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Tytuł artykułu

The Place of Tourism in Promotional Policy of Communes from Eastern Poland

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Introduction. Promotion in managing local government units constitutes a significant element of communication with various groups of stakeholders, mainly with inhabitants and tourists. This instrument is playing a more and more significant role in the competition for limited resources. Therefore, its significance for territorial marketing is growing. The aim of the study was to identify the directions and range of promotional activity undertaken by communes taking into account their type and financial resources devoted to fulfilling tasks within this area and to define their competitive position. Material and methods. The research was conducted in compliance with the principles of indirect measurement method and data were collected with the use of a questionnaire. Additionally, statistical methods and the author's own method of “assessing promotional position” of local government units were used. The analysis included results obtained from 50 communes from eastern Poland (27 rural, 10 urban and 13 urban-rural communes). Results and conclusions. The research made it possible to identify the competitive position of a commune concerning its promotional activity aimed at inhabitants and tourists, taking into account its territorial range. Additionally, differences in using particular promotional tools were revealed and differences concerning the territorial range and segments which the activities undertaken by the communes are aimed at were noted. The calculations showed the correlation between money spent on promotion by the examined units and their general revenue.
Wydawca

Rocznik
Tom
21
Numer
1
Strony
48-55
Opis fizyczny
Daty
wydano
2014-03-01
otrzymano
2013-12-02
zaakceptowano
2014-01-07
online
2014-06-06
Twórcy
  • Józef Piłsudski University of Physical Education in Warsaw, Faculty of Physical Education and Sport in Biała Podlaska, Department of Management, miroslaw.zalech@awf-bp.edu.pl
Bibliografia
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  • Kożuch A., Kołoszko-Chomentowska Z. (2003). The commune budget as a tool of local development. In M. Adamowicz (Ed.), Strategies of local development. Volume II. Instrumentals aspects (pp. 177-187). Warszawa: Wydawnictwo SGGW. [in Polish]
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  • Dziekański P. (2012). Promotion as an element of communication between local authority unit and surroundings. Acta Scientifica Academiae Ostroviensis. Sectio A 1, 27-52. [in Polish]
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  • Rawski M. (2011). Selected difficulties regarding the realisation of a functional aspect in territorial marketing. Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 596, Ekonomiczne Problemy Usług 56, 61-73. [in Polish]
  • Marczak M. (2008). Analysis of tourism promotion in Pomerania communes. Zeszyty Naukowe Politechniki Rzeszowskiej 249, Zarządzanie i Marketing 13, 245-254. [in Polish]
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.-psjd-doi-10_2478_pjst-2014-0006
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