Marketing orientation of tour operators on the European travel agency market
The article addresses implementing the marketing concept to the activities of travel agency market entities using the example of tour operators. The issues of the essence of marketing orientation and the stages of its development are presented. Then, theoretical information on the functioning of the...
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| Format: | Article |
| Language: | English |
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Military University of Land Forces
2020-12-01
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| Series: | Scientific Journal of the Military University of Land Forces |
| Subjects: | |
| Online Access: | http://zeszyty-naukowe.awl.edu.pl/gicid/01.3001.0014.6067 |
| _version_ | 1818876794365804544 |
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| author | Aleksander Panasiuk |
| author_facet | Aleksander Panasiuk |
| author_sort | Aleksander Panasiuk |
| collection | DOAJ |
| description | The article addresses implementing the marketing concept to the activities of travel agency market entities using the example of tour operators. The issues of the essence of marketing orientation and the stages of its development are presented. Then, theoretical information on the functioning of the travel agency market is given, along with an indication of the processes taking place in this market. Therefore, the paper discusses the position of tour operators on the tourism market and the problem of shaping the marketing orientation by tour operators in more detail. The relationships of entities in the system of creating marketing orientation on the travel agency market and the factors that determine it are presented. The methodology of the empirical research and the results of research on the level of marketing orientation of tour operators operating in Poland and selected European countries are described synthetically. The study was conducted in the second half of 2016 based on a survey. The research covered 204 tour operators from Poland and 176 from selected European countries. The study aims to present the concept of tour operators’ marketing orientation, together with the presentation of the results of research assessing the level of marketing orientation of tour operators operating in Poland and selected European countries. The work is theoretical and empirical. |
| first_indexed | 2024-12-19T13:48:03Z |
| format | Article |
| id | doaj.art-ea0168e9ffa047d7b1984a9f0a4488a9 |
| institution | Directory Open Access Journal |
| issn | 2544-7122 2545-0719 |
| language | English |
| last_indexed | 2024-12-19T13:48:03Z |
| publishDate | 2020-12-01 |
| publisher | Military University of Land Forces |
| record_format | Article |
| series | Scientific Journal of the Military University of Land Forces |
| spelling | doaj.art-ea0168e9ffa047d7b1984a9f0a4488a92022-12-21T20:18:49ZengMilitary University of Land ForcesScientific Journal of the Military University of Land Forces2544-71222545-07192020-12-01198496497310.5604/01.3001.0014.606701.3001.0014.6067Marketing orientation of tour operators on the European travel agency marketAleksander Panasiuk0Faculty of Management and Social Communication, Jagiellonian University in Krakow, PolandThe article addresses implementing the marketing concept to the activities of travel agency market entities using the example of tour operators. The issues of the essence of marketing orientation and the stages of its development are presented. Then, theoretical information on the functioning of the travel agency market is given, along with an indication of the processes taking place in this market. Therefore, the paper discusses the position of tour operators on the tourism market and the problem of shaping the marketing orientation by tour operators in more detail. The relationships of entities in the system of creating marketing orientation on the travel agency market and the factors that determine it are presented. The methodology of the empirical research and the results of research on the level of marketing orientation of tour operators operating in Poland and selected European countries are described synthetically. The study was conducted in the second half of 2016 based on a survey. The research covered 204 tour operators from Poland and 176 from selected European countries. The study aims to present the concept of tour operators’ marketing orientation, together with the presentation of the results of research assessing the level of marketing orientation of tour operators operating in Poland and selected European countries. The work is theoretical and empirical.http://zeszyty-naukowe.awl.edu.pl/gicid/01.3001.0014.6067marketingmarketing orientationtravel agency markettour operator |
| spellingShingle | Aleksander Panasiuk Marketing orientation of tour operators on the European travel agency market Scientific Journal of the Military University of Land Forces marketing marketing orientation travel agency market tour operator |
| title | Marketing orientation of tour operators on the European travel agency market |
| title_full | Marketing orientation of tour operators on the European travel agency market |
| title_fullStr | Marketing orientation of tour operators on the European travel agency market |
| title_full_unstemmed | Marketing orientation of tour operators on the European travel agency market |
| title_short | Marketing orientation of tour operators on the European travel agency market |
| title_sort | marketing orientation of tour operators on the european travel agency market |
| topic | marketing marketing orientation travel agency market tour operator |
| url | http://zeszyty-naukowe.awl.edu.pl/gicid/01.3001.0014.6067 |
| work_keys_str_mv | AT aleksanderpanasiuk marketingorientationoftouroperatorsontheeuropeantravelagencymarket |