Instrumenty marketingu-mix w kształtowaniu wizerunku obiektu hotelarskiego. Rozważania teoretycznoanalityczne
Marketing-Mix Instruments in Shaping the Hotel’s Image. Theoretical and Analitical Approach

Summary/Abstract: The aim of the article, which is a theoretical and analytical, is to discuss the aspects of creating the image of hotel objects in relation to the marketing mix instruments used by them and elaboration a model of dependence between individual marketing mix instruments and the image of a hotel object. The study consists of three substantive parts, an introduction and a summary. Theoretical aspects of the image and the concept of “7P” in the hospitality were discussed inthe theoretical part of the work. The analytical part presents a tabular and model view of marketing mix instruments in the context of creating the image of a hotel object.

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