Marketing Orientation of Entities on the Tourism Market

Abstract

The tourism market is characterized by a high level of competition. Hence, the entities providing tourism services and creating their offers in tourist destinations take actions aimed at satisfying the consumers’ (tourists’) needs. These activities are realized by achieving the appropriate level of marketing orientation. In terms of behaviour, marketing orientation is based on the implementation of a marketing concept focusing on customers’ needs and also on the achieved economic results. In cultural terms, marketing orientation should be understood as a type of business culture. The study is of theoretical, empirical and conceptual nature. The theoretical part presents the following issues: genesis and essence of marketing orientation and methods of its measurement, the concept and the scope of the tourism market, along with the implementation of marketing orientation issues necessary to assess the functioning of entities on this market. The concept of a system of connections of a selected type of tourist market entity with other entities in terms of shaping marketing orientation was presented. An example of the research on the level of marketing orientation on the tour operator market in selected European countries was presented in the empirical part. Tour operator market entities in Poland are characterized by a slightly higher average marketing orientation than entities from other European countries. Tour operators operating on the Polish market are also more diversified in terms of the level of marketing orientation than entities from other surveyed European countries. The main aim of the study is to adapt the theoretical and methodological issues related to the assessment of the level of marketing orientation to the entities operating on the tourism market. The specific aim is to analyze the level of marketing orientation of the entities on the tour operator market. The following research methods were used: a critical analysis of the literature on the subject, methods of logical operations; observation, quantitative methods, and diagnostic survey based on a standard questionnaire.

Factors Influencing the Digital Tourism Marketing of Generation Z Tourists "Applied to the Egyptian Tourist Destination"

“…It aims at maximising tourism revenues by urging tourists to increase their visits to the destination (Samatovich, 2021). Furthermore, it is responsible for looking for new target markets and understanding tourists' needs and travel motivations (Panasiuk, 2021). The tourism marketing mix is a set of items that can be utilised to influence on the person's reaction to the offered products and services (Rathnayake et al, 2022).…”

Perception of Poland's Tourism Brand in the Opinion of Students in Selected Countries

“…One of the fundamental factors influencing the increase in the number of incoming tourists is undoubtedly the recognition of the tourism brand of a region or country (Pike and Mason, 2011;Marczak, 2018) or actor operating in the tourism business (Chivandi et al, 2020;Kuseni et al, 2021;Abouseada et al, 2023). More broadly, it is the marketing orientation of entities within tourism (Panasiuk, 2021). Territorial marketing of countries is of fundamental importance, the research of which already has a rich history, encompassing theoretical contributions (Fan, 2006;Klein et al, 2019;Gertner and Freire, 2018;Cavalcante et al, 2021;Freire at al., 2022;Pahrudin et al, 2022), selected values (Im et al, 2012;Wendt et al, 2019) and specific case studies of countries (Anholt, 2000;2002;Florek, 2005;Loo and Davies, 2006;Dinnie, 2009;Tran et al, 2020).…”

Perspectives for the Development of Sustainable Cultural Tourism

“…Thus, with the decrease in tourist mobility, the development of virtual tours of the different tourist objectives in general, and of cultural tourist objectives in particular was accentuated by the use of multimedia elements [16][17][18][19]. The new conditions require both the adaptation of consumers to the changed pandemic scenario as well as changes in tourist package offers, especially to the various stakeholders interested in tourism policies for comparative analysis [20][21][22].…”