Analiza czynników wpływających na orientację marketingową touroperatorów
Analysis of factors affecting marketing orientation of touroperators

Summary/Abstract: Measurement of marketing orientation due to the complexity of the behavior of tourism businesses is not an easy task. Both the number and range of activities undertaken by companies in the context of the wider marketing activity can have a greater or lesser extent, affect many different aspects and depend on many factors. In the survey of travel agencies in eleven selected European countries, as part of NCN project “Impact of regulation on marketing orientation of tour operators”, 9 potential areas were suggested for determining the orientation of marketing. The aim of this article is to determine the effect of selected areas on a marketing orientation of tour operators using the statistical and econometric methods

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