Marketing Orientation of Entities on the Tourism Market

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...

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Autor principal:	Aleksander Panasiuk
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	marketing marketing orientation tourism market tour operator market tour operator Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/cc5b0a26e61e48119423930331143511
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id	oai:doaj.org-article:cc5b0a26e61e48119423930331143511
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spelling	oai:doaj.org-article:cc5b0a26e61e481194239303311435112021-11-11T19:42:10ZMarketing Orientation of Entities on the Tourism Market10.3390/su1321120402071-1050https://doaj.org/article/cc5b0a26e61e481194239303311435112021-10-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/12040https://doaj.org/toc/2071-1050The 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.Aleksander PanasiukMDPI AGarticlemarketingmarketing orientationtourism markettour operator markettour operatorEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12040, p 12040 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	marketing marketing orientation tourism market tour operator market tour operator Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	marketing marketing orientation tourism market tour operator market tour operator Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Aleksander Panasiuk Marketing Orientation of Entities on the Tourism Market
description	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.
format	article
author	Aleksander Panasiuk
author_facet	Aleksander Panasiuk
author_sort	Aleksander Panasiuk
title	Marketing Orientation of Entities on the Tourism Market
title_short	Marketing Orientation of Entities on the Tourism Market
title_full	Marketing Orientation of Entities on the Tourism Market
title_fullStr	Marketing Orientation of Entities on the Tourism Market
title_full_unstemmed	Marketing Orientation of Entities on the Tourism Market
title_sort	marketing orientation of entities on the tourism market
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/cc5b0a26e61e48119423930331143511
work_keys_str_mv	AT aleksanderpanasiuk marketingorientationofentitiesonthetourismmarket
_version_	1718431492812570624

Marketing Orientation of Entities on the Tourism Market

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