Zakorzenienie społeczne jako stymulanta zaufania w kooperacji przedsiębiorstw turystycznych
Social embeddedness as a stimulant of trust in tourist entrepreneurs cooperation

Summary/Abstract: In the paper there was presented the issue of trust and social embeddedness of entrepreneurs in the economy. This is a concept authored by Mark Granovetter, according to which on economic decisions made by entrepreneurs not only economic factors, but also interpersonal (social) relations between entities, influence. The aim of the paper is to explain the way in which social embeddedness serves building trust in cooperation between partners being entrepreneurs in a tourism sector. In the first part – a literature review – there was presented cooperation in a tourism sector – the need of such a cooperation building was justified and its possible forms were identified. Afterwards, there was presented the way of understanding trust, its functions, dimensions and mechanisms. Further, there was presented the concept of social embeddedness. The second and third parts consist of methodology and results of empirical research conducted in 2013–2014 in Wisła municipality in the south of Poland. The paper is finished by a synthetic conclusions. In the paper there was showed that social embeddedness serves building trust in its different dimensions – cognitive and affective one, which in turn favors cooperation building in a tourism sector, this cooperation development and its effects.

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