Digitalizacja usług w modelu biznesowym przedsiębiorstwa uzdrowiskowego na przykładzie programu Kuracjusz
Digitalisation of Services in the Business Model of a Spa Enterprise Based on the Example of the “Kuracjusz” Program

Summary/Abstract: The right balance between technology and management is becoming a modern challenge for many managers, especially those who believe that the world of artefacts is a reality. Relationships with clients shaped in the management process, as well as relations between employees should determine technological development, especially in a spa enterprise. In addition, the type of business, organisational culture, and customer segment should stimulate the selection of appropriate models using digitalisation. Only a combination of virtual and direct relationships can make a spa company successful. Spatial contact – as the most important category in social sciences – does not seem to be entirely crowded out over the Internet in this service sector. The aim of the article is to indicate the place of digitalisation in the business model based on the example of a spa company. The article therefore presents a review of positions on the business model, own proposition of the business model, as well as the importance of digitalisation in business models and the use of e-tools based on the example of the “Kuracjusz” program in a health resort. The proposition is the harmony model, as a solution between traditional management based on direct relations, and virtual management.

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