The Use of Basic Internet Functions in Attracting Visitors by Operators of Polish Mountain Huts

Abstract

Operating a mountain hut is a specific form of entrepreneurship, which is visible in plenty of issues. One is a relative difficulty with the use of new communication channels with customers. Mountain huts in Poland, often dilapidated during system changes, nowadays are forced to redefine their role on the tourism market, and to actively search for new segments of visitors. The aim of the paper is evaluation of the degree of the use of Internet in communication with potential customers by the operators of Polish mountain huts. To realize this aim, the analysis of web-pages of all Polish huts was conducted, and the questionnaires were sent to huts’ operators, as well as research with mystery shopping method was applied, which was done by sending e-mail messages to addresses presented in analyzed web-pages. The results convince that Polish mountain huts’ operators are trying to use Internet in their promotional actions, still these are chaotic, accidental and also rare actions. Almost all huts posses their web-pages, but the problem is connected with lack of foreign languages versions. Operators do not treat Internet promotion very seriously and the response rate turned out to be much lower than expected.