Turystyka Kulturowa. Czasopismo naukowe

Społeczności wokół marek destynacji turystycznych jako narzędzie wykorzystywane do zwiększania świadomości miejsc-czynniki skuteczności

Authors
  • Ewa Pisula

    Author

  • Marcin Kania

    Author

Keywords:
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Abstract

W warunkach globalnej konkurencji w branży turystycznej destynacje skupiają swoje działania na kreowaniu marek, których celem jest przyciągnięcie turystów oraz zwiększanie rozpoznawalności. Jednym z narzędzi wspierającym ten proces jest budowa społeczności wokół marek miejsc turystycznych. Celem niniejszego artykułu jest identyfikacja kluczowych determinant skuteczności społeczności marek destynacji wykorzystywanych do zwiększania świadomości marki miejsca. Badanie przeprowadzono w Polsce z wykorzystaniem podejścia ilościowego. Wyniki analizy wskazują, że skuteczność społeczności wokół marek destynacji turystycznych w odniesieniu do zwiększania świadomości marek miejsc zależy od czterech czynników: Zaangażowania Członków społeczności, Komunikacji, interakcji, Relacji, Korzyści wynikających z tworzenia społeczności wokół marek miejsc.

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2026-06-30 — Updated on 2026-07-06
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Społeczności wokół marek destynacji turystycznych jako narzędzie wykorzystywane do zwiększania świadomości miejsc-czynniki skuteczności. (2026). Turystyka Kulturowa, 139((2), 146-175. https://doi.org/10.62875/yykz5x25

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