MARKETING INNOVATIONS IN TOURIST ENTERPRISES – HOW TO MEASURE THEM AND HOW TO EVALUATE THEM?
Keywords:innovation, marketing, tourist enterprise
AbstractThis 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.