Tourism companies' websites: design, components, elements, and evaluation

Published Online: Jan 14, 2026

Liudmyla DOROKHOVA

Email: liudmyla.dorokhova@ut.ee
University of Tartu, Tartu, Estonia

Silvia BELOEVA

Email: sbeloeva@uni-ruse.bg
“Angel Kanchev” University of Ruse, Ruse, Bulgaria

Nataliya VENELINOVA

Email: nvenelinova@uni-ruse.bg
“Angel Kanchev” University of Ruse, Ruse, Bulgaria

Dzhavid MIRZOIEV

Email: javid20082@gmail.com
Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine

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Abstract:

Objectives: Tourism companies actively use websites to attract and retain customers in the highly competitive digital market. Websites are becoming one of the main tools for promoting tourism services and interacting with clients. At the same time, high-quality website design, well-thought-out components, and user-friendly interface elements can significantly influence customer choice and enhance their experience with the tourism service. Methods/Approaches: An analysis, generalization, and systematization of literary sources were carried out to identify and briefly present the key fundamental concepts and practical aspects of creating and maintaining tourism-oriented websites. Their specific features and requirements were examined in the context of consumer behavior, user convenience, as well as the composition, structure, and functioning of website elements. Results: The main requirements for tourism agency websites in terms of functionality, design, and user-friendliness are summarized and presented. A tourism website's Search Engine Optimization features and components are identified. Tools and criteria for evaluating such websites, measuring user experience metrics, and customer loyalty are described. Social proof is examined as a digital marketing tool for tourism agencies to use on their websites or mobile applications. Conclusions: The results presented in the article support the active development of tourism websites, including the use of modern structural elements, marketing tools, and design trends. The proposed approaches to developing and content tourism websites represent an important direction and an integral part of the tourism industry’s toolkit. The recommendations provided positively impact service delivery, user interaction, and the overall customer experience.

Keywords:

tourism company website, internet marketing, user experience, social proof, search engine optimization

Pages:

195-220

JEL Classification:

L86, M31, Z32

DOI:

https://doi.org/10.46656/access.2026.7.1(11)

How to cite:

Dorokhova, L., Beloeva, S., Venelinova, N., Mirzoiev, D. (2026). Tourism companies' websites: design, components, elements, and evaluation. Access to science, business, innovation in digital economy, ACCESS Press, 7(1), 195-220, https://doi.org/10.46656/access.2026.7.1(11)

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