Marketing of Tourism and Recreational Services 231001-D
Konwersatorium (KON) Semestr zimowy 2022/23

Tourism as an area of consumption and production activities. The concept of tourism chain (journey)

Services, their qualities. The evolution of marketing concept.

Agents of tourism and recreational services marketing. Issues pertinent to SMEs marketing activities.

Purchasing behaviour of individual and organizational customers in the tourism market.

Distribution channels in the tourism and recreational markets, types and evolution.

Segmentation of tourism market. Segmentation criteria for individual and organizational customers. Evaluation of segments attractiveness.

Marketing planning - marketing audit, elements of the strategic plan, setting of objectives, basic analytical methods.

Marketing research and sources of marketing information - secondary data external and internal, primary data.

The concept of tourism product and its elements, product development, application of life cycle concept.

Servicescape. Branding, bundling and unbundling of tourism and recreational services.

Pricing of tourism services.

Managment of distribution channels for tourism and recreational services.

Promotion of tourism and recreational services.

New approaches to promotion of tourism and recreational services.

Tourism destination marketing.