This paper presents the most popular indicators of the tourist function , and supplements them with modern synthetic metrics. The subject of the application of these indicators is to measure of the tourism function in 31 European countries and making their classification according to the values of measurement used. Unusual problem of engaging research area in the country and not in the local formulation allows for a much more clear showing weaknesses of individual metrics that recognize the problem described. A fragmented approach to the tourism function, prompts to use of synthetic measures which prove to be more useful in classifying particular areas.
The article presents the applicability analysis of quantitative economic indicators in the management of Polish spas. At the beginning, the general economic indicators used by Polish managers are presented. Then the article describes the results of long-term research regarding the application of the indicators as well as a review of literature on the implementation of the indicators in the health tourism. A comparison analysis of the results of research done in 2003 and 2008 is also presented.
PL
Artykuł prezentuje analizę stosowania ilościowych wskaźników ekonomicznych w zarządzaniu polskimi przedsiębiorstwami uzdrowiskowymi. Na wstępie dokonano ogólnego przeglądu wskaźników ekonomicznych wykorzystywanych przez polskich menedżerów. Prezentowane charakterystyki wskaźników wynikają z wieloletnich obserwacji i badań autora oraz przeglądu literatury w zakresie implementacji wskaźników w turystyce zdrowotnej. Praca ukazuje również wyniki badań autora z 2008 r. na temat popularności poszczególnych grup wskaźników wśród menedżerów polskich sanatoriów. Prezentowana analiza jest jednocześnie okazją do porównania obecnych wyników z tymi, jakie uzyskano w podobnych badaniach w roku 2003.
The paper is an attempt to identify the direction of development that promotion tasks could take, and the way promotion could be adapted to future market conditions, resulting from changes that take place in the modern society. The authors also present and discuss selected instruments of promotion, considering their application in tourism. The point is that tourist products strongly influence promotion tasks. As a result, promotion of a touristic product is significantly different than in any other case. The usage of traditional commercials may soon turn out ineffective. They should be replaced with messages that emphasize how unique the offered product is, ensure that it is original, and recommend contact with the local culture, more freedom, and place for individuality. One can say that commercials and PR are the most important promotion tools for tourist products, whereas sales promotion is the most significant complementary instrument. However, the need for new promotion models will arise that use modern market communication media and commercial messages adapted to the current market.
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.