PL EN


2017 | 16 | 3 | 155-171
Article title

Budowanie lojalności turystów wobec destynacji turystycznej poprzez event sportowy na przykładzie Poznań Półmaratonu

Content
Title variants
EN
Building Loyalty of Tourists to Tourist Destination through Sporting Event – the Case Study of Poznań Half Marathon
Languages of publication
PL
Abstracts
PL
W artykule przedstawiono problem badawczy dotyczący budowania lojalności turystów wobec eventów sportowych oraz destynacji turystycznych, którego korzenie znajdują się w marketingu behawioralnym. Praca zawiera przegląd obcojęzycznej literatury przedmiotu dotyczącej badań nad lojalnością turysty wobec eventów oraz destynacji, ponieważ w polskich opracowaniach ten problem badawczy nie został jak dotąd poruszony. Przedstawione zostały modele i koncepcje teoretyczne na temat budowania lojalności wśród turystów oraz wyniki badań empirycznych przeprowadzonych podczas 6. Poznań Półmaratonu. Ich celem było sprawdzenie, czy impreza biegowa może być wydarzeniem, które buduje wśród turystów lojalność wobec tej imprezy oraz wobec miejsca, w którym się odbywa. W artykule określono również czynniki wywierające wpływ na lojalność biegaczy turystów wobec analizowanego eventu sportowego i destynacji turystycznej. Wyniki przeprowadzonych badań potwierdziły przyjęte na podstawie literatury założenia – dowiodły, że na lojalność turysty wobec badanej imprezy biegowej (Poznań Półmaraton) wpływa m.in. motywacja push i pull, czynniki socjodemoraficzne oraz poczucie satysfakcji z biegu.
EN
The article presents the research problem of building loyalty of tourists towards sporting events and tourist destinations, whose roots are in behavioral marketing. The work presents a review of the foreign language literature of the study concerning the loyalty of tourists to events and destinations, because in Polish studies this research problem has not been raised so far. There are presented models and theoretical concepts concerning building loyalty among tourists and the results of empirical research carried out during 6th Poznan Half Marathon. Their purpose was to see if a running event could be an event that builds loyalty to the event and to the place where it takes place. The article also identifies the factors that influence the loyalty of runners-tourists in relation to the analyzed sporting event and tourist destination. The results of the research confirmed the assumptions accepted on the basis of the literature – proved that the loyalty of tourists to the running events influenced among others – push and pull motivation, socio-demoraphic factors and a sense of satisfaction from the run (which may also lead to a sense of greater satisfaction from life).
Contributors
author
  • Akademia Wychowania Fizycznego im. E. Piaseckiego w Poznaniu, Wydział Turystyki i Rekreacji, Katedra Humanistycznych Podstaw Turystyki i Rekreacji
  • Akademia Wychowania Fizycznego im. E. Piaseckiego w Poznaniu, Wydział Turystyki i Rekreacji, Katedra Humanistycznych Podstaw Turystyki i Rekreacji
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Document Type
Publication order reference
YADDA identifier
bwmeta1.element.desklight-54692556-6546-48b6-9e4e-750475f0259c
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