Wykorzystanie instrumentów ambient marketingu w turystyce

• Authors: Mirosław Marczak

Title variants

EN

The use of ambient marketing instruments in tourism

• Languages of publication: PL EN

Abstracts

EN

Ambient marketing includes any non-standard forms of marketing that combine marketing activities within the framework of both ATL (above the line) and BTL (below the line) strategies. The paper presents its examples in the tourist branch. In particular, it characterises the varieties of non-standard marketing, such as guerilla marketing, viral marketing trendsetting, buzz marketing, e-mail marketing and marketing games. Furthermore, examples are presented of the use of non-standard promotion means by various types of entities that function in a widely understood tourist market, including local government entities (e.g. communes, districts), local tourism organizations, regional tourism organizations, national tourism organizations and various companies that provide tourist services. In the article, a research thesis is accepted that ambient marketing instruments are more frequently used in the tourist market, which is developing so dynamically, and, on many occasions, their effectiveness is considerably greater than that of traditional marketing instruments.

Keywords

PL

inteligentne otoczenie; ambient marketing; ambient media; promocja

EN

ambient intelligence; ambient marketing; ambient media; promotion

• Publisher: Akademia Wychowania Fizycznego we Wrocławiu
• Journal: Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
• Year: 2014
• Volume: 45
• Pages: 130-137

Contributors

author

Mirosław Marczak

• Politechnika Koszalińska