Swot analysis for the marketing strategy of tourist destinations on the example of the City of Międzyzdroje : case study
Rozdział - publikacja recenzowana
Abstrakt
en
The marketing strategy requires that Międzyzdroje be interpreted as a specific territorial product. Such a product is a set of conscious and purposeful projects whose task is to achieve goals and shape a team of benefits for residents, tourists and investors associated with Międzyzdroje. The purpose of the article is an analysis that allows determining the marketing position of the city against the background of the region and competitive cities by comprehensively examining the market realities of tourism and investment in Międzyzdroje. The information obtained and conclusions based on this analysis can be used to prepare detailed action plans for creating a territorial product in the tourist sense.