Innowacyjność jako narzędzie kształtowania przewagi konkurencyjnej regionów turystycznych
Innovativeness as a Tool of Shaping Competitive Advantage of Tourist Regions

Summary/Abstract: In her article, the author presented the notions and importance of innovations in the context of enterprises as well as more complex structures – tourist regions. An overriding aim is to show the importance of innovations as a tool of development. In the contemporary market for tourist services (and not only), innovativeness in various dimensions (product, organisational, marketing or technical) is the must and condition of long-term functioning and market success. An analysis of data, literature and cases has led to drawing the following conclusions: - The sector of tourist services in Poland is moderately innovative. - Relatively seldom are technological innovations, particularly in case of the sector of travel offices and strategic marketing. - Innovativeness is a condition for enterprise development in the long run. - Innovativeness of the tourist region may affect formation of a positive image, contribute to building a stable brand and competitive advantage. - In the contemporary tourist market, measures for innovations seem to be the must. In her article, the author also touched the problem of the process of innovativeness management as well as she presented exemplary models of processes in various organisations that may be practical implications of innovation implementation. Additionally, an analysis of various types of innovations and levels of implementation thereof (enterprise, town) should help to realise the multiplicity of possibilities to undertake innovative measures from the organisational point of view as well as various aspects of novelties which lead to the common denominator – development. The article is of the nature of conceptual analysis of the problem and review of literature. It is an introduction to undertaking further empirical surveys aimed at an objective evaluation of innovativeness of the tourist sector in Great Poland based on definite criteria and measures.

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