Wartość usług turystycznych dla klienta jako instrument budowania jego lojalności wobec obszaru recepcji turystycznej (na przykładzie Krakowa)
Customer value from tourist services as the instrument of building the loyalty to the destination area (on the example of Krakow)

Summary/Abstract: The customer loyalty plays a very important part on today's globally and intensively competitive tourist market, therefore more and more reception areas begin caring about current visitors by establishing long-term relations with them. The purpose of this article is an attempt to show the impact of the satisfaction with the value of the travel services on the constancy to the tourist destination. The concept of the loyalty was explained and its types were specified. There were indicated the factors that mould the tourist loyalty, stressing in particular the importance of the customer value and its influence on the satisfaction. The empirical database of the study constituted the results of research of tourist movement carried out in Krakow in 2011.

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