Jakość jako element komunikacji marketingowej rodzinnego mikroprzedsiębiorstwa turystycznego świadczącego usługi noclegowe
Quality in the marketing communication of micro family businesses offering accommodation services

Summary/Abstract: Micro businesses form the largest group of entities offering services in the tourism market. That is a reason why it is justified to look for possibilities to build their competitiveness. In the study the author focuses on firms providing accommodation services. Hypothesis assumes that micro businesses focus in marketing communication on the physical elements of their products. At the same time they do not use the full potential of the “human factor”, including their family nature. In order to verify this claim, the author analyzed 100 firms’ web pages. The study was extended by the analysis of 300 opinions left on the booking.com portal. The results have shown that thanks to an owner, his commitment and work, family micro business has potentially more chances to stand out in terms of the quality of service. However, firms relatively poorly use the owner in marketing communication. It is surprising because an owner and the quality of service belong to the key elements of tourist’s recommendations.

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