Websites as a Euroregional marketing tool in Poland

Abstract

This paper discusses territorial marketing of Euroregions. Websites, one of the marketing tools, were the subject of an analysis. Based on literature research and experiences of the authors, criteria for website assessment have been prepared and 14 Polish Euroregional entities were the subject of an empirical study. An expert binary analysis and a survey in which a group of Polish students participated were used in the study. The study has shown that the websites vary considerably by content, form and navigation. Euroregions with interesting, stylish and modern websites have been identified. These websites are more and more commonly used for territorial promotion, including tourist promotion. After relevant consultations and modifications, the assessment criteria and the research tools that were proposed by the authors can be used in research and can support Euroregional authorities in the improving of marketing communication tools.

Keywords

• marketing
• territorial
• cross-border
• Euroregion
• internet