文章基本信息

标题：THE APPLICATION OF WEB ANALYTICS BY OWNERS OF RURAL TOURISM FACILITIES IN POLAND – DIAGNOSIS AND AN ATTEMPT AT A MEASUREMENT
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作者：Karol Król
期刊名称：Journal of Agribusiness and Rural Development
印刷版ISSN：1899-5241
电子版ISSN：1899-5772
出版年度：2019
卷号：54
期号：4
页码：319-326
DOI：10.17306/J.JARD.2019.01154
出版社：Uniwersytet Przyrodniczy w Poznaniu
摘要：Data analytics changes the way the enterprises operate, and allows them to both discover new business opportunities and offer innovative products and services. Data analytics can also be used to boost the performance of rural businesses. Therefore, the purpose of this study is to identify web analytics tools used by owners of rural tourism establishments in Poland. The study covered 965 websites hosted on selected paid domains. SEOptimer, an online application, and Google Tag Assistant were used in order to identify the analytical tools. Findings from the study were considered in the context of search engine optimization level and of the scale of business operations. In the sample covered by this study, a form of web analytics was found in 449 websites (46.5%); however, a data collection engine was probably implemented in 425 websites (44%). Google Analytics was the most frequent analytical tool. It was demonstrated that rural tourism establishments used analytical tools to a lesser extent than other businesses which rely on the Internet to promote and sell their products. Moreover, owners of higher-standard rural tourism establishments are more keen to use web analytics.
关键词：data analytics; web analytics; rural tourism; optimization; Google Analytics; digital marketing