Planowanie i wdrażanie komunikacji marketingowej miasta na przykładzie Lublina

At present, effective city management requires the use of modern forms of communication. The progress that has been made over the Internet has provided huge opportunities for interactive communication and information transfer. The aim of the study is to review and characterize the activities carried out by the city of Lublin in creating its marketing communication over the last ten years. The basic methods used were expert interviews and quantitative and qualitative analysis of strategic documents and literature. The fi ndings concern on tools used in the process of shaping the image of the city and promoting urban tourism: the mobile application, profi les on FB and the Lublin Tourist Card. Activities undertaken in Lublin indicate that the huge role of social media and Web 2.0 tools in the promotion of the city has already been noticed. The tourist image of the city is being created by means of modern communication tools. This image is a key factor in decisions taken by tourists regarding their travel destination.Efektywne zarządzanie miastem wymaga wykorzystania nowoczesnych form komunikacji. Postęp, jaki dokonał się w Internecie, dostarczył ogromnych możliwości w zakresie interaktywnego komunikowania się i przekazywania informacji. Celem pracy jest przegląd i charakterystyka działań realizowanych w zakresie kreowania komunikacji marketingowej, podejmowanej w ostatnich dziecięciu latach przez miasto Lublin. W analizie wykorzystano metodę wywiadu eksperckiego oraz przeglądu literatury i dokumentów strategicznych. Opisane wyniki badań dotyczą najnowszych narzędzi stosowanych w procesie kształtowania wizerunku miasta i promowania turystyki miejskiej: aplikacji mobilnej, profi li na FB i Lubelskiej Karty Turysty. Działania podejmowane w Lublinie wskazują, iż dostrzeżono już ogromną rolę mediów elektronicznych oraz społecznościowych w jego promowaniu. Przy wykorzystaniu nowoczesnych narzędzi komunikacji kreowany jest turystyczny wizerunek miasta, stanowiący kluczowy czynnik wpływający na decyzje podejmowane przez turystę, dotyczące wyboru miejsca docelowego swojego wyjazdu

Selected Aspects of the Tourist Space of the Lublin Region (Case Study)

The article presents the results of studies on the tourist space of the Lublin Region conducted so far by employees of the Department of Regional Geography and Tourism at the Faculty of Earth Sciences and Spatial Management of the Maria Curie-Skłodowska University. The studies, regarding the environmental and cultural tourist values, the level of management and transport accessibility, as well as selected elements of the tourism policy of the local authorities, permitted the determination of the tourist potential of spatial units (administrative and physicogeographical) with various importance and character. Areas with varied degrees of attractiveness were distinguished based on their tourist potential. Those classified as attractive and very attractive were described in detail in terms of: the degree of development of the tourist function, functional types of spatial units, perception of tourist space by users, and attitudes of the local community towards the development of tourism

New forms of tourism space in Croatia

Croatia is a country in which tourism plays an important role. It has become an important source of income for its inhabitants, especially on the coast. Tourist values of Croatia predispose it, first of all, to the development of mass tourism. According to Eurostat in 2014 the coast of Croatia granted 63.3 million tourist nights, which makes up 95% of tourist nights in the country. The vast majority of tourists are foreign tourists – they represent 92% of all tourists in Croatia and 96% of tourists vacationing on the coast. The Croatian coast was ranked 4th in Europe, after the Canaries, Paris and Catalonia according to number of nights spend in tourist accommodation establishment (Eurostat Regional Yearbook 2016). Despite such intensive tourist movement in Croatia there are some secluded places, visited only by small number of people. Among the accommodation facilities offered in such places, we can find the so-called “Robinson accommodation establishment”, usually located in remote bays on the islands, isolated from human settlements and located next to the sea. Most of them are houses which were originally small summer cottages or farm buildings located in the vicinity of vineyards and olive groves belonging to the nearby living Croats. Therefore, most of the objects doesn’t have an asphalt road – in most cases there is quite a difficult last stage of trip leading a steep, gravel and very winding road (with a length of even a few km). Moreover, not all facilities are equipped with a electricity (sometimes available only from the generator) or warm tap water (sometimes heated by solar energy). In the article Author discusses the “Robinson accommodation establishment” offer of the Adria Databanka Among all objects to rent, 141 objects (4.3%) are classified as “Robinson accommodation establishment”. These facilities are spread on 11 islands and on one peninsula in Dalmatia. Of these, the largest number of objects 81 (57%) offers the island of Hvar. A smaller number is located on the islands of Brač (27 objects, 19%) and Pašman (12 objects, 9%) and on the peninsula Pelješac (10 buildings, 7%) (Table. 1). In total, they have 1,515 beds in 299 apartments. The largest number of beds in such facilities has Hvar – 1046, which makes up 69% of the total. The size of the offered objects varies from 1 to 12 apartments, in which there are from 2 to 59 beds. The average number of sleeping places is 11 (Tab. 1). One of the main advantages of “Robinson accommodation establishment” (next to the peace and tranquillity associated with isolation) is its location in close proximity to the sea. The average distance between the seas coast and the objects is 44 meters (Tab. 2). Only 10% of facilities are located 100 meters or more from the coast, while 74% of sites are located less than 50 meters from the water. The number of tourists accommodated in “Robinson accommodation establishment” is constantly growing. In 2001 only 12 people used this type of accommodation. In recent years, the number of tourist increased to over 5000. The largest number recorded in 2015 was 5337 people (Fig. 1). Tourists accommodated in “Robinson accommodation establishment” are mostly Czechs (where the headquarter of Adria Databanka is located) – about 2/3 of all tourists. After a dozen or so percent come from neighbouring countries such as Poland and Slovakia. “Robinson accommodation establishment” seem to be a perfect place for people who like to spend their vacations in a warm climate at the azure sea coast, but do not like to rest in the crowd

Tourism Function as an Element of Regional Competitiveness

Introduction. Regions can gain a competitive advantage in different ways, among others by making rational use of their resources in creating regional tourism products. Among these resources, what is of major importance, apart from having natural and cultural resources, is the tourist accommodation offered, which not only makes it possible to increase tourist traffic in the region but can also give it a competitive advantage over other regions. The accommodation and the tourist traffic recorded there can serve as indicators of the level of the development of the tourism function of a region and its dynamics. The aim of the current study is to determine, describe, and analyse the nature of the changes in the tourism function of all sixteen provinces in Poland

Landscape Changes Related to the Development of Tourism – The Example of the Recreational Area of Lake Białe and Lake Glinki

Introduction. The article contains an analysis of landscape changes taking place as a result of the development of tourism in the areas of Lake Białe and Lake Glinki (eastern Poland)

Tourist Potential of the łęczna-Włodawa Lakeland and Its Application in the Context of the Functioning of the Polesie National Park

Introduction. The conducted study regarding the environmental and cultural tourism values, level of management and transport accessibility, as well as selected elements of the tourism policy of the local authorities involved the determination of the tourist potential of the łęczna-Włodawa Lakeland. Areas of the łęczna-Włodawa Lakeland most attractive in terms of landscape are under protection in the form of the Polesie National Park. The article discusses the issue of the tourist exploration of the PNP. It presents information on the tourism management and tourist traffic rate and variability in the years 1993-2013. Material and methods. The article was prepared based on direct observations and research by the authors in the łęczna-Włodawa Lakeland. The research procedure performed in 15 communes involved the analysis of factors influencing the features of the tourist space of the łęczna-Włodawa Lakeland. The tourist potential of the communes was assessed based on 18 features classified into three groups (tourist values, tourist management, and transport accessibility). The assessment was expressed in numerical values of synthetic measures of tourist attractiveness specified for each of the communes. The tourist attractiveness of the area and degree of development of the tourist and holiday function were assessed in the context of the description of its tourist potential. Results. The synthetic measures of tourist attractiveness calculated by means of the method of multidimensional comparative analysis varied from 0.142 (Hańsk) to 0.368 (Włodawa). Out of 15 communes located in the Lakeland, 5 communes were classified as very attractive, 7 as attractive, and 3 as moderately attractive. The very attractive communes include: Włodawa, Urszulin, Sosnowica, Uścimów, and Ludwin. Very attractive communes are distinguished by the highest degree of development of the holiday function. They show a varied degree of activity of the authorities - Włodawa (high activity), Sosnowica, Uścimów, Ludwin (moderate activity), and Urszulin (no activity). Very attractive communes show a varied degree of development of the tourist function. It is the basic function for Włodawa, supplementary function for Uścimów, and additional function for Sosnowica, Ludwin, and Urszulin. Conclusion. The organisation of tourism space in the łęczna-Włodawa Lakeland in the area of the Polesie National Park offers extensive possibilities of practicing various forms of tourism while maintaining the good condition of the environment

Who is a tourist in national park? Roztocze national park survey results

Roztoczański Park Narodowy ma ogromny potencjał w zakresie rozwoju turystyki. W opracowaniu scharakteryzowano walory Parku związane z turystyką edukacyjną, przyrodniczą i wypoczynkową. Autorzy przedstawili wybrane dane i wskaźniki ruchu turystycznego dotyczące: długości pobytu, liczby odwiedzających, motywacji turystów i sezonowości. Wyniki badań wskazują, że aktywne uczestnictwo w edukacyjnej turystyce przyrodniczej powinno stanowić ważny kierunek w zakresie rozwoju produktów turystycznych na tym obszarze.Roztocze National Park is said to have a great potential for tourism development. This paper aims to summarize the Park with regard to education, nature and leisure tourism. The authors present some indicators of tourist traffic in the park: length of stay, number of visits, tourists’ motivation and seasonality. The findings of this paper discuss an active participation in educational nature tourism as an important direction for tourist products development

Course of Values of Key Performance Indicators in City Hotels during the COVID-19 Pandemic: Poland Case Study

The main goal of this article is to assess the functioning of hotels during the crisis caused by the COVID-19 pandemic. The analysis was carried out on the basis of selected Key Performance Indicators (KPI) in hotels in Polish cities (Kraków; Poznań; Tri-City: Gdańsk, Gdynia, Sopot; Warsaw; Wrocław). The time range of the analysis covers the whole period of the COVID-19 pandemic in Poland (March 2020–February 2022) with data for 2019—before the outbreak of the pandemic. The analysis of the collected results of OCC, ADR, and RevPAR generally indicates instability of the basic economic indicators dependent not only on the demand limited by the pandemic restrictions but also on the type of tourism prevailing in individual cities. There is a difference between the hotel industry in cities, based mainly on foreign guests and business tourism, and the hotel industry in tourist/coastal regions, which are dominated by leisure tourism. During the greatest restrictions, hotels in Poland recorded huge drops in KPIs: a 95% drop in OCC and RevPAR. It was also found that the instability of demand during the pandemic and rapid changes in the values of the indicators prove the need for greater use of KPI benchmarks