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Effectiveness of domain names… 67
Conclusion
For businesses to communicate effectively on the Internet, it is essential that
they have a unique “address” that is easily recognizable to customers 11 . This is also
true for the tourism destinations which are striving in a fierce competition. As such,
the only way to secure specific words or word combinations is to purchase them
from the current owner or wait for someone who accidentally forgets to renew their
registration for them. Apparently, rather than chasing and following the expired
domains, the real players, that is the potential domain investors have to head towards
the domain speculation market. A lot of appealing domain names can be
bought secondhand at Sedo or similar domain name collectors.
The findability problem is more drastic for the tourism destinations and businesses.
Consequently, this study aimed to provide a framework for comprehending
the effectiveness of a domain name and examined the effectiveness of geodomains
in Europe and Asia. The study offered a five point effectiveness criteria from very
poor to excellent. The analysis of the domain names of European and Asian countries
showed that almost one tenth of destination domain names are in an excellent
structure while half of the domain names are good. On the other hand poor domain
names dominate the Asian countries. In this regard, it is found that European geodomains
were more or less in a better position compared to Asian countries.
This study is limited to the domain names of European and Asian countries.
However there is a need for further studies covering all the countries around the
world. Further studies may also deal with the contents of destination Web sites and
the usability of those Web sites. On the other hand trust on such destination websites
is an important issue to understand. Future studies may also research on the
trust of the users on destination websites. Such studies will enhance our understanding
of the Internet use and contribute to both practitioners and academics.
EFEKTYWNOŚĆ DOMEN INTERNETOWYCH NA PRZYKŁADZİE BADAŃ
STRON INTERNETOWYCH WYBRANYCH KRAJÓW
Streszczenie
Nazwy domen internetowych są niewątpliwie dobrem rzadkim, co implikuje
konieczność ich efektywnego wykorzystania. W artykule przedstawiono autorską
koncepcję mierzenia efektywności domen na przykładzie wybranych państw z Europy
11
C.F. Hamilton, F.F. Wang, Domain names management and legal protection, “International
Journal of Information Management” 2005, No. 26, pp. 116–127.