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Memetic pool as a new approach in service quality analysisKrzysztof Stepaniuk A B S T R A C T This paper attempts to decompose, as well as perform a quantitative and qualitative analysis of the way to externalize the perception of the accommodation service. The research material consisted of the opinions of users of accommodation facilities, located in the vicinity of the twelve selected national parks in Poland. It was assumed that the reflection of the perception of the quality of the service process is the transfer of intangible content related to the service itself, which can be externalized, among other things, through entries in social networks.The study was conducted based on the theory of memes as cultural information carriers. According to this theory, in such a transmission, it is possible to distinguish certain components, which can be defined as memes. Therefore, it is possible to analyse and track their presence, transfer, as well as incidence. A memetic pool was constructed using the assumptions of the perceptual-cognitive model of the formation of the tourism image. It was a direct expression of the mental changes of the recipient, resulting from the use of the service. Studies of this type are intended to optimize the design of services in terms of building positive relationships on the line service provider-customer. At the same time, they allow for a slightly different, evolutionary approach to analyses, concerning the formation of the image of the service provider, as well as forming the expectations of service recipients. K E Y W O R D S accommodation service, service quality perception, meme theory, meme transfer, User Generated Content, memetic pool formation

Abstract. The main aim of this article was to research the impact of the content of recreational blogs on the change of attitude and behaviours of their recipients, as well as creating the basis to manage the content of blogs directed to achieve particular results. The study was conducted with the use of quantitative and qualitative content analysis. The contents of 691 comments left by 4 main types of commentators were analysed. The evaluation of individual entries was performed using the assumptions of the modified AIDA model of consumer behaviour. The possibility of a positive causal link between the presented content and the appearance of the signs of its impact on the behaviour of individuals tracking the posts has been proven to a minor extent only. Merely 0.5% of commentators and individuals were not engaged in running declared changing their way of life to a pro recreational and sports-related one. Conducting analyses directly on the large, narrative story-telling content with the use of a consumer behaviour model is a novelty of this paper and rarely appears in the scientific literature. The theoretical significance of the work is connected with the development of the theory of marketing management in the context of social networks content management.

Objectives:The scientific aim of the study was the implementation of the assumptions of tourist experience formation model according to Quan and Wang (2004) in the context of meme theory (i.e. carriers of cultural information, Dawkins, 1976) for evaluation and visualization of the expression of regional cuisine culinary experience by social network users. The quality of culinary service influencing consumer's experience is equal to memetic transmission forming and broadcasting. Such type of transmission is acquired and decoded by consumers for further expression, i.a. through social networks. According to meme theory, the formation and expression of culinary experience is the building of memetic maps described by the frequency of the appearance of certain memes. Data and methods: Research included ten catering facilities, serving dishes of the regional cuisine (Polish, Belarussian, Ukrainian, Lithuanian and Tartar), located in the Podlaskie Voivodeship and having an active profile in Facebook social network. 370 comments were considered from the period between May and September 2016, referring to the contents connected only with the culinary offer of the facilities taken into account. The quantitative and qualitative content analysis was performed. The classification of emotion according to Xu et. al (2015) was used in the semantic decomposition of posted comments. Positive (enjoyment, confidence, safety, positive associations) and negative (dissatisfaction, distrust, anxiety, lack of positive associations) content of posted comments referred to the decor of the inside (mechanic factor), the quality of service (humanic factor) and served dishes (functional factor) were distinguished and analysed (Wall and Berry, 2007).Results: The analysis of the obtained meme maps suggests the presence of positive relationship between presence of memes of holistic enjoyment and enjoyment associated with regional dishes (rS=0.67; p<0,05). Similar relationship was observed between sense of enjoyment as well as the formation of positive associations with regional cuisine (rS=0.67; p<0,05). Expression of anxiety is also highly connected with the negative perception of food quality (rS=0.65; p<0,05). Conclusions: Meme theory is an effective and useful framework for social media content analysis. The study had utilitarian character. Results can be used for the establishment of a system of the recommendation towards improving the quality of regional cuisine culinary services.

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