E-marketing w praktyce regionów turystycznych Polski

Background. The paper contains a review of contemporary e-marketing forms applied by the Destination Management Organizations; their classification was also performed. Material and methods. In the empirical part, various activities of Destination Management Organizations in Poland were described in terms of e-marketing (the usage of the Internet: Web 1.0, Web 2.0, and mobile applications). Best practices in this field were identified, too. A benchmarking analysis was applied. Results and conclusions. The study allowed to point out the Polish tourist regions where e-marketing activities were conducted almost perfectly. Several recommendations were presented to improve the effectiveness of e-marketing strategies in the regions.