Wybrane aspekty zarządzania ryzykiem marketingowym przedsiębiorstw turystycznych
Selected aspects of marketing risk management of tourism enterprises

Summary/Abstract: The need for action under conditions of uncertainty of the external and the internal environment causes that the activities of tourism enterprises become more and more risky. For tourism managers it means that they should take action related to the identification and evaluation of potential hazards, including marketing ones. The aim of the study is to identify marketing risk factors of tourism enterprises as well as stating a proposal for a method of such risk analysis and evaluation for enterprises with insufficient statistical databases, on the basis of the results of marketing research. The study was conducted among clients of travel agencies of Lubelskie Voivodeship. For the collection of the data there was used specially constructed questionnaire which allows obtaining answers to questions about marketing risk factors and evaluation of its level

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