POSSIBILITY OF APPLYING MODERN FORMS OF COMMUNICATION OF AGRITOURISM FARMS WITH ENVIRONMENT GROUPS

Modern tools of communication in the promotion of agritourism farms seem to be an indispensable element in the strategy to reach potential clients. Well-designed web pages are not enough, not to mention other traditional tools of communication. One possibility is the skillful use of the potential of social media. The article presents social networking sites as an important communication tool between agritourism farms and the environment groups. The study used omnibus quantitative research carried out by the Public Opinion Research Centre (CBOS) and research conducted by MEGAPANEL PBI/GEMIUS. Agritourism business just like any other business activity has to be promoted in a continuous and a well-planned way. Recommendation of satisfied clients is not enough if an agritourism businessperson wants to achieve good financial results. The presence in social media can be a huge opportunity to become known among its users - potential clients. Especially that according to the research, the number of social networking sites' users has increased in the past five years by almost 12 million. Only 57.5% of Internet users visited a social networking site in 2006. In January 2011, more than 99%, so virtually every Internet user was a guest on the pages of social networking sites(2). The most popular social networking sites in Poland are: You Tube, Facebook, and Our Class (NK). In October 2011, 12.3 million people visited You Tube, nearly 11.8 million people used Facebook, which gave it the range of 62%. NK portal had the range of 58% at that time and over 11 million users(3).