Network approach in integrated promotion of urban business tourism [publikacja]

Grzegorz Leszczyński, Piotr Zmyślony

Abstract: Interdependency of number of actors representing various sectors and industries within urban business tourism (MICE) product leads to integration of marketing initiatives. However, the existence of public and club goods and external effects give rise to the free riders problem and therefore lower overall promotional efficiency. As Poznań case study suggests, the main challenge is to create a strong partnership, based on the key stakeholders and wide representation of city business tourism product’s establishments. The aim of the study is to propose a method of identifying the network as a prerequisite for effective business tourism promotion. The findings suggests that the most appropriate method is network pictures, which gives the opportunity to examine a structure as well as positions, relations, connections and networking activities from the city (or overall tourist product) perspective.

Keywords: MICE, promotion, business travel and tourism, network approach, network pictures, collaboration and partnerships.

Acknowledgment: Project granted by the Polish National Science Centre (NCN) UMO-2011/03/B/HS4/03584

Leszczyński G., Zmyślony P. (2013). Network approach in integrated promotion of urban business tourism. Paper presented at 4th EMAC CEE Regional Conference:Marketing Theory Challenges in Emerging Societes, Sankt Petersburg, Russia, 26-27 September 2013, St. Petersburg University Graduate School of Management, 184-191. [PDF].

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