Turystyka aktywna w strategii rozwoju turystyki w województwie wielkopolskim

Abstract

Civilization, demographic and socio-cultural changes force the tourist economy to formulate the new strategies for its further development, taking into account the expectations and needs of consumers - tourists, but also (and perhaps primarily) the interests of local communities, the natural environment and cultural heritage. The considerations presented in the article apply to active tourism – very rapidly growing in our country, which is the result of changes in the model of spending free time among Polish citizens. In the recently developed regional strategies for tourism development active tourism is seen as one of leading, future-oriented segments of the tourism market. The study undertakes the attempt to demonstrate, on the example of the tourism strategy for the Wielkopolska Region, that actually active tourism could be the branded product for many regions, not only within the country, but also at international level.

Keywords

• active tourism
• brand
• tourism product
• strategy of development
• region