Excessive tourist traffic concentration in cities of high tourist attractiveness often leads to overtourism, manifested, among others, by overcrowding in appealing areas and means of transport, rising prices, or degradation of natural and cultural resources. The effects of an excessive number of tourists include an unfavourable change in the local community's attitude towards tourists. The paper determines the extent and forms of overtourism symptoms in Wrocław, Poland. The research allowed for the identification of negative and positive effects of tourist traffic in Wrocław as perceived by three groups of respondents: experts, Wrocław residents: key experts from the scientific, administrative, planning, and business communities; people directly involved in tourist services; and students of tourism. The crucial part was direct research, conducted in November 2019 with a questionnaire technique. The results confirm symptoms of overtourism in Wrocław, but the threat is not significant. The article shows specific potential overtourism threat factors; the respondents' opinions did not significantly differ between the groups. The presented findings and conclusions may be useful in developing the tourism policy of this and other cities, especially regarding sustainable development of tourism and the potential threat imposed by overtourism. The methodology may be used in similar comparative studies in other cities.
Artykuł jest refleksją teoretyczną opracowaną w poszukiwaniu specyficznych cech marketingu w turystyce. Punktem wyjścia jest założenie, iż fundamenty marketingu są uniwersalne i trwałe, nie zmieniają się dla każdej dziedziny gospodarki czy segmentu rynkowego. Jednak w obliczu nowych uwarunkowań i nowych wyzwań XXI wieku warto poszukiwać specyficznych koncepcji marketingowych w turystyce. Autor wskazuje i opisuje pięć następujących specyficznych właściwości marketingu w turystyce: konieczność uwzględniania interdyscyplinarności i wieloaspektowości turystyki, zastosowanie w marketingu zasad ekonomii doświadczeń, wykorzystanie koncepcji produktów systemowych, uwzględnienie cech i natury ruchu turystycznego, a także skorzystanie z nowych możliwości zawartych w e-marketingu. Wprowadzenie Kiedy spogląda się na turystykę oczami ekonomisty, dostrzega się oczywistą rolę rynku i marketingu w funkcjonowaniu tej ważnej dziedziny życia i gospodarki. Rynek jest tu płaszczyzną konfrontacji zmieniających się potrzeb konsumentów i możliwości ich realizacji z ofertami podażowymi, które również podlegają ciągłemu doskonaleniu. Mechanizm rynkowy pozwala nieustan-CONTEMPOR ARY MARKETING IN TOURIST INDUSTRY AND ITS SPECIFIC FEATURES
The aim of the paper was to identify the potential impact of ecotourism on tourism market participants. The methodology was based on the research of literature on ecotourism and tourism market, debate, and own reflection. The results prove that ecotourism significantly influences the awareness and attitudes of tourism market participants. It can serve as a tool to facilitate an alliance between tourism and the natural environment. Ecotourism can provide multidimensional advantage to tourists, entrepreneurs, inhabitants, and the nature itself. The paper indicates the directions of further research on ecotourism.
SummaryThe aim of this study is to formulate and highlight the thesis on reasonability and capability of applying such attitudes and pursuing such activities in the practical operation of institutions of higher education that reflect the idea of the entrepreneurial university which has become prominent nowadays. The idea is described in brief and its present status is indicated here. The authors are seeking conditions for the practical implementation of this idea. They formulate four attributes of the entrepreneurial university, naming them economic, market, innovative and managerial orientations. They point to specific criteria of identifying each of the orientations. They present the general assessment of entrepreneurship of Polish institutions of higher education. Their conclusions highlight the most topical conditions for implementing the idea of entrepreneurial university, such as: building the economic strength and market position of the university, developing relations with the socioeconomic environment, internationalisation and innovativeness. The authors give support to the idea of the entrepreneurial university but -by examining the Polish reality -they notice the need for actions in the sphere of law, which regulates the university's capabilities to act, and point to the need for entrepreneurship-oriented transformations of lawyers and university management staff's awareness.
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