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PERSPECTIVES OF WEB PAGE AND E-MAIL USAGE IN RURAL TOURISM ACCOMODATIONPLACES IN THE LATVIAN COUNTRYSIDEIveta Druva-Druvaskalne 1 , Juris Smaļinskis 21 Vidzeme University College,Cēsu iela 4, Valmiera, LV 4201, LatviaE-mail: iveta.druva-druvaskalne@va.lv2 Vidzeme University College,Cēsu iela 4, Valmiera, LV 4201, LatviaE-mail: juris.smalinskis@va.lvKEYWORDSInternet, WEB, E-mail, rural tourismaccommodations, e-commerce, Internet connection types,sustainable tourism.ABSTRACTThis paper deals with the application of Internet as anincreasingly used information distribution channel fortourism companies of all sizes. The focus is put on microtourism enterprises in the accommodation industry inrural areas. The authors have explored web pages oftourism enterprises, e-mails with a selection method indifferent regions of Latvia and have made theircomparison.Tourism in Latvia is developing rapidly; differentmodern technologies and the Internet are introduced; yet,there is a radical difference in IT use between Riga andother regions of Latvia. The results of the research showinsufficient and underused application of IT in the sectorof tourist accommodation in less developed regions ofLatvia, which contradicts to the average statistical datain Latvia.The authors have accentuated the key factorshampering a wider us of the Internet in the sector oftourist accommodation in the regions of Latvia, whichare mainly technical and financial possibilities, as well asundervaluation of the role of the Internet in the marketingby tourism entrepreneurs.tourist in 2005, or 54 % of the world’s total number oftravellers), where in the last decades there is a substantialincrease in the role of an economically active BalticRegion, including the role of Latvia, (UNWTO, 2006).The number of travellers visiting Latvia has significantlyincreased since the nineties (see Figure 1): compared to2003, it increased by 23 % reaching 3 million, but in2005 by 24 %, reaching 3.77 million (LR CSP 2006).According to a research by World Tourism and TravelCommittee ”2006 Tourism Satellite Accounting", Latviais forecast annual increase rate in tourism 7.3 % a year(WTTC 2006).Latvia is a member of the European TravelCommission, the Baltic Sea Tourism Commission and,from 2005, a full member country of UN World TourismOrganisation. Participation in these organisations openswide co-operation possibilities in a number of sectors.INTRODUCTIONTourism nowadays should be considered a highlydeveloped industry with high development rate. TheUNO World Tourism Organisation forecasts increase oftravellers from 808 millions in 2005 to 1.6 billions in2020. One of the main reasons for the fast growth oftourism industry is mobility resulting from use of moderntechnologies, including the use of worldwide web foroffering services and in accounts. The greatestdestination in tourism today is Europe (443 millionsFigure1. Latvia: dynamics of inbound tourism 1997-2005. Source: Central Statistical Bureau of Latvia reports(Tourism in Latvia 2005).Tourism is becoming one of the most perspectivetypes of entrepreneurship in the world and in Latvia; therole of tourism industry in the national economy isincreasing. Tourism accounts for 10.4 % of the worldGDP. Tourist and travel services contribute directly at arate of 5% (contribute indirectly about 11 %) to the EUAnnual Proceedings of Vidzeme University College “ICTE in Regional Development”, 200693