Wiedza o nabywcach usług turystycznych w świetle badań ankietowych biur podróży w Polsce

Abstract

The article characterizes the selected information sources referring to the clients of travel services(activity on websites or social networks and mobile applications used), next an attempt is made to transform the information collected from the aforementioned sources into knowledge allowing effective marketing management of a tourist enterprise. The empirical part of the article presents the authors’ own research results regarding the evaluation of the above knowledge sources’ usefulness level in the actual practice of travel agencies functioning in Poland.

Keywords

• knowledge
• information
• travel agency
• marketing management