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Instrumenty promocji w kształtowaniu pozycji konkurencyjnej produktu turystycznego gmin województwa zachodniopomorskiego

100%
Orfin K.
Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
|
2014
|
vol. 46
103-111
EN
Shaping the competitive position in the tourism market is an important process that determines the functioning of market entities in the often variable environment. The attractiveness of the tourism product offered on the market should be raised among specific target groups, and shaped to achieve their objectives. The paper focuses on the choice of instruments in the promotion context of shaping the competitive position of the tourism product understood in terms of the area – municipalities of Zachodniopomorskie voivodeship. On the basis of survey methods, the author specifies the range of promotion instruments used by Zachodniopomorskie voivodeship municipalities, which are also used for building the competitive position on the market. The possibility of applying modern solutions in marketing communications is also indicated.
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