<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Introduction. Promotion in managing local government units constitutes a significant element of communication with various groups of stakeholders, mainly with inhabitants and tourists. This instrument is playing a more and more significant role in the competition for limited resources. Therefore, its significance for territorial marketing is growing. The aim of the study was to identify the directions and range of promotional activity undertaken by communes taking into account their type and financial resources devoted to fulfilling tasks within this area and to define their competitive position. Material and methods. The research was conducted in compliance with the principles of indirect measurement method and data were collected with the use of a questionnaire. Additionally, statistical methods and the author's own method of “assessing promotional position” of local government units were used. The analysis included results obtained from 50 communes from eastern Poland (27 rural, 10 urban and 13 urban-rural communes). Results and conclusions. The research made it possible to identify the competitive position of a commune concerning its promotional activity aimed at inhabitants and tourists, taking into account its territorial range. Additionally, differences in using particular promotional tools were revealed and differences concerning the territorial range and segments which the activities undertaken by the communes are aimed at were noted. The calculations showed the correlation between money spent on promotion by the examined units and their general revenue.</p></abstract>

Introduction. Promotion in managing local government units constitutes a significant element of communication with various groups of stakeholders, mainly with inhabitants and tourists. This instrument is playing a more and more significant role in the competition for limited resources. Therefore, its significance for territorial marketing is growing. The aim of the study was to identify the directions and range of promotional activity undertaken by communes taking into account their type and financial resources devoted to fulfilling tasks within this area and to define their competitive position. Material and methods. The research was conducted in compliance with the principles of indirect measurement method and data were collected with the use of a questionnaire. Additionally, statistical methods and the author's own method of “assessing promotional position” of local government units were used. The analysis included results obtained from 50 communes from eastern Poland (27 rural, 10 urban and 13 urban-rural communes). Results and conclusions. The research made it possible to identify the competitive position of a commune concerning its promotional activity aimed at inhabitants and tourists, taking into account its territorial range. Additionally, differences in using particular promotional tools were revealed and differences concerning the territorial range and segments which the activities undertaken by the communes are aimed at were noted. The calculations showed the correlation between money spent on promotion by the examined units and their general revenue.

The Place of Tourism in Promotional Policy of Communes from Eastern Poland

Józef Piłsudski University of Physical Education in Warsaw, Faculty of Physical Education and Sport in Biała Podlaska, Department of Management

Polish Journal of Sport and Tourism

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

{"article-title":"The Place of Tourism in Promotional Policy of Communes from Eastern Poland"}

Introduction. Promotion in managing local government units constitutes a significant element of communication with various groups of stakeholders, mainly with...

The Place of Tourism in Promotional Policy of Communes from Eastern Poland

Publié en ligne: 06 juin 2014

Pages: 48 - 55

Reçu: 02 déc. 2013

Accepté: 07 janv. 2014

DOI: https://doi.org/10.2478/pjst-2014-0006

Mots clés
territorial marketing, promotion, expenditures, communes, competitive position, tourism

© by Mirosław Zalech

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

The Place of Tourism in Promotional Policy of Communes from Eastern Poland

Publié en ligne: 06 juin 2014

Pages: 48 - 55

Reçu: 02 déc. 2013

Accepté: 07 janv. 2014

DOI: https://doi.org/10.2478/pjst-2014-0006

Mots clésterritorial marketing, promotion, expenditures, communes, competitive position, tourism

© by Mirosław Zalech

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Mots clés
territorial marketing, promotion, expenditures, communes, competitive position, tourism