Abstract
Subject and purpose of work: The aim of the research study is to identify objects which can potentially create the attractiveness of the region and to analyze the network of hypertext links between selected entities in the tourism industry.
Materials and methods: The ethnographic approach was used in the article, and the main research method was content analysis and the analysis of hypertext links with the use of Semrush, PetScan and Similarweb internet tools.
Results: Over a dozen objects with a large potential for attracting tourists have been identified, that is castles, palaces and sacral objects, which differed in terms of marketing impact on the tourist market.
Conclusions: Although no coherent network of hypertext links has been found, visible efforts to create such a network for some municipalities were noticed. Local government authorities do not fully use Internet tools to promote the values of their own region.