Kreatywność determinantą kształtowania przewagi konkurencyjnej w turystyce
Creativity as a determinant of shaping competitive advantage in tourism

Summary/Abstract: Tourism development creates new needs and expectations which in turn makes regions react more quickly to still growing tourists’ demands and adapt their offers to tourists’ needs. It is made possible thanks to innovative solutions as a precondition of attaining competitive advantage and is basis of development of both enterprises and regions. However, creativity is the source of creation of new solutions, ideas, paths of development based on peculiar way of thinking. The article aims to show the importance of creativity in shaping competitive advantage in tourism. The analysis conducted for the needs of this paper allowed for positive verification of the hypothesis stating that creativity positively affects competitiveness of tourism regions in Europe.

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