Zmiany w zachowaniach klientów usług turystycznych jako szansa a ryzyko dla biur turystycznych
Changes in the behavior of customers of tourist services as an opportunity and risk for travel companies

Summary/Abstract: Effective functioning and competitive ability of travel agents depends on their adaptation to the expectations of a modern customer and also on appropriate responding to changes in a highly turbulent environment. According to the authors, changes on the market of tourist services are a powerful stimulus for the development of tourism companies on the one hand, and the most significant threat on the other, which means they must be taken into account in the company strategy. The purposes of this study are to analyze the changes in consumer behavior on the tourism market, the risks and opportunities associated with them based on selected travel agents of Lublin Voivodeship and also to develop some recommendations for reducing the consumer risk and increasing the competitiveness of tourism businesses.

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