Lojalność odwiedzających wyzwaniem dla obszaru recepcji turystycznej w obecnych warunkach rynkowych
The loyalty of visitors as a challenge for the tourist destination area in current market conditions

Summary/Abstract: The hypothesis constructed in the title of this article was validated theoretically and empirically. The essence, factors and consequences of the loyalty of customers, as well as the trends in contemporary consumption (also tourist), which are shaping its level, were characterized. The measures of the loyalty of customers were listed, focusing the particular attention on one of the simplest in the measurement and in the interpretation – Net Promoter Score. Finally, the loyalty of tourists visiting one of the most popular Polish tourist cities – Cracow, was analyzed, using the results of research conducted there in the years 2008-2011.

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