网站是与游客交流的工具——波兰波罗的海沿岸的游艇码头就是一个例子

Ewa Hącia, Aleksandra Łapko
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引用次数: 0

摘要

动机:企业依靠互联网来促进营销传播,吸引客户,建立客户忠诚度。互联网不仅可以作为发布公司信息的额外渠道,还可以作为商业目的或促销活动的互动交流手段。这对服务提供商非常重要,包括码头等旅游部门的业务。目的:本研究的目的是检查波兰西波美拉尼亚省和波美拉尼亚省的波罗的海游艇码头拥有的网站内容。使用采用的标准,根据2018年、2020年和2022年码头网站对潜在游客的有用性对其进行了分析,并对每年的数据进行了比较,以检查随时间的变化。应用研究方法包括理论和分析观察、网站分析和评分量表。对所得结果进行了对比分析。这是第一个调查游艇码头在多大程度上依赖社交媒体进行营销和广告目的的研究。结果:所进行的分析结果为制定的研究问题提供了答案。很少有码头使用网站作为与潜在客户沟通的工具,但他们的业主开始认识到互联网在这方面的潜力。
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Websites as a tool for communicating with tourists – the example of yacht marinas on the Polish Baltic coast
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 distributing information about the company, but also as a means of interactive communication for commercial purposes or promotional activities. This is of great importance for service providers, including tourism sector businesses such as marinas.Aim: The aim of this study was to examine the content of websites owned by Baltic yacht marinas in the Polish voivodeships of West Pomerania and Pomerania. Marina websites were analysed based on their usefulness for potential tourists in 2018, 2020, and 2022, using the adopted criteria, and data for each year were compared to examine changes over time. The applied research methods included theoretical and analytical observations, website analysis, and a point ranking scale. A comparative analysis of the obtained results was performed. This is the first study to examine the extent to which marinas 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 are beginning to recognize the potential of the Internet in this regard.
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CiteScore
1.20
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0.00%
发文量
29
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