Evaluation of Selected Promotional Activities of Ski Resorts in Poland – A Study on Kotelnica Białczańska Ski Resort in Białka Tatrzańska

Abstract

Purpose. The article addresses the issue of choosing optimal communication methods for enterprises operating on the tourist service market with buyers of services in conditions of competition and a constantly changing environment. The aim of this study is to present the evaluation of effectiveness of selected promotional activities used by ski resorts in Poland on the example of Kotelnica Białczańska Ski Resort in Białka Tatrzańska. Method. To achieve the purpose of the work,field studies such as survey interviews were carried out among randomly selected 1,236 tourists – skiers, snowboarders and other people staying at the Kotelnica Białczańska Ski Resort. The group of respondents from Poland consisted of 1,159 people and from abroad, 77 individuals. The research was conducted during the 2014/2015 ski season. The questionnaire included e.g. issues related to the motives for choosing the studied ski resort as a place for skiing or snowboarding, the sources of knowledge about this ski resort and the promotional activities used by managers of the studied enterprise. Findings. In conclusion, it was stated e.g., that nowadays, the most important source from which current and potential customers get information about ski resorts is the opinion of their friends and family members. The second most important source of information is the Internet. However, promotional activities used intraditional media, despite the fact that they cover a significant part of the marketing budget, bring significantly weaker results than the opinion sand recommendations of friends or Internet marketing. Research and conclusions limitations. Exploratory research. Selected promotional activities were evaluated in the article. The author mainly focused on the activities used in traditional media. Practical implications. The results can be used in the management of ski resorts in Poland and abroad as well as by other tourist enterprises and local authorities. Originality. The article fills a gap concerning shortage of domestic scientific literature on the promotional activities used by commercial enterprises operating on the tourist service market. Type of paper. Empirical research.