PL
Ukazano teoretyczne związki pomiędzy segmentacją rynku a wartością przedsiębiorstwa turystycznego oraz potencjalne i faktyczne możliwości zwiększenia wartości przedsiębiorstwa poprzez realizację procesu segmentacji rynku. Przedstawiono praktycznie w jakim zakresie segmentacja rynku jest postrzegana jako czynnik wzrostu wartości przedsiębiorstwa przez przedsiębiorstwa turystyczne.
EN
In the theoretical part of the paper there is defense of a thesis that market segmentation potentially and indirectly influences the value of enterprise, by shaping the point of entry for some proper marketing activities. The real benefits depend on the quality of segmentation process performed (the appropriateness of segmentation criteria and procedures chosen). In the practical part there are presented results of the author's research on how market segmentation is being viewed in tourism enterprises as their value's growth factor. In general the tourism enterprises know and take advantage of market segmentation, but at the same time they think that market segmentation hardly influences their enterprises' values. On average, every third company researched declared that segmentation is an important marketing factor shaping enterprise's value, but only in 8% of tourism firms segmentation is being treated as the most important factor. One can see the bigger role of market segmentation in the process of enterprises' value creation in those companies which operate on developing markets, on markets with significant and quick changes, on a nationwide scale, in strong competitive conditions, in large companies with foreign or mixed capital and managerial custody, evaluating their financial condition as a very good one. (original abstract)