ZARZĄDZANIE CENĄ W USŁUGACH TURYSTYCZNO – HOTELARSKICH
THE PRICE CONTROL IN THE SERVICE OF HOSPITALITY AND TOURISM MANAGEMENT

Summary/Abstract: The article underscores the importance of price as a marketing factor and looks at what the pricing policy should be like, not only as a result of the external forces operating on the market and the market situation of a given product, but also as a result of internal actions of a tourism company itself. In order to know how to prepare, determine and use pricing as a marketing tool, we need to have a complete image of the market and a clear idea of consumer behaviour and their notion of product/service value, as well as their interpretation before the purchase of the product-service. Tourism companies and hotels, depending on external and internal factors, can and should apply various concepts and pricing strategies, to allow them to stay afloat in the market, launch new cost-effective products, enter new market segments, compete with others and ensure positive economic relations.

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