Proceedings of the 3rd Business & Management Conference, Lisbon

MANAGEMENT OF TOURIST PRODUCT

ROBERT SAŁEK, JOANNA NOWAKOWSKA-GRUNT, ANNA BRZOZOWSKA, JUDYTA KABUS, ANNA WIŚNIEWSKA-SAŁEK

Abstract:

Promotion and operations conducted alongside it, aiming at giving a business or product class and prestige, have accompanied economy for ages. After transition from statist economic policy to free market policy, its influence has also become visible in Poland. It has given a whole new dimension to promoted products. On the other hand, proper functioning of tourism aided by various economic instruments is possible only when the essence of the issue of tourism as a social and economic phenomenon is correctly understood. If by this term we mean management of tourist traffic, benefits and sales of tourism goods aided by, i.e. promotion (the most important marketing tool), we will understand the economic benefits. This paper is an attempt to analyze the process of management of tourist product promotion. There have been presented tools used in promotion which includes brand and advertisement, among others. There has also been analyzed the essence of promotion in tourism.

Keywords: management, tourism, tourist product, promotion, marketing.

DOI: 10.20472/BMC.2016.003.020

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