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Management instruments in the process focused on improving the results of organizations functioning in economic crisis – based on the research of opinions presented by managers of tourist enterprises / Instrumenty zarządzania w procesie poprawy rezultatów działania organizacji w czasie kryzysu gospodarczego – w świetle badań opinii menedżerów przedsiębiorstw turystycznych

Author

Listed:
  • Rapacz Andrzej
  • Jaremen Daria E.

    (Wrocław University of Economics)

Abstract

Kryzys ekonomiczny, który dotknął gospodarkę światową w ostatnich latach, nie pozostał bez wpływu również na sektor turystyczny. W obliczu pogorszenia się wyników finansowoekonomicznych i innych negatywnych zjawisk podmioty gospodarcze działające w turystyce zwróciły uwagę na narzędzia zarządzania kryzysowego. Celem prezentowanego artykułu jest określenie wpływu kryzysu ekonomicznego na działalność polskich przedsiębiorstw turystycznych zarówno w wymiarze jego skutków, jak i działań podejmowanych dla ich przezwyciężania. W artykule podjęto próbę weryfikacji hipotezy o tym, że w opinii menedżerów firm turystycznych istotniejszym skutkiem obecnego kryzysu jest wzrost kosztów funkcjonowania niż spadek dochodów czy zmniejszenie liczby klientów. Pomimo, tego wśród instrumentów zarządzania kryzysowego większe znaczenie niż redukcja kosztów odgrywają takie działania i instrumenty jak: promocja i jej intensyfikacja, wzrost aktywności sprzedażowej w Internecie, stosowanie rabatów na usługi czy pozyskiwanie nowych rynków zbytu. Rozważania prezentowane w artykule oparto na wynikach badań empirycznych przeprowadzonych wśród przedsiębiorców działających w turystyce w najpopularniejszych miejscowościach turystycznych w Karkonoszach i Górach Izerskich, tj. Karpaczu, Szklarskiej Porębie, Świeradowie-Zdroju i Jeleniej Górze. Część empiryczną opracowania poprzedzono uwagami teoretycznymi dotyczącymi podstaw zarządzania kryzysowego w turystyce. Wyniki przeprowadzonych badań wskazują, że w opinii większości badanych menedżerów/ właścicieli firm turystycznych, w największym stopniu kryzys wpłynął na wzrost kosztów funkcjonowania, a najistotniejszym instrumentem przeciwdziałania jego skutkom jest poszerzanie promocji i dystrybucji oferty, głównie w Internecie, a w dalszej kolejności redukcja kosztów.

Suggested Citation

  • Rapacz Andrzej & Jaremen Daria E., 2013. "Management instruments in the process focused on improving the results of organizations functioning in economic crisis – based on the research of opinions presented by managers of tourist enterprises ," Management, Sciendo, vol. 17(1), pages 291-304, May.
    • Handle: RePEc:vrs:manmen:v:17:y:2013:i:1:p:291-304:n:20
    DOI: 10.2478/manment-2013-0020
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    References listed on IDEAS

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    1. Spillan, John & Hough, Michelle, 2003. "Crisis Planning in Small Businesses:: Importance, Impetus and Indifference," European Management Journal, Elsevier, vol. 21(3), pages 398-407, June.
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