The potential of using Web sites in hospitality industry is derived from its general use as an information exchange system in the digital age. Performing business over the Internet requires development of the Internet strategy, which can be observed in five basic activities (Tschanz, K., 1996): cooperation, competition, mission, product/services and organizational integration.

In this way, hospitality activities evolve in complete, competitive, and cooperative activities. The way of preserving authenticity is broad diversification (within a destination) in order to meet the wide range of worldwide demand. The easiest way of achieving diversification in hospitality industry is the existence of many, well diversified and professionally connected Web sites as a management tool.