PL EN


2015 | 49 | 107-117
Article title

E-marketing w praktyce regionów turystycznych Polski

Authors
Content
Title variants
EN
E-marketing in the practice of tourist regions in Poland
Languages of publication
PL EN
Abstracts
EN
Background. The paper contains a review of contemporary e-marketing forms applied by the Destination Management Organizations; their classification was also performed. Material and methods. In the empirical part, various activities of Destination Management Organizations in Poland were described in terms of e-marketing (the usage of the Internet: Web 1.0, Web 2.0, and mobile applications). Best practices in this field were identified, too. A benchmarking analysis was applied. Results and conclusions. The study allowed to point out the Polish tourist regions where e-marketing activities were conducted almost perfectly. Several recommendations were presented to improve the effectiveness of e-marketing strategies in the regions.
Year
Volume
49
Pages
107-117
Physical description
Dates
published
2015-09-30
Contributors
author
  • Wyższa Szkoła Bankowa w Poznaniu
References
  • Armstrong G., Kotler P. (2012) Marketing, Wolters Kluwer, Kraków.
  • Bouwman H., Carlsson C., Lopez-Nicolas C., McKenna B., Molina-Castillo F., Tuunanen T., Walden P. (2012) Mobile travel services: the effect of moderating context factors, Information Technology and Tourism, 13 (2), 57–74.
  • Brake D.K., Safko L. (2009) The social media bible: tactics, tools, and strategies for business success, Wiley, Hoboken.
  • Buhalis D. (2003) eTourism: information technology for strategic tourism management, Pearson, London.
  • Buhalis D., Foerste M. (2015) SoCoMo marketing for travel and tourism: Empowering co-creation of value, Journal of Destination Marketing & Management [w druku].
  • Buhalis D., Wagner R. (2013) E-destinations: Global best practice in tourism technologies and applications, [w:] Cantoni L., Xiang Z. (red.), Information and Communication Technologies in Tourism 2013 Proceedings of the International Conference in Innsbruck, Austria, January 22–25, Springer, Berlin Heidelberg, 119–130.
  • ETC (2013) Online Travel Market – New Media Trend Watch World, European Travel Commission, http://www.newmediatrendwatch.com/world-overview/91-online-travel-market/index.html [dostęp: 12.05.2015].
  • Fotis J., Buhalis D., Rossides N. (2011) Social media impact on holiday travel planning: the case of the Russian and the FSU markets, International Journal of Online Marketing, 1 (4), 1–19.
  • http://bdc.silktide.com [dostęp: 04–09.05.2015].
  • http://tools.pingdom.com/fpt/ [dostęp: 04–09.05.2015].
  • Kartajaya H., Kotler P., Setiawan I. (2011) Marketing 3.0, MT Biznes, Warszawa.
  • Law R., Buhalis D., Cobanoglu C. (2014) Progress on information and communication technologies in hospitality and tourism, International Journal of Contemporary Hospitality Management, 26 (5), 727–750.
  • Li X., Wang Y. (2010) Evaluating the Effectiveness of Destination Marketing Organizations’ Websites: Evidence from China, International Journal of Tourism Research, 12, 536–549.
  • Morrison A.M., Taylor J.S., Morrison A.J., Morrison A.D. (1999) Marketing small hotels on the World Wide Web, Information Technology and Tourism, 2, 97–113.
  • Pike S. (2008) Destination marketing. An integrated marketing communication approach, Elsevier, Oxford.
  • TIG Global, Estis Green C. (2009) Social Media and the DMO Marketer, TIG Global and Cindy Estis Green, http://www.dfwandbeyond.com/client/TIG_Global_Social__Media_and_the_DMO_Marketer_Part1%5B1%5D.pdf [dostęp: 15.05.2015].
  • UNWTO, ETC (2008) Handbook on E-marketing for Tourism Destinations, World Tourism Organization and the European Travel Commission, Madrid.
  • UNWTO, ETC (2014) Handbook on E-marketing for Tourism Destinations. Fully revised and extended version 3.0, World Tourism Organization and the European Travel Commission, Madrid.
  • Wang Y., Russo S.M. (2007) Conceptualizing and evaluating the functions of destination marketing systems, Journal of Vacation Marketing, 13 (3), 187–203.
  • World Internet Users Statistics and 2014 World Population Stats (2015) Internet World Stats, http://www.internetworldstats.com/stats. htm [dostęp: 08.05.2015].
  • WTO (2002) Thinktank. World Tourism Organisation, http://www.world-tourism.org/education/menu.html [dostęp: 20.01.2015].
  • www.dolnyslask.info.pl [dostęp: 07.01.2015].
  • www.lodzkie.travel [dostęp: 07.01.2015].
  • www.lotur.eu [dostęp: 07.01.2015].
  • www.lubelskietravel.pl [dostęp: 07.01.2015].
  • www.mazowsze.travel [dostęp: 07.01.2015].
  • www.morzeprzygody.eu [dostęp: 07.01.2015].
  • www.podkarpackie.travel.pl [dostęp: 07.01.2015].
  • www.podlaskieit.pl [dostęp: 07.01.2015].
  • www.pomorskie.travel [dostęp: 07.01.2015].
  • www.slaskie.travel [dostęp: 07.01.2015].
  • www.swietokrzyskie.travel [dostęp: 07.01.2015].
  • www.visitkujawsko-pomorskie.pl [dostęp: 07.01.2015].
  • www.visitmalopolska.pl [dostęp: 07.01.2015].
  • www.visitopolskie.pl [dostęp: 07.01.2015].
  • www.warmia.mazury.travel [dostęp: 07.01.2015].
  • www.wielkopolska.travel [dostęp: 07.01.2015].
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-4d734125-6e33-4824-abd1-252bca78d8bc
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.