IDEAS home Printed from https://ideas.repec.org/a/pes/ierequ/v2y2009i1p105-113.html
   My bibliography  Save this article

Elements Of Partnership Marketing Of Tourist Services In Modern Management Of A Tourist Company

Author

Listed:
  • Slawomir Kowalski

    (Technical University in Czestochowa)

  • Izabella Sowier-Kasprzyk

    (Technical University in Czestochowa)

Abstract

The following paper presents a model of partnership marketing of tourist services. In the first part of the article concerns the basic theoretical knowledge behind a partnership marketing. Moreover, the theory of strategic learning of that form of marketing and the essence of the loyalty programmes were described. The paper's second part was devoted to the nature of tourist services and their specialty. In the third partthe author discusses the model of partnership marketing in tourism. The model consists of the interactions between a tourist company and its environment. The main elements of the interaction system within the framework of partnership marketing are the integrated elements of marketing which are communicated to the receivers (customers) through the use of media. In the partnership marketing, contrary to the traditional marketing, the databases which are the basis of the design of the loyalty programmes, are shared. In its final part, the article contains the conclusions for the tourist industry regarding the use of marketing instruments connected with the implementation of partnership marketing.

Suggested Citation

  • Slawomir Kowalski & Izabella Sowier-Kasprzyk, 2009. "Elements Of Partnership Marketing Of Tourist Services In Modern Management Of A Tourist Company," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 2(1), pages 105-113, June.
    • Handle: RePEc:pes:ierequ:v:2:y:2009:i:1:p:105-113
    DOI: 10.12775/EQUIL.2009.010
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.12775/EQUIL.2009.010
    Download Restriction: no
    File URL: https://libkey.io/10.12775/EQUIL.2009.010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pes:ierequ:v:2:y:2009:i:1:p:105-113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Adam P. Balcerzak (email available below). General contact details of provider: https://edirc.repec.org/data/ibgtopl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.