@misc{Herbik_Emilia_Determinanty_2024,
 author={Herbik, Emilia},
 copyright={Copyright by Autorzy, Wydawnictwo Uniwersytetu Wrocławskiego oraz Wydawnictwo „Szermierz” sp. z o.o., Wrocław 2024},
 address={Wrocław},
 howpublished={online},
 year={2024},
 publisher={Wydawnictwo Uniwersytetu Wrocławskiego},
 publisher={Wydawnictwo „Szermierz” sp. z o.o.},
 language={pol},
 abstract={All marketing strategies in the tourism services sector are meticulously tailored to acquired data. In a world where consumers increasingly shape the market, tourism service providers must demonstrate not only flexibility in adapting to the preferences of their target audience but also care in building lasting loyalty with customers. The aim of the study is to identify the determinants of consumer behavior in the tourism market. This article is based on the analysis of statistical data available in global (Statista) and Polish national databases (CBOS, Ipsos Poland, Ministry of Sport and Tourism data), as well as primary research conducted to identify the determinants of consumer behavior in the tourist services market, specifically focusing on travel agencies’ services. The research was conducted on a sample of 156 respondents from December 2022 to September 2023. The research revealed the growing popularity of travel agencies’ services in Poland and the predominant role of price as the main determinant of the choice of a tour operator’s tourist offer. Additionally, a significant role of word-of-mouth marketing and user reviews in the decision-making process of customers was observed, as well as increasing importance of social media in the promotion of tourist services.},
 type={text},
 title={Determinanty zachowań nabywców na rynku usług turystycznych — w świetle badań},
 doi={https://doi.org/10.19195/1733-5779.49.9},
 keywords={tourism, marketing, consumer behavior, travel agencies},
}