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MARKETING INNOVATIONS IN TOURIST ENTERPRISES – HOW TO MEASURE THEM AND HOW TO EVALUATE THEM?

Economics and Management

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Title MARKETING INNOVATIONS IN TOURIST ENTERPRISES – HOW TO MEASURE THEM AND HOW TO EVALUATE THEM?
 
Creator Szymańska, Elżbieta; Bialystok University of Technology
 
Subject innovation; marketing; tourist enterprise
 
Description This paper aims to make a contribution to filling the above gap by the measurement and evaluation of marketing innovations in the tourist enterprises. The understanding of the marketing innovation process in this paper focuses on the theoretical and empirical considerations using the analysis of literature and poll methods. Realizing the empirical research the author selected a random sample without replacement of registered travel agencies and hotels operating in Poland. The research was carried out from October 2011 to February 2012. The marketing innovations in tourist enterprises were measured using the indicators applied by the Central Statistical Office and Eurostat. It was assumed that each innovation introduced should bring positive economic effects. As a result the Author attempts to propose the indicators of measurement of the innovativeness of service enterprises, giving examples of them in the tourist enterprises, and to point out which indicators are most important for respondents.DOI: http://dx.doi.org/10.5755/j01.em.17.3.2131
 
Publisher Kaunas University of Technology
 
Contributor —
 
Date 2012-08-08
 
Type —
—
 
Format application/pdf
 
Identifier http://www.eejournal.ktu.lt/index.php/Ekv/article/view/2131
10.5755/j01.em.17.3.2131
 
Source ECONOMICS AND MANAGEMENT; Vol 17, No 3 (2012); 1108-1114
EKONOMIKA IR VADYBA; Vol 17, No 3 (2012); 1108-1114
 
Language en
 
Rights Autorių teisės yra apibrėžtos Lietuvos Respublikos autorių teisių ir gretutinių teisių įstatymo 4-37 straipsniuose.
Copyright terms are indicated in the Republic of Lithuania Law on Copyright and Related Rights, Articles 4-37.