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Author
Tokarz Anna
Title
Internet jako instrument promocji usług turystycznych
Internet as the Instrument of Tourism Services Promotion
Source
Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2003, nr 1000, s. 198-207, bibliogr. 7 poz.
Issue title
Turystyka i gospodarka turystyczna w Polsce na tle procesów integracji europejskiej
Keyword
Promocja usług turystycznych, Reklama w internecie, Badania marketingowe
Promotion of tourist services, Internet advertising, Marketing research
Note
summ.
Abstract
Porównano tradycyjne i nowoczesne narzędzia promocji. Przedstawiono wyniki badań przeprowadzonych przez Katedrę Marketingu Akademii Ekonomicznej w Krakowie. Badania dotyczyły stosunku internautów do reklamy internetowej i konkursów w Internecie.

In view of the increasing complexity of tourism activity conditions, one out of many crucial factors resulting in an enterprise success at the market are the abilities which enable planning and applying in practice the unique (distinguishing) way of meeting the needs and requirements of the selected group of clients, by offering the only in its kind set of advantages, which enable to overcome the activities of competition. Changes in technology and competitiveness, as well as the progressing globalisation influence the value perceived by the consumer, increase the requirements and expectations and result in the fact that providing consumer satisfaction is a more and more difficult task. The reality of market economy, i.e. transformation in economy, stronger and stronger competition, increasing expectations of clients and quick development of technology impose on tourism enterprises continuous modification of marketing activities, especially in the field of services promotion. Owing to technical progress, which enabled the general application of modern techniques of data gaming and processing at an unheard of, so far, scale, the possibilities and ways of contacts with the client have expanded. In connection with the above, among the promotion instruments, the interactive media gain importance, especially the Internet. Taking advantage of the Internet as the promotion instrument has a direct influence on an increased access to information about tourism services and the creation of a tourism enterprise positive image. It provides, at the same time, a competitive advantage over other enterprises at the market of tourism services, both in the national and international dimension. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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  1. E-mailuj na Berdyczów. "Gazeta Wyborcza" z 30 stycznia 2002.
  2. Kotler P., Armstrong G., Saunders J., Wong V.: Marketing. Podręcznik europejski. Warszawa: PWE 2002.
  3. Nowacki R., Strużycki M.: Reklama w przedsiębiorstwie. Warszawa: Difin 2002.
  4. Pierwszy lepszy. "Gazeta Wyborca" z 19 października 2001.
  5. Stankiewicz A.: Wykorzystanie Internetu w hotelarstwie polskim, http://www.podroze-biznesowe.com.pl
  6. Sznajder A.: Marketing wirtualny. Kraków: Oficyna Ekonomiczna 2000.
  7. Wirtualne wizytówki biur podróży. "Gazeta Finansowa" z 16-21 lipca 2001.
Cited by
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ISSN
0324-8445
Language
pol
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