Ekwiwalencja badań marketingowych w turystyce międzynarodowej
Equivalence of marketing research in international tourism

Summary/Abstract: The article has a methodological nature. It concerns one of the major problems in international marketing research, which is the issue of equivalence phenomena and processes in different cultures. Lack of equivalence on any stage hinders or makes it impossible to conduct the research. This problem is particularly evident in research in international tourism, where different cultural communities which communicate in several languages and live in different conditions meet. This diversity of cultures creates problems in both the methodology and the organization of marketing research in the area of tourism. The purpose of this paper is to introduce the concept of equivalence of marketing research and an indication of examples of the lack of equivalence in the field of international tourism. These examples were taken from the bibliography as well as from author’s experience, interviews with experts and people who travel frequently.

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