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in the keywords: turystyka miejska, walory kulturowe, promocyjne obniżki cenowe, marketing terytorialny, miasta, Poznań

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

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Szmatuła P., Zmyślony P.

Turystyka Kulturowa

2013

issue 1

5-43

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.

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1 Turystyka Kulturowa

1 Szmatuła P.

1 Zmyślony P.

1 2013

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