(Państwowa Szkoła Wyższa im. Papieża Jana Pawła II w Białej Podlaskiej, 2019-06-28)
Król, Karol
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.