Evaluation of Selected Promotional Activities of Ski Resorts in Poland – A Study on Kotelnica Białczańska Ski Resort in Białka Tatrzańska

Abstract

Purpose. The article addresses the issue of choosing optimal communication methods for enterprises operating on the tourist service market with buyers of services in conditions of competition and a constantly changing environment. The aim of this study is to present the evaluation of effectiveness of selected promotional activities used by ski resorts in Poland on the example of Kotelnica Białczańska Ski Resort in Białka Tatrzańska. Method. To achieve the purpose of the work,field studies such as survey interviews were carried out among randomly selected 1,236 tourists – skiers, snowboarders and other people staying at the Kotelnica Białczańska Ski Resort. The group of respondents from Poland consisted of 1,159 people and from abroad, 77 individuals. The research was conducted during the 2014/2015 ski season. The questionnaire included e.g. issues related to the motives for choosing the studied ski resort as a place for skiing or snowboarding, the sources of knowledge about this ski resort and the promotional activities used by managers of the studied enterprise. Findings. In conclusion, it was stated e.g., that nowadays, the most important source from which current and potential customers get information about ski resorts is the opinion of their friends and family members. The second most important source of information is the Internet. However, promotional activities used intraditional media, despite the fact that they cover a significant part of the marketing budget, bring significantly weaker results than the opinion sand recommendations of friends or Internet marketing. Research and conclusions limitations. Exploratory research. Selected promotional activities were evaluated in the article. The author mainly focused on the activities used in traditional media. Practical implications. The results can be used in the management of ski resorts in Poland and abroad as well as by other tourist enterprises and local authorities. Originality. The article fills a gap concerning shortage of domestic scientific literature on the promotional activities used by commercial enterprises operating on the tourist service market. Type of paper. Empirical research.

Archives of Environmental Protection

“…The number of citizens of largest ski resort in the municipality, Białka Tatrzańska, is approx. 2,200 while according to Krzesiwo (2016) the number of tourists visiting only the Kotelnica Białczańska ski station in the winter season 2014/2015 reached 318,000 -342,000 people. Even if the lower number was taken into the calculations, this number is 144 times higher than the number of Białka Tatrzańska inhabitants.…”

“…Even if the lower number was taken into the calculations, this number is 144 times higher than the number of Białka Tatrzańska inhabitants. Moreover, even though possibly the most accurate estimation of the number of tourists is crucial for the sustainable development of tourist towns, it is an extremely diffi cult issue (Krzesiwo 2016). The most frequently used method for assessing the number of people visiting Polish tourist destinations was the one based on the registration of persons using collective accommodation facilities.…”

“…eight thousand places in 2014. In the winter season this was not suffi cient, therefore tourists were forced to stay in neighboring towns (Krzesiwo and Mika 2011). All this suggests that it is also extremely diffi cult to properly assess the number of population equivalent (PE) for which the newly built or modernized sewage treatment plant should be designed.…”

Jakość obsługi klienta w biurach podróży – przykład Krakowa

“…zadowolenie klienta z dostarczonej mu usługi jest jednym z czynników emocjonalnych wynikających z jakości świadczonych usług (Lovett i in. 2013), a wpływających na lojalność konsumentów i polecenie danej usługi osobom trzecim (Krzesiwo 2018;Żemła 2010). Współcześnie najskuteczniejszą formą marketingu jest tzw.…”

“…Klienci szukają opinii innych osób, ponieważ są one bardziej wiarygodne niż przekaz reklamowy. Im wyższy poziom zadowolenia klientów z usług turystycznych, tym pewniejsze, że zostaną one zarekomendowane poprzez przekaz ustny ich znajomym lub rodzinie, a przez internet także innym osobom (Krzesiwo 2014(Krzesiwo , 2018. z tego punktu widzenia monitorowanie jakości obsługi klienta w przedsiębiorstwach usługowych, w tym turystycznych, ma istotne znaczenie dla ich rozwoju i wzrostu przewagi konkurencyjnej na stale zmieniającym się rynku.…”