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Polityka promocji jednostki samorządu terytorialnego w kreowaniu wizerunku obszarowego produktu turystycznego (na przykładzie gmin województwa zachodniopomorskiego)

100%
Orfin K.
Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
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2015
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vol. 50
129-135
EN
In the contemporary market conditions, creating the tourism product image requires conducting proper promotion policy, including the selection of appropriate instruments. This process is noticeable in the context of the strategic activities of major cities, provinces, or countries. Promotion policy in creating the image of the tourism product should also be applied at the local level: not only in relation to large cities (municipalities) or counties but also with rural and urban-rural entities. The specificity, complexity, and often ambiguous identity of the entities have made creating the image of the tourism product in municipalities less popular. The purpose of the article is to present the essence, as well as the benefits of the promotion policy in creating the image of the regional tourism product on the basis of a research performed in the West Pomeranian province municipalities.
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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
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2014
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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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