Koncepcja orientacji marketingowej touroperatorów
The marketing orientation concept of touroperators

Summary/Abstract: The paper presents the issues of implementation of the marketing concept to the activities of touroperators. It shows the essence of marketing orientation and phases of its development. Then it points to the place of touroperators in the tourism market and issues related to the evolution of marketing orientation by touroperators. The article discusses the relationship of entities in the system creating of marketing orientation on touroperators market and factors that determine it. The aim of this paper is to present the concept of marketing orientation of touroperator market entities, indication of the elements that determine the level of marketing orientation resulting from the touroperator links with other participants in this market.

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