Model of a City Destination Card as a Marketing Tool of Selected European Cities

• Autorzy: Monika Drozdowska , Magdalena Duda-Seifert , Agnieszka Faron

Warianty tytułu

Model turystycznej karty miejskiej jako narzędzie marketingowe wybranych miast europejskich

• Języki publikacji: EN

Abstrakty

EN

City tourism belongs to the strongest trends in the international tourism market, which is especially the case in Europe, where eight out of twenty largest city destinations are located. Faced with growing competition these urban destinations have, however, to look for new marketing solutions to strengthen their position and attractiveness for potential visitors. One of them is a destination card which integrates a variety of tourism services provided by several operators at a discounted inclusive price. Therefore, it offers visitors an advantage by bundling the products and services available without the need for booking and buying in advance. By doing so, the card also fosters higher participation in cultural activities and public transport usage and offers additional benefits for the city which can include spreading the tourist traffic throughout the city or attracting visitors to lesser known sites. Additionally, the destination card system can also provide data concerning tourist flows and allows to adapt the offer better to their specific needs. The purpose of this paper is therefore to work out the model of a city destination card for a large city. In order to achieve this objective, the top five European capital cities were selected based on the number of visitors. Subsequently, the comparative study - developed on the secondary analysis of data - of tourist cards offered in London, Paris, Rome, Prague and Vienna has been conducted. Based on the study and referring to the literature, the final results were formulated concerning the typical structure of a card and its additional elements, followed by the validity period solutions and their price. Satisfied customers highlight that the offered card combines everything needed for the tourist stay, as in their opinion, cards tend to be a very easy, convenient and simple way of sightseeing the city with benefits such as saving money and time. They also recommend longer periods of card validity. The value of the destination card as a marketing tool for a city has also been proven based on the appraisal of customers opinions.(original abstract)

Turystyka miejska należy do najsilniejszych trendów na międzynarodowym rynku turystycznym, zwłaszcza w Europie, gdzie znajduje się osiem z dwudziestu największych destynacji miejskich świata. W obliczu rosnącej konkurencji te miejskie destynacje muszą jednak szukać nowych rozwiązań marketingowych, aby wzmocnić swoją pozycję i atrakcyjność dla potencjalnych odwiedzających. Jedną z nich jest turystyczna karta miejska, która integruje wiele usług turystycznych, świadczonych przez kilku operatorów, po obniżonej cenie. Celem tego artykułu jest omówienie modelu karty miejskiej dla dużego miasta. Aby osiągnąć ten cel, wybrano pięć największych europejskich stolic (na podstawie kryterium liczby odwiedzających): Londyn, Paryż, Rzym, Pragę i Wiedeń i na podstawie analizy danych wtórnych przeprowadzono analizę porównawczą kart miejskich oferowanych w tych miastach. Na podstawie wyników badań, a także odnosząc się do literatury przedmiotu, sformułowano wnioski dotyczące typowej struktury karty i jej dodatkowych elementów w kontekście marketingu turystycznego.(abstrakt oryginalny)

Słowa kluczowe

EN

Urban tourism; Service marketing; Tourism services

PL

Turystyka miejska; Marketing usług; Usługi turystyczne

• Czasopismo: Nauki o Zarządzaniu / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2018
• Tom: 23
• Numer: nr 2
• Strony: 19--28

Twórcy

autor

Monika Drozdowska

• University of Business in Wrocław, Poland

autor

Magdalena Duda-Seifert

• Wrocław University, Poland

autor

Agnieszka Faron

• University of Business in Wrocław, Poland

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Identyfikatory

DOI

10.15611/ms.2018.2.03