Wydawnictwo Uniwersytetu Przyrodniczego w Poznaniu

Wydział Ekonomiczno-Społeczny - Uniwersytet Przyrodniczy w Poznaniu

Biblioteka Uniwersytetu Przyrodniczego w Poznaniu

Directory of Open Acces Journals

CBR- Open Access Journals in Poland

Index Copernicus Journal Master List

Arianta

BazEkon

Ebsco

Polska Bibliografia Naukowa

Creaive Commons

Zeszyt 4 (46) 2017 , DOI: 10.17306/J.JARD.2017.00383

Karol Król

PROMOTING OF AGROTOURISM ON THE INTERNET – A LESSON FROM THE VISEGRAD GROUP COUNTRIES

Abstract:

Research results of chosen aspects of agrotourism
promotion on the Internet in Visegrad Group countries are
presented in this paper. Surveys were performed in three stages.
In the first stage, visibility of agrotouristic farms websites
in search results was examined. In the second stage, an attempt
was made to measure to what extent websites of agrotouristic
farms “reach the recipients”. And in the third stage, selected
aspects of their usage techniques were tested. The surveys
show that farms from Visegrad Group countries, which carry
out rural agrotourism and make attempts to find customers via
the Internet, lose the race on the Web with entities from the
IT field. Such entities provide big business portals that accumulate
various accommodation offers. They are the ones with
the help that makes it possible to find recreation offers in the
countryside in a simple and quick way. Some recommendations
resulting from the performed surveys is merging farms
into organised groups, associations and clusters and promoting
on the Internet. Websites that present unique content and
a greater number of offers have a greater opportunity be rank
high in search results. This, in turn, can result in the number of
displays of a website and in use of lodgings. Therefore, decisions
about a competitive advantage can be made.

Keywords: agrotourism, promotion of agrotourism, internet marketing, quality of website

PDF in in english Full text available in english in Adobe Acrobat format:
www.jard.edu.pl/vol46/issue4/art_79.pdf
http://dx.doi.org/10.17306/J.JARD.2017.00383
For citation:

MLA Król, Karol. "PROMOTING OF AGROTOURISM ON THE INTERNET – A LESSON FROM THE VISEGRAD GROUP COUNTRIES." J. Agribus. Rural Dev. 46.4 (2017): 805-813.
APA Karol Król (2017). PROMOTING OF AGROTOURISM ON THE INTERNET – A LESSON FROM THE VISEGRAD GROUP COUNTRIES. J. Agribus. Rural Dev. 46 (4), 805-813
ISO 690 KRóL, Karol. PROMOTING OF AGROTOURISM ON THE INTERNET – A LESSON FROM THE VISEGRAD GROUP COUNTRIES. J. Agribus. Rural Dev., 2017, 46.4: 805-813.
Corresponding address:
dr inż. Karol Król, Department of Spatial Economy and Landscape Architecture, University of Agriculture in Krakow, Mickiewicza Avenue 24/28, 30-059 Kraków, Poland,
Authors email:
k.krol@onet.com.pl

References

  • Abrhám, J. (2014). Clusters in tourism, agriculture and food processing within the Visegrad Group. Agric. Econ. – Czech, 60(5), 208–218.
  • Baturay, M. H., Birtane, M. (2013). Responsive Web Design: a New Type of Design for Web-based Instructional Content. Procedia–Social and Behavioral Sciences, 106. 2275–2279. doi: http://dx.doi.org/10.1016/j.sbspro.2013.12.259.
  • Buhalis, D., Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet – The state of eTourism research. Tourism Management, 29(4), 609-623. doi: 10.1016/j.tourman.2008.01.005.
  • Buday, Š., Federičová, Z., Vajcíková, R. (2009). Diversification of farm business. Agric. Econ. – Czech, 55, 77–83.
  • Epstein, R., Robertson, R. E. (2015). The search engine manipulation effect (SEME) and its possible impact on the outcomes of elections. Proceedings of the National Academy of Sciences, 112(33), E4512–E4521. doi: http://dx.doi.org/10.1073/pnas.1419828112.
  • Gałaś, S., Gałaś, A., Zeleňáková, M., Zvijáková, L., Fialová, J., Kubíčková, H. (2015). Environmental Impact Assessment in the Visegrad Group Countries. Environmental Impact Assessment Review, 55, 11–20. doi: http://dx.doi.org/10.1016/j.eiar.2015.06.006.
  • Hennyeyová, K., Depeš, P. (2010). Analysis of the exploitation of information and communication technologies in the agri-food sector companies. Agric. Econ. – Czech, 56, 403–408.
  • Jarábková, J. (2010). The rural areas – the unutilized potential in light of tourism. Agric. Econ. – Czech, 56, 532–539.
  • Jerath, K., Ma, L., Park, Y. H. (2014). Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity. Journal of Marketing Research, 51(4), 480–486. doi: http://dx.doi.org/10.1509/jmr.13.0099.
  • Killoran, J. B. (2013). How to Use Search Engine Optimization Techniques to Increase Website Visibility. IEEE Transactions on Professional Communication, 56(1), 50–66. doi: http://dx.doi.org/10.1109/TPC.2012.2237255.
  • Konečný, O. (2014). Geographical perspectives on agritourism in the Czech Republic. Moravian Geographical Reports, 22(1), 15–23. doi: https://doi.org/10.2478/mgr-2014-0002.
  • Lazer, D., Kennedy, R., King, G., Vespignani, A. (2014). The Parable of Google Flu: Traps in Big Data Analysis. Science, 343(6176). 1203–1205. doi: https://doi.org/10.1126/science.1248506.
  • Multazam, M., Purnama, B. E. (2015). Influence Of Classified Ad On Google Page Rank And Number Of Visitors. Journal of Theoretical and Applied Information Technology, 81(2), 174–181.
  • Palmer, J. W. (2002). Web Site Usability, Design, and Performance Metrics. Information Systems Research, 13(2), 151–167.
  • Pan, B. (2015). The power of search engine ranking for tourist destinations. Tourism Management, 47, 79–87. doi: http://dx.doi.org/10.1016/j.tourman.2014.08.015
  • Paraskevas, A., Katsogridakis, I., Law, R., Buhalis, D. (2011). Search Engine Marketing: Transforming Search Engines into Hotel Distribution Channels. Cornell Hospitality Quarterly, 52(2): 200–208.
  • Shih, B. Y., Chen, C. Y., Chen, Z. S. (2013). An Empirical Study of an Internet Marketing Strategy for Search Engine Optimization. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(6), 528–540. doi: http://dx.doi.org/10.1002/hfm.20348
  • Šimková, E. (2007). Strategic approaches to rural tourism and sustainable development of rural areas. Agric. Econ. – Czech, 53, 263–270.
  • Törő, C., Butler, E., Grúber, K. (2014). Visegrád: The Evolving Pattern of Coordination and Partnership After EU Enlargement. Europe–Asia Studies, 66(3), 364–393. doi: http://dx.doi.org/10.1080/09668136.2013.855392
  • Vaughan-Nichols, S. J. (2010). Will HTML 5 Restandardize the Web?. Computer, 43(4), 13–15.
  • Wang, D., Fesenmaier, D.R. (2012). The Role of Smartphones in Mediating the Touristic Experience. Journal of Travel Research, 51(4), 371–387.
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. doi: http://dx.doi.org/10.1016/j.tourman.2009.02.016
  • Xiang, Z., Wöber, K., Fesenmaier, D. R. (2008). Representation of the Online Tourism Domain in Search Engines. Journal of Travel Research, 47(2), 137–150.