ELEMENTS OF PARTNERSHIP MARKETING OF TOURIST SERVICES IN MODERN MANAGEMENT OF A TOURIST COMPANY

Slawomir Kowalski and Izabella Sowier-Kasprzyk
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Slawomir Kowalski: Technical University in Czestochowa
Izabella Sowier-Kasprzyk: Technical University in Czestochowa

Equilibrium. Quarterly Journal of Economics and Economic Policy, 2009, vol. 2, issue 1, 105-113

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.

Keywords: partnership marketing; tourist services company (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pes:ierequ:v:2:y:2009:i:1:p:105-113

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