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Budowa i promocja marki miejsca na przykładzie uzdrowiska termalnego Uniejów

100%
Gorczyczewska E., Smętkiewicz K.
Studia Ekonomiczne
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2013
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vol. 144
395-408
EN
The article contains theoretical issues of territorial marketing and a case study of Uniejow. Uniejow is the first thermal spa in Poland and the first health resort in the Lodz region. This is a rapidly growing town thanks to the effective policy of its local government and appropriate, various promotional activities. A part of the article is devoted to the socio-economical situation of the town, it also shows some of the actions undertaken in the construction and promotion of the brand space in Uniejow. The final part of the article contains suggestions that may serve as useful guidelines for the local government in further shaping of the Uniejow community promotional strategy.
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Miejska turystyka uzdrowiskowa i kierunki jej ewolucji w Polsce

84%
Góra J.
Studia Ekonomiczne
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2013
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vol. 147
53-67
EN
Spa tourism is part of health tourism. Its basic purpose is to stay at the resort and use its facilities and methods of spa treatment in order maintain and improve health. Spa tourism is thus defined as traveling to spa resorts. The main purpose of such trips is to improve physical and mental well-being. Spas and the related services play an important role in ensuring socio-economic conditions while providing rest, recuperation, rehabilitation and prevention and therefore it is contributing to the health of citizens. On the other hand, they play an important role in the economy of cities and regions, stimulating economic development of the resorts, creating new jobs and activating local communities. Tourism which includes the trips to spa resorts for therapeutic purposes is one of the most important and fastest growing sectors of the world economy. The results of studies and research indicate that every year more and more Poles and foreign visitors use the spa resorts on an individual basis and on a commercial basis. Spa resorts in Europe constantly enrich and develop their offer with new services and products to reflect changing needs and preferences of customers. This trend should also be followed by Polish spa resorts aside the traditional methods of providing a wide range of spa and wellness services. One of the most important challenges facing the Polish health resort industry is to go beyond the services related only to spa and healing, and to focus on broadening their range of cultural and leisure-related services. Polish spa resorts moreover have a unique opportunity for development of more commercial and specialized services.
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