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The main topic of this paper is to present the scale and nature of congress tourism in Cracow in the years 2008 and 2009. Methodology: The empirical material for the analysis was the result of the research prepared and conducted in Cracow in 2009 by the researchers of the Tourism Department of the Cracow University of Economics. The questionnaire was addressed to owners of venues possessing the necessary infrastructure for business meetings in Cracow. The rate of return was 50.42%. Main contributions: The paper consists of two parts: the introduction, where theoretical issues are explained, the essence of congress tourism is presented and the location of congresses in the world is specified. The second part is of an empirical nature, in which the research results are presented. The analysis concerns a number of congresses in Cracow, the amount of their participants, the structure of the venues hosting congresses and the structure of revenues generated by congress tourism, as well as an institutional profile of clients ordering congresses in Cracow. Conclusions: The results obtained allow us to conclude that congresses in Cracow in the years 2008 - 2009 gathered 5% of all MICE tourism participants. Moreover, according to an opinion expressed by experts from the business tourism sector, the role of congress tourism is going to increase in the future.

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The “local partnership” term has recently frequently appeared in publications and studies concerning the problems of local development. Yet, it has not been fully specified. The purpose of the article is to try and explain the essence of the term in relation to the tourism market. Basic rules and purposes of building a partnership chain within the tourism destination and its participants have been discussed. Then the main initiators of local cooperation have been designated as well as forms applicable in practice.

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A continuous exchange of information which forms most of our purchasing decisions is going around us and with our participation. The purpose of the paper is to demonstrate that the supplying entities on the contemporary tourist market should use the power of those interpersonal contacts in their management processes. The buzz marketing essence has been explained, reasons for its development explained and its basic forms discussed. A special attention has been focused on the meaning of buzz marketing in the management of tourism destination. Based on the results of survey research conducted among tourists visiting Cracow in 2008-2010, a hypothesis was verified that the word-of-month opinions are of considerable importance in choosing a tourism destination.

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This paper is aimed to present the effects of increasing revenues generated by tourism industry in the Małopolska region. The traffic of tourists in the region within 2003-2008 were analysed (based on marketing research). The volume of money tourists brought in the voivodship was assessed. Highlighting multifaceted importance of tourism for the economic growth of the region the paper presents the chain of mutually connected economic dependencies and discusses the formula of tourist factor, which is calculated further (based on the information titled ”Household budgets in the Małopolska voivodship”). Finally, the author tried to present the overall results of tourism development in the Małopolska region.

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Globalisation is a phenomenon characteristic for the contemporary world. It stems from lifting the country borders with the resultant rapid development of exchange among countries and the emergence of the world economy. Its implications are apparent everywhere, also (if not primarily) on the tourist market. The purpose of the paper is to present how the globalisation impacts on the activity of institutions in the tourism. A process of changes in the market strategy of organizations on the tourist market has been traced. It has been noted that the competition on this market takes place mostly among the areas of reception rather than tourist companies. Special emphasis has been laid on the basic category of contemporary management of travel destinations, i.e. customer/tourist value, highlighting its substance, elements and building process.

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The purpose of the article is to expose the necessity to manage the customer’s expectations by the tourism supply entities. Since only realistic imaginations of a product may result in tourist’s satisfaction and later in their loyalty to the company/place of destina-tion. Features and types of buyer’s expectations in relation to a tourist product have been specified. Factors shaping customer’s preliminary imaginations of a tourist trip have been indicated, focusing mainly on the role of marketing communication of companies and tourist areas. At the end techniques of managing the customer’s expectations have been presented, which may be utilised by the tourism supply entities.

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Globalization has changed the world economy forever. The introduction of open market economies in many countries, the liberalization of capital flows and free movement of persons create an integrated and interdependent economy, in which tourism plays an important role. (UNWTO, 2009). The tourism industry is highly sensitive to global economic developments, so vulnerable to crises. The World Tourism Organization (UNWTO) estimated that international arrivals decreased by 4% in 2009 (UNWTO, 2010)...

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The article characterises the elements of the consumer communication process in tourism and specifies advantages and disadvantages of its use by tourist companies and tourism areas as part of word-of-mouth marketing. The empirical analysis of a tourist’s socio-demographic features’ impact on the tourist’s susceptibility to WOMM’s influence made it possible to state that this susceptibility is not gender- or material status-conditioned, and it is most strongly determined by the family origin of the tourist from this area which presently is their destination.