Implikacje dla orientacji marketingowej turoperatorów wynikające ze zmian regulacji rynku w Unii Europejskiej
Implikacje dla orientacji marketingowej turoperatorów wynikające ze zmian regulacji rynku w Unii Europejskiej

Summary/Abstract: Consumer protection is one of the elements of the touroperators market regulation. Touroperators enterprises are entities operating in a highly competitive market, hence their activity is strongly supported by marketing instruments. Therefore, the touroperator market is an example of a significant overlap of regulatory and marketing aspects. The work discusses the basics of the touroperator market regulation, the issues of marketing orientation of touroperators were addressed, the directions of changes in the market regulation in the European Union countries were presented, the scope of impact of new regulations on the potential changes in marketing orientation of tour operators. The research problem of the study is the presentation of the issues of the impact of regulationon the marketing activities of touroperators in the conditions of changes in the regulation of the touroperator market in the European Union. An attempt was made to indicate the premises resulting from regulatory changes to the potential level of marketing orientation of touroperators.

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