Czy kultura sprzedaje turystykę? Znacznie walorów kulturowych w promocji sprzedaży usług turystycznych w mieście na przykładzie akcji „Poznań za pół ceny!”

• Authors: Piotr Szmatuła , Piotr Zmyślony

Title variants

EN

Culture sells: the value of cultural resources in promotional pricing of urban tourism product. „Poznań for half-price!” case study

• Languages of publication: PL

Abstracts

EN

The paper fits into the overall discussion on the relations between culture and tourism. The thesis of a non-commercial nature of cultural resources as components of a territorial tourism product has been verified as the result of five-year long research on the effectiveness of price cuts of tourist services in the form of an annual marketing event "Poznań for half price!". The aim of the paper is to determine to what extent cultural resources contribute to the benefits of organized price reductions. The results show that the effect of inclusion of culture resources to the event program is based on a synergy, especially between accommodation and catering services and cultural values. The synergy results in both the growth of sales of tourist services and a number of visitors to museums or participants in cultural events, and the increase of an attractiveness of the city. The added value of the paper is a measurable dimension of an academic discussion on commercial aspects of the relations between culture and tourism, as well as the long-term range of the research.

Keywords

PL

turystyka miejska, walory kulturowe, promocyjne obniżki cenowe, marketing terytorialny, miasta, Poznań

EN

urban tourism, cultural resources, promotional pricing, place marketing, cities, Poznań

• Publisher: KulTour.pl - Organizator Turystyki Kulturowej i Edukacyjnej, Poznań, Polska
• Journal: Turystyka Kulturowa
• Year: 2013
• Issue: 1
• Pages: 5-43

Dates

published

2013-01-01

Contributors

author

Piotr Szmatuła

• Stowarzyszenie Pilotów i Przewodników Turystyki Kulturowej

author

Piotr Zmyślony

• Uniwersytet Ekonomiczny w Poznaniu