Wyniki wyszukiwania - BazTech

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The attractiveness of Poland as a culinary tourism destination

Rangel Jr Don Vincent, Mikołajczyk Jan, Romanowski Robert

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

421--442

EN

Purpose: The purpose of this paper is to identify and assess the main food products that can influence culinary tourism branding in Poland. Moreover, the purpose of the research is to explore familiarity with Poland’s cuisine, first associations with Poland and its brand, attractiveness of Polish cuisine and identifying interest in culinary tourism overall. Most importantly, the survey indicates if visitors are interested in visiting Poland for the primary purpose of experiencing Poland’s gastronomic tourism options. Design/methodology/approach: To further understand and support secondary research regarding the topic of culinary tourism, a survey was launched on google forms and posted to several mediums to collect responses. These channels include AmazonMTurk, Facebook, and personal networking. In order to gain insight into Poland’s attractiveness as a gastronomic tourism destination, survey results were collected from 123 individuals. These individuals were from various different foreign countries, the majority from the United States of America. Findings: The survey begins with assessing and exploring associations with culture and cuisine, cuisine and the creation of memorable experiences, intentions to seek out culinary experiences and motivations for culinary tourism. Americans would be highly interested in visiting Poland because of variety of Polish cuisine. The most important flagship products were pierogi and kiełbasa. They are perceived as typical Polish food offer, that could also be an introduction to vast majority of other Polish authentic, tasty culinary achievements and rich gastronomic heritage. This kind of content should be included to tourism strategy on national level, to increase competitive advantage of Poland as tourist destination. According to research results, it would be even better to develop a culinary tourism strategy that would present content to people on the 25-55 age, with a promise of offering memorable culinary tourism experiences presented in attractive digital form. Special emphasize should be given to promotion of Wine, Beer and other alcoholic beverages. Intentional tourist know that tourist form from Spain, Italy, France or Czechia, but Polish growing wine market, very attractive craft beer market or mature spirits market could be an interesting surprise for demanding culinary tourists. Research limitations/implications: The population sample was limited to 123 responses. Moreover, this study does not take into account the potential and very serious negative effects of tourism on a destination. The research was carried out before the war in Ukraine. This aspect should be taken under consideration in the future research on branding of Poland. Practical and social implications: Recommendations are made for Poland’s tourism strategy based on the literature review and results of the research and can be helpful in implementing a culinary tourism strategy in the future. The theoretical and practical application of the research can be used to help Poland in developing a culinary tourism strategy and further understanding of culinary tourists and their motivations to visit Poland as a destination. Originality/value: This research adds value to Poland’s tourism strategy and emphasizes the impact of culinary tourism on Poland’s brand and image. The research results help to define Polish food flagship products to increase popularity of Poland among gastronomic tourists. Recommendations show activities, recommended by respondents, helping to increase the attractiveness of Polish gastronomic tourism based on both food and beverages heritage.

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Religious products – the perception of their value

Olejnik Iwona, Lewicki Marcin, Mikołajczyk Jan, Dobski Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

249--269

EN

Purpose: The main objective of the paper is to identify the attributes of the value of religious products. Specific objectives include: conceptualization of the notion and perception of religious products from the perspective of an individual, determining the impact of secularization on consumer behaviour in the field of religious products, exploring and defining research areas that will constitute the basis for planned quantitative research, enabling the quantification of the analyzed variables and verification of research hypotheses generated during qualitative research. Design/methodology/approach: Qualitative research (N = 21) on the perception of the value of religious products was conducted among Polish Catholics. Additionally, the understanding of the essence of religious products was examined. Findings: The research shows that a religious product is defined and perceived by the respondents in various ways - there is no uniform approach in this respect. Considering the approach proposed by Sheth et al. (1991), the respondents perceive the existence of all five values in religious products, among which the relatively greatest importance is assigned to functional and emotional values. Research limitations/implications: The research carried out is of a qualitative nature and is burdened with the disadvantages of this type of research. It is not a representative study and can only provide a partial picture of the research problem. Practical implications: The paper has interdisciplinary and exploratory character, covering not only the issues in the area of religion and culture, but also economic, ethnographic and psychological aspects of human behaviour. The conclusions from the conducted research may provide guidance for enterprises offering religious products on the market. Originality/value: The original value of the article is the conducted own research, addressed to both consumers and enterprises operating in the researched industry. An additional value is also the approach to the research problem; so far, this type of research has not been undertaken in relation to religious products.

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Traditional and regional food products as the example of marketing innovations in the petrol station sector in Poland

Mikołajczyk Jan, Zawadzki Tomasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 149

435--449

EN

Purpose: The principal aim of the article is to present changes in the accessibility of regional products understood as introducing them into trade formats in which they have not previously been present. The article will also present the characteristics of the petrol station sector in Poland. Design/methodology/approach: The article will present the results of own research in terms of perception and assessment of marketing innovations by station customers. The study was carried out using the CAWI internet interview technique on a nationwide, representative sample of adult Poles. Findings: The research shows that Poles are eager to buy regional products and look for them in places where they have never been available before (petrol stations). Practical implications: This article concerns the case study of PKN ORLEN petrol station network. It can be assumed that the remaining operators of the station networks will introduce regional products to the offer shortly as the regional goods are being chosen increasingly and desired by customers of petrol stations in Poland. Originality/value: The article deals with the problem of selling products at petrol stations, i.e. in a trade format that is not sufficiently described in the literature. The authors see a research gap in this field.