Współczesne wyzwania rynku dla przedsiębiorstw z sektora uzdrowiskowego (studium przypadku – uzdrowisko „Kołobrzeg” S.A.)
Modern market challenges for business of spa (case study “Kołobrzeg Spa S.A.”)

Summary/Abstract: The article discusses the problem of contemporary market challenges with reference to the sector of spa tourism. The starting point of the discussion was the hypothesis of the current archaic system of organization and funding of national companies of therapeutic stays in spas. The adoption of solutions reducing the length of patients’ stay at the same time intensifying medical procedures can become the first non investment determinant of revenue growth and spa enterprises profitability improvement as well as a factor of the National Health Fund expenditure rationalization on spa treatment For empirical purposes case study was used − profitability and treatment cost analysis on the example of “Kołobrzeg spa SA” The aim of research was to identify existing formal restriction as well as desired change directions, which would facilitate the use of data to improve the capacity and competitive position of companies from this sector at the micro or macro scale.

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