Orientacja marketingowa biur podróży w Polsce
Marketing orientation of travel agencies in Poland

Summary/Abstract: The main aim of this article is the identification and characterisation of selected elements that determine the marketing orientation of travel agencies in Poland. The article consists of two parts.The first part presents the essence of marketing orientation in the literature. On this basis it has been determined that the symptoms of marketing orientation of travel agencies are actions regarding the needs and expectations of customers, and which relate to: the acquisition and processing of information, the creation of the offer based on identified needs and market signals, service organisation, the functioning of the company in accordance with the concept of marketing and environmental monitoring. The second part presents the results of marketing orientation research of travel agencies in Poland, implemented under the grant of NCN ‒ “The impact of regulation on marketing orientation of tour operators. “On the basis of the presented results, it has been found that nowadays travel agencies in Poland adopt the marketing orientation.

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