Volume 5, No. 4

Stefan Bosiacki, Aleksander Panasiuk

The Planning Development of Tourism - Regulation or Deregulation?

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The scope of the study includes theoretical issues relating to tourism policy, together with an indication of the dynamics of the changes in the global tourism market. A diagnosis will be presented of the current tourism policy in Poland, together with an assessment of the effectiveness of system solutions and planning instruments. The background discussion will be the European Union policy in the field of tourism and issues of financing the development of tourism from EU funds in the financial perspectives of 2007-2013 and 2014-2020. On the basis of the diagnosis proposals will be outlined for changes in the Polish model of tourism policy in the context of solutions in the European Union. In addition, local and regional authorities will be indicated in the proposed model. The aim of the paper is to assess the current model of tourism policy in Poland against the background of global solutions and the European Union together with proposed solutions in the field of tourism policy in the medium and long term. The scope of the methods used include: literature studies, logic operations, comparative analysis, and heuristic methods. The test period covers the years 2007-2014 ex post and the proposals will concern the horizon 2022. Issues of socio-economic policy are conceptual. The test results can be used for shaping tourism policy in Poland by competent bodies: central, regional and local. The diagnosis of tourism policy, together with proposals for it to be changed is the personal opinion of the authors. In this form of consideration, they have not been presented in the literature sources.

Piotr Cybula, Hanna Zawistowska

A Discussion about the Need for New Regulations in Tourism

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In the article with the example of the act on tourist services and the EU Directive 2015/2302 was used to focus on the problems of the needs and possibilities of the introduction of new regulations in tourism. The authors drew attention to the essential impact EU law has on the shape and scope of national legislation. The existence of EU legislation, which is the result of the division of legislative powers between the EU and the member countries, entails a significant limitation of the freedom of regulation at national level. This causes the necessity to determine, prior to legislative action, whether, and if so to what extent, a given issue is regulated by EU law. The problem of the limitation of the freedom of legal regulation on the domestic level was illustrated with the example of the EU Directive 2015/2302 and the act on tourism services. The problem of the limitation the freedom of legal regulation on the domestic level was illustrated with the example of the EU Directive 2015/2302 and Polish act on tourism services.

Wojciech Fedyk, Beata Meyer, Jerzy Potocki

A New Concept of Managing Tourist Region

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The article contains the results of an analysis concerning the possibilities of effectively managing tourist regions in a competitive market, on the basis of the functioning of regional tourist organizations (ROT) in Poland according to several models. Furthermore, the results of the proposed ROT transformations and their influence on the development of tourist traffic in tourist reception areas are discussed. A literature review showcased the divergence of views on the purposefulness and direction of the POT-ROT-LOT system modifications. Three models of ROT activity were proposed on the basis of the idea of product consortia and tourism clusters, DMO and network cooperation, indicating the key qualities that allow for the implementation of those models in organizational practice. As a consequence, these qualities contribute to increasing the organizations' effectiveness, and further implicate changes in logistics and the quality of tourist service in tourist regions.

Eugenia Panfiluk

The Impact of EU Funds on the Tuorist Attractiveness of a Region - a Case Study

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This article aims to analyse the impact of the investments co-financed by the ERDF, spent on the development of the tourism sector, using the Gunn model of tourist attractiveness. A theoretical model for assessing the impact of the investments, co-financed by the ERDF, on the tourist attractiveness of a region was developed and subjected to empirical verification. The material for empirical research was collected with the use of a questionnaire. The study involved tourists visiting the Podlaskie voivodeship. The final conclusions allowed the generalization that the developed model for assessing the impact of investments co-financed by the ERDF on the tourist attractiveness of a region can be used to assess the effectiveness of the ERDF management at the regional level, is used for the identification of the strengths and weaknesses of the tourism control system at the regional level towards creating a more attractive tourist area, is used for the determination of the causes of deviations and the evaluation of developmental directions of regional policy plans, and programmes in the area of tourism development, may be used in the planning process of tourism development of a region at the stage of evaluation, as well as further programming, implementation or introduction of changes in relation to the development of a tourist destination.

Marlena Bednarska, Aleksandra Grobelna

Generational Change on the Tourism Labour Market

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For the first time ever, the employees of three generations are working together, side by side in the same organisations. Although, all of them hold different work expectations, desires or working styles, it is said that particularly challenging is the youngest generation entering the labour market (Generation Y), whose work values may be significantly different than those that went before them. Therefore the purpose of the paper is to examine the effect of generational differences on the importance of work values in the tourism industry. To reach the objective of the study a survey was conducted with a group of 1,047 tourism employees. The research revealed that both job characteristics and employer location attractiveness contribute to the prediction of job satisfaction. The significance of these factors is partially moderated by generational differences. The youngest generation on the tourism labour market attribute more importance to social relations in the workplace and to the locational aspects of the employer.

Elżbieta Nawrocka, Agnieszka Niezgoda

Consumer Participation in the Creation of a Tourist Product

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The purpose of the article is an analysis of the characteristics of a consumer participating in the creation of products, the so-called prosumers, as well as an analysis of factors facilitating such participation on the part of tourist enterprises. The discussion covers the tourist market. The method is a review of subject literature discussing the category of a prosumer from the perspective of a tourist market along with the authors' interpretation. Categorized direct interviews with managers and employees having direct contact with customers in hotels and travel agencies, presenting appropriate experience (several years of work), were used in the empirical part. The research is of qualitative, explorative nature. In the article the category of a tourist market prosumer was defined and the changed CRM formula was suggested - customer relations management into CMR i.e. consumer management relations in the conditions of the discussed market. The exploratory analysis showed the stereotypical thinking about a customer, who is treated as: an offer purchaser and the source of information about his/her needs and expectations. The collected suggestions and opinions are used to construct customers' involvement in the business issues of the studied companies, including the creation of new value. The article is of an empirical nature and represents a review in its theoretical part.

Barbara Marciszewska, Andrzej Rapacz

New Forms of Communication with the Client on the Tourist Market

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The purpose of the article is to identify the communication forms with a client used by travel agencies and hotels functioning on the Polish tourist market. The study provides the subject literature review regarding communication forms with a customer on the tourist market. The presentation of direct research results is focused on the above-mentioned communication forms, most popular and most frequently used by travel agencies and hotels functioning on the Polish market and remains an integral component of the study. The conducted review and the research results allowed the identification of similarities and differences occurring in the area of communication forms with a customer on Western European and Polish tourist markets. They also indicated these communication forms which should be used more extensively by both travel agencies and hotels operating on the Polish tourist market. The conducted research results enrich the existing knowledge about the discussed subject matter.

Patrycja Żegleń, Anna Nizioł

IT Influence on the Functioning of the Tourist Market

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The tourist sector is among those economy branches in which one demands fast and fluent information transfer - its generating, colleting, processing, and providing. The increasing demand and qualitative expectations of today's clientstourists create the necessity of introducing IT in the range of distribution channels, promotional tools, tourist products as well as cooperation with other organizations. The aim of the paper is to present modern technologies used in tourism branches, especially in airlines, travel agencies, and the hotel industry. Additionally, the aim is to show the influence of IT tools on the tourist market. The research methodology was based on the desk research method, including verifying widely used sources such as professional literature, web research, statistical data etc. Research data have a qualitative, quantitative, primary and secondary character. The authors used various research techniques such as: CATI (Computer Assisted Telephone Interview) and CAPI (Computer Aided Personal Interview) and also a survey questionnaire. The primary research results concern the meaning of IT tools for the tourist market. The secondary research results concern the use of communication and information technologies with examples of TripAdvisor.com or eSKY.pl. The research results focus on the role IT plays on today's tourist services market.

Magdalena Kachniewska

The Social Media Marketing Strategies of Tourism Regions and Enterprises

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The paper seeks to discuss the basis for a modern social media marketing strategy, including a new communication paradigm and new ways of database construction. It is based on the literature research (including Internet publications on tourism trends and e-consumer journeys) and the case studies of tourism enterprises/organizations/regions modern marketing strategies. The paper identifies the marketing gap illustrating the difference between the traditional marketing tools and the most appropriate SM marketing techniques. The results of the analysis should be discussed further, as the case study analysis does not ensure the representativeness of research; however it helps to illustrate the major marketing trends. The analysis of Western European organizations needs a critical approach due to the cultural differences (mainly of the different digital literacy of western and eastern European societies). The limitations do not seem to be accurate in the case of younger generation (Gen Y). This paper will be of immense value to tourism industry leaders, formulating the basis for their SM marketing strategies. It should also enhance the use of new media effectiveness indicators. The paper contributes to the knowledge of tourism SM marketing strategies being a guide for tourism policy planners and managers. It is the first publication in Poland on the marketing gap between old and new media.

Piotr Kociszewski

Selected Elements of the Potential of the Competitiveness of Travel Agencies in the Tourism Market of the Retired in Poland

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The aim of this study is to identify and characterize selected elements of the potential competitiveness of travel agencies in the tourism market of the retired in Poland. The paper consists of two main parts - theoretical and a presentation of the results of the empirical research. According to the author in the case of tourism dedicated to the retired a key building block for competitive advantage is the quality - understood in a broad sense. A summary of the results of the research conducted among the providers of tourism for the retired can be an important source of information for both existing and potential bidders.

Adam Pawlicz, Andrzej Molski, Wojciech Liszka

Innovation, Firm Size, and a Firms Age in Tourism

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The aim of the paper is to present the impact of selected characteristics of tourism enterprises, especially the age and size on their level of innovation and an analysis of the theoretical and practical aspects of public support to start-ups on the tourist market. In the first stage of the study the relevant literature has been reviewed to determine the theoretical evidence for and against public support to start-ups in the context of the specific nature of the tourism market. In the second stage qualitative methods have been used such as an expert panel of restriction analysis. This papers deals only with the most important, from the point of view of economic practice, and areas of justifying public support to start-ups on the tourist market. It has to be underlined that a full theoretical analysis of the merits of supporting start-ups can contribute to a better distribution of a substantial amount of public aid allocated to support its development. This paper constitutes a pioneering attempt to the issue of supporting start-ups in the tourist market and the impact of the size and age of tourism enterprises on their innovation activities. The main findings from the study can be summarized as follows: there is no relationship between a firm's size and age on their innovation behaviour. Moreover, no specificity of innovations on the tourism market could be identified. So there is no economic rationale for the creation of tourism specific subsidies that are aimed at fostering innovations in start-ups.

Izabela Michalska-Dudek, Andrzej Rapacz

The Loyalty Measurement Problems of Travel Agencies' Customers in Poland

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The purpose of the article is to discuss the indicators for customer loyalty measurement and to analyse the loyalty level of travel agencies' customers in Poland. The review of subject literature allowed presenting the indicators for loyalty measurement and also the indicators for customer selection used for customer loyalty management. The realisation of the research goals was possible as a result of survey studies carried out among travel agencies' customers in Poland (N = 1151). The article presents the empirical research results of travel agencies' customers in Poland, which allowed their loyalty level assessment. The conducted analysis confirmed that travel agencies' customers in Poland represented loyal purchasers of tourist services. The presented research results have an application oriented importance and can be a useful source of information in the strategy development process for travel agencies that are operating on the market. Among the practical implications the respondents' suggestions, referring to the hidden possibilities, were indicated, which could result in their higher inclination towards recommending a given travel agency service to other people. They identify the potential sources of a competitive advantage, as well as the necessary directions of modifications in the analysed area.