WEBSITES AS A TOOL FOR COMMUNICATING WITH TOURISTS – THE EXAMPLE OF YACHT MARINAS ON THE POLISH BALTIC COAST
WEBSITES AS A TOOL FOR COMMUNICATING WITH TOURISTS – THE EXAMPLE OF YACHT MARINAS ON THE POLISH BALTIC COAST

Summary/Abstract: Motives: Businesses rely on the Internet to facilitate marketing communication, attract customers,and build customer loyalty. The Internet can be used not only as an additional channel for distributinginformation about the company, but also as a means of interactive communication for commercialpurposes or promotional activities. This is of great importance for service providers, including tourismsector businesses such as marinas.Aim: The aim of this study was to examine the content of websites owned by Baltic yacht marinasin the Polish voivodeships of West Pomerania and Pomerania. Marina websites were analysed basedon their usefulness for potential tourists in 2018, 2020, and 2022, using the adopted criteria, and datafor each year were compared to examine changes over time. The applied research methods includedtheoretical and analytical observations, website analysis, and a point ranking scale. A comparativeanalysis of the obtained results was performed. This is the first study to examine the extent to whichmarinas rely on social media for marketing and advertising purposes.Results: The results of the conducted analyses provided answers to the formulated research questions.Few marinas use websites as a tool for communicating with potential customers, but their owners arebeginning to recognize the potential of the Internet in this regard.

• Details
• Contents