region of ?ód?. This causes confusion among Internet users and makes it difficult to accessimportant information. In addition, the author noted a number of shortcomings regarding the promotion of serviceson existing agritourism portals. At the same time, it should be emphasized that in the author’s opinion, Internetagritourism portals have much greater potential for promoting agritourism in the Lód? region than is currently used.In connection with the above, the report presents a number of recommendations which, in the author's opinion, couldsignificantly improve the quality of these portals and help in developing a new comprehensive agritourism portal forthe region, which in turn will result in attracting new tourists and at the same time promoting the entire ?ód?Voivodeship.