Rola promocji w zarządzaniu ofertą usług na przykładzie przedsiębiorstwa turystycznego
The Role of Promotion in Managing the Service Offer on the Example of a Tourism Enterprise

Summary/Abstract: The subject of this article is the analysis of the importance of promotion in managing the offer of services using the example of a tourism enterprise in the conditions of a market economy. In addition, the main objective of the article was to present and analyze the problems and challenges related to managing the offer of an agritourism farm. The first part of the article presents the genesis of agritourism against the background of social phenomena, which result in the demand for recreation in rural areas. An outline of the history of the formation of this trend in tourism is presented, with particular emphasis on the development of agritourism in Poland. Attention is also drawn to the importance of the demand for agritourism services for rural communities in contemporary economic realities. The next part of the study indicates the specificity of managing an agritourism farm and its offer. Particular attention is paid to the process of creating the offer of agritourism services and its promotion. Then, an analysis of the management of the offer of an agritourism farm operating under the name Świętokrzyska Chata Biegacza is made. The last part of the article presents observations regarding the functioning of the described agritourism farm and the implementation of the managerial function in it.

• Details
• Contents