ORGANISATIONAL ASPECTS OF DEVELOPMENT OF TERRITORIAL MARKETING IN TOURIST COMMUNES

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Published:
Dec 28, 2013
Issue
No. 10(59) (2013)
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Wiesława Kuźniar
Uniwersytet Rzeszowski
https://orcid.org/0000-0001-8562-3511

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.96
Keywords : commune, organisation of marketing, marketing leader, rural tourism
Abstract
A territorial unit may variously implement the assumptions in the scope of marketing, part of the actions are performed on their own, the other part is outsourced. The division among the employees of a unit and external specialists has to be based on constant cooperation, both in the scope of strategic actions as well as operational. The studies conducted in 30 communes of podkarpackie voivodship indicated that the communes of developed tourism are more marketing active in relation to units which are starting their tourist activity. The assessment regards not only promotion attractiveness but is also reflected in the organisational structure of a communes. In the communes which can be defined as “model” like, the development of marketing orientation is seen in marketing research conducted on selected organisational units or on higher competences of the persons responsible for coordinating marketing actions.

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How to Cite
Kuźniar, W. (2013). ORGANISATIONAL ASPECTS OF DEVELOPMENT OF TERRITORIAL MARKETING IN TOURIST COMMUNES. The Scientific Journal European Policies, Finance and Marketing, (10(59), 444–450. https://doi.org/10.22630/PEFIM.2013.10.59.96
References

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Domański T.: Marketing dla miasta i regonu. Ekspansja czy regres myślenia marketingowego [w:] Ekspansja czy regres marketingu, red. E. Duliniec, L. Grabowski, Mazur J., Strzyżewska M., W. Wrzosek, PWE, Warszawa 2006.

Kuźniar W.: Aktywność marketingowa gmin i jej oddziaływanie na rozwój turystyki wiejskiej, Wydawnictwo Uniwersytetu Rzeszowskiego, Rzeszów 2013.

Szromnik A.: Marketing terytorialny. Miasto i region na rynku, Oficyna Wolters Kluwer, Kraków 2008.

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