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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.