Considering tourism as a driving force in the growth of rural economy, the research in this industry is gaining its popularity. In the era of the Internet, no business is imaginable without having its own website. However, implementing a website does not already mean that customers will like and approve it. Website quality is a necessary task to maintain in line with its functioning. The aim of the research is to assess the quality of the Lithuanian rural tourism homestead websites. Only understanding the website-related factors that are important for consumers may lead to a proper management of a website and customer attraction as well. The research results show that the information on the websites has to be easy findable, clear, and consistent; photos that substantiate the information are necessary; the information and photos have to be managed properly; and the eWOM part has to be included on the website. Proper management of latter factors can enhance the possibility of maintaining a high quality website that encourages consumer intention to visit the homestead.

In order to be innovative in a rural area, it is necessary to act in an extraordinarily cooperative fashion, partly because the people living there know each other well, but also because they want to remain there, share their lives with the neighbours and do not simply change homes to start fresh in another part of town, as it happens in larger cities. The appropriate support of informational management regarding cooperative behaviour is in the focus of this paper. Our selection of research methods includes the execution of study projects to the subjects of innovation, It- and Information Management for an cooperative network, the development of an app to encourage young people to stay in the pertaining village, to the publishing of four books concerning communication and cooperation on the basis of original research, surveys, discussions with residents, meetings with the management of small enterprises as well as with the administration and colleagues of universities and the evaluation of the collected data through statistical methods and processes. We have found that the introduction of regular meetings of a variety of people with the task to think about new ideas and to decide on which one will be realized first, to give support in different ways before, during and after the project conclusion in combination with suitable Information Management is able to reduce the fear of digitalization and bind the focused power of concentration to the project. In conclusion we find that it is possible to augment the communal mind set to be innovative and creative in order to make rural living more pleasant.