Analiza SWOT w obszarze funkcji uzdrowiskowej krynicy-zdroju jako element kształtowania strategii marketingu terytorialnego
SWOT analysis in the area of krynica-zdrój spa function as an element of the territorial marketing strategy formation

Summary/Abstract: The aim of this article is to analyze the environment and internal potential of Krynica-Zdrój in its spa function, which is one of the priority areas that is crucial for the formation of territorial marketing strategies and the selection of the optimal strategic option of Krynica-Zdrój in this field. To achieve the formulated purpose, diagnostic survey method involving the technique of examination of strategic planning documents relating to the development of spa functions in Krynica-Zdrój, as well as integrated strategic analysis method and the method of interview were used.

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