Determinanty zachowań nabywców na rynku usług turystycznych — w świetle badań
Determinants of consumer behavior in the tourism services market — in light of research

Summary/Abstract: All marketing strategies in the tourism services sector are meticulously tailored to acquired data. In aworld where consumers increasingly shape the market, tourism service provid-ers must demonstrate not only flexibility in adapting to the preferences of their target audience but also care in building lasting loyalty with customers. The aim of the study is to identify the deter-minants of consumer behavior in the tourism market. This article is based on the analysis of statis-tical data available in global (Statista) and Polish national databases (CBOS, Ipsos Poland, Ministry of Sport and Tourism data), as well as primary research conducted to identify the determinants of consumer behavior in the tourist services market, specifically focusing on travel agencies’ servi-ces. The research was conducted on asample of 156respondents from December 2022to September 2023. The research revealed the growing popularity of travel agencies’ services in Poland and the predominant role of price as the main determinant of the choice of atour operator’s tourist offer. Additionally, asignificant role of word-of-mouth marketing and user reviews in the decision-mak-ing process of customers was observed, as well as increasing importance of social media in the promotion of tourist services

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