Współczesny marketing w turystyce i jego specyfika
CONTEMPORARY MARKETING IN TOURIST INDUSTRY AND ITS SPECIFIC FEATURES

Summary/Abstract: This paper is the theoretical concept of specific features of marketing in tourism. The starting point is the assumption that the main principles of marketing are universal and sustainable, for each economy sector and market segment. However, considering the new circumstances and new challenges of the twenty-first century we should seek specific marketing concepts in tourism. The author indicates and describes the following five specific features of marketing in tourism: interdisciplinary and multi-dimensionality of tourism, the application the principles of experience economy in marketing, new concept of systemic products, the features and specificity of tourist stream, advantage of new opportunities in the e-marketing.

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