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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.