The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans’ behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists—521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers’ country of origin is a significant factor when predicting their intention to use medical tourism services.

The main aim of the study was to investigate the role and importance of perceived risk in medical tourism (MT). The research demonstrates that the country of origin and an assessment of the respondents’ own health condition significantly moderates the impact of their attitudes on behavioral intention. The research shows a strong correlation between the risk perceived by the respondents and their attitudes towards MT services. This relationship is significantly moderated by risk awareness, aversion to risk and gender. Additionally, an important factor in the model is the level of satisfaction with medical services in their own country. The survey using a fully structured questionnaire was conducted among young consumers from Jordan, Poland and Turkey. To verify the hypotheses, a multiple regression model with interactions was used.

The development of technology, climate change as well as the cultural and social changes cause people to change their behavior, modify priorities and adapt to the new situation. Effectiveness and competitiveness, therefore, require up-to-date information on the market participants and factors affecting their behavior. As such, the aim of this article is to illustrate the impact of the weather conditions on participants’ attendance at various urban outdoor events, crucial for a leisure market. The study presents the relationship between the number of residents and tourists visits at the St. Dominic’s Fair in Gdańsk during individual days of the event and the weather conditions (temperature, precipitation, and sunlight intensity). As one of the data illustration methods, mobile phone-base-station logs were used to analyze consumer behavior. The study proved varying behavior of the residents and the tourists participating in the same event under different weather conditions emphasize these two diverse target markets’ complementarities.

Research and development projects constitute a specific group of activities carried out in the course of scientific research. The purpose of this article was the analysis of the planned research and development project related to the research on medical services market in Poland and Turkey in the aspect of cost optimization. The analyzed project was designed to examine consumer behavior in the market of a new and growing tourism sector, i.e. medical tourism. Medical tourism is currently defined as the traveling of people to a foreign country in order to undergo planned treatment there, caused by financial or qualitative reasons or due to the unavailability of services in the country of residence. The aim of the planned research project was to compare the behavior of two different groups of stakeholders on two different markets - Polish and Turkish. Efficient implementation of a research project requires precise planning of all activities that should be conducted. The performed analysis showed that regardless of the location of the planned project, its schedule consists of similar components, but the time and costs associated with the project will be different and will largely depend on the location of the research. In the article, in order to optimize the basic parameters of a research project carried out in various destinations, a traditional project management tool, i.e. the Gantt chart, was used, and complemented with the cost gradient concept. The use of both those tools made it possible to identify activities, the change of which has the greatest impact on the cost and time optimization of the project in Poland and Turkey. The analysis of the research project carried out in various destinations showed that, regardless of the location of the research project, shortening its time is associated with a similar increase in the cost of the project, despite the fact that it concerns different activities in both analyzed cases. As a rule, the implementation of a project, including a research project, should be preceded by planning, which enables its subsequent optimization using traditional project management tools.

The Role of Google in Communicating Blog Content in the Segment of Young Polish Millennials A blog as a tool of broadly understood electronic social communication is already a relatively mass and mature phenomenon; nevertheless, it is constantly absorbing the new capabilities and opportunities for development that appear in the environment. A similar phenomenon is observed on the Polish market, as the nature and profile of the Polish blogosphere is evolving due to the permanent development of new social media tools. New trends are emerging, and great emphasis is placed on the importance of selected aspects of blogging and online presence. This study discusses the validity of the thesis on the vital role of Google in communicating blog content despite the rising significance of social channels in this field. Based on the literature analysis in the introductory part of the study, the theoretical aspects of communication in social media are discussed, in particular the specific nature of blogging and blogosphere. The communication and social profile of the Y generation as the most populous segment in the community of Polish bloggers is also presented. In the discussion on trends in the Polish blogosphere, desk research is used in the form of reports and other industry studies analyses. In addition, the paper provides observations and conclusions from the author's experiment which involved the young millennial generation representatives running non-commercial private blogs on any topic they chose.