PRZYKŁADY DZIAŁAŃ MARKETINGOWYCH DOTYCZĄCYCH PROMOCJI RYNKU LUKSUSOWYCH REJSÓW WYCIECZKOWYCH W REGIONIE MORZA BAŁTYCKIEGO – STUDIUM PRZYPADKU GDYNI
EXAMPLES OF MARKETING ACTIVITIES UNDERTAKEN FOR PROMOTION OF LUXURY CRUISES MARKET IN THE WATERS OF BALTIC SEA – THE CASE STUDY OF GDYNIA

Summary/Abstract: Cruising is always going to be associated by tourists primarily with Mediterranean Sea, the Canary Islands, the Bahamas and the Caribbean. Due to the numerous advantages and tourist attractions, the Baltic Sea region occupies a strong position on the map of the biggest shipowners of luxury cruise ships. Of the greatest importance for the development of the market potential it is to chose marketing policy in a proper way. Applied research methods: literature review, analysis of source materials, analysis of statistical data, analysis of methods and marketing instruments allow us to conclude that participation in the Baltic Cruise Project provides tangible benefits for participating ports. Common marketing policy contributes to maintaining a similar level of passenger traffic, despite the observed global financial crisis and economic slowdown. By participating in the Baltic Cruise Project and additional marketing activities, Gdynia has a chance in the nearest future to maintain at a stable level, and in the coming years, with the global economic recovery, even to increase demand for tourist services in the region so rich in many qualities and attractions.

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