Wybrane aspekty marketingu w działalności lubelskich biur podróży
Selected aspects of marketing in the activities of Lublin travel agencies

Summary/Abstract: The objective of this study has been the analysis of marketing actions taken by Lublin travel agencies, paying special attention to applying marketing tools used for increasing the products sales volume and thereby strengthening their market position among the competition. The analyses of marketing activities concerned, among other things, the location of offices, their décor, promotional tools used, staff trainings as well as cooperation with tour operators. Even though each of the above-mentioned elements seems to be significant and a policy carried out in a wellthought- out and methodical way may produce the expected financial results and enfeeble the seasonal character of the tourist movement, Lublin entrepreneurs not always take advantage of well-tried tools in practice. This is especially noticeable in the lack of appropriate staff trainings, marking of travel agencies as well as the choice of office spaces and their décor

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