Rola lokalnych społeczności w kształtowaniu zadowolenia i lojalności turystów na przykładzie Krakowa
The role of local communities in tourists’ satisfaction and loyalty forming on the example Cracow

Summary/Abstract: The developing economy and increasing competition has forced changes in marketing orientation of the market players. Nowadays they pay more attention to value delivered to the customers, and consequently – to their satisfaction and loyalty. In the case of tourism reception areas an important part of the values offered to tourists is not only the quality of services, but also the behavior of local community. The purpose of the paper is proving this thesis. Using the results of research of tourist traffic in Cracow in 2012 there was set out the significance of hospitality and kindness of the inhabitants for the overall satisfaction with the stay in the city. The hypothesis about the impact of the attitudes of the local communities on the loyalty which was declared by visitors is verified

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