Magdalena Kachniewska

Towards the Definition of a Tourism Cluster

The concept of tourism clusters is becoming central within the tourism development planning process and the EU perceives cluster arrangements as the preferred form of introducing innovations in different economic fields, including tourism. The Polish Tourism Organization (POT) is to launch the subprogram aimed at the commercialization of the tourism product and intensification of SMEs’ integration processes (vertical and horizontal ones), which shall boost the innovativeness of Polish tourism regions and enterprises. The main purpose of this article is to find rationale for tourism cluster formation in Polish TDAs and to formulate the definition and main attributes of the tourism cluster. The problem of clusters’ impact on SMEs’ productivity and the destinations competitiveness will be discussed on the basis of economic theory using the case study and the field work method as well as the literature study.

Tourism Development as a Determinant of Quality of Life in Rural Areas

Purpose – The purpose of this paper is to share information on how the advantages of tourism are both a result and a determinant of the quality of life in rural areas. Consequently, it is one of the main factors for sustainable development in the social context. Design/methodology/approach – Quantitative and qualitative research was undertaken of 36 villages that have been developing rural tourism for at least 20 years in Poland. In-depth interviews were conducted with destination management organizations (DMO) leaders and members of the local communities. Direct observation was used to gain an understanding of the realities in the field. Round table discussions with managers of rural tourism and members of the communities helped to perform the cost-benefit analysis of the development of rural tourism. This study was conducted between the years 2009 and 2014. Findings – This study monitored patterns and changes in residents’ quality of life and measured their perceptions of rural tourism. The findings showed that negligence and errors during the planning stage results in a negative opinion of tourism, leading to unfavorable effects on future development, causing intolerable material, financial and social costs. Three types of factors influencing tourism were identified: social and technical infrastructure, ecology and lifestyle. These findings are important for local policymakers and rural tourism business. Research limitations/implications – Readers need to remember that only clearly determined population was considered in the research and specific sampling settings; reference to other settings may have produced different results. The extent to which the findings can be generalized certainly requires further investigation. Practical implications – The development of rural tourism is considered a viable means to attract tourists to a destination and to enhance residents’ overall quality of life. However, the perception of tourism’s influence on the overall quality of life depended on internal marketing and proper communication. This study yielded interesting conclusions that have practical implications for DMO and tourism leaders who continually evaluate rural tourism initiatives. Social implications – The experience of 20 years in the Polish modern agrotourism industry represent a set of observations concerning both the improvement within the quality of life of rural residents, as well as the danger of social conflict, depending on the management tools and practices applied at rural tourist destinations. Negligence and errors during the planning stage may result in a negative opinion of tourism, leading to unfavorable effects on future development of tourism and causing intolerable material, financial and social costs. Originality/value – Although this study referred to communities living in Polish villages, the findings show that detailed planning and the DMO’s communication efforts resulted in positive opinions from local residents with regard to tourism, and helped to avoid high material, financial and social costs. The case studies from Poland offer a universal benchmark in managing rural tourism destinations and show the challenges that needed to be addressed for the development of sustainable rural tourist destinations.

Hospitality Employers’ Expectations Towards the Higher Education System in Poland

Tourism is perceived to be one of the biggest and fastest growing global industries. Consequently, there is an increasing need for qualified, highly educated professionals possessing broad knowledge and competencies as well as employability skills. This chapter explores hospitality employers’ expectations of the higher education system in Poland. The study advocates that the hospitality field of study needs to refocus in order to adapt to a rapidly changing business environment and industry’s needs. The purpose of the chapter is to identify the most significant gaps between tourism education and industry needs. The study confirms the outcomes of other research carried out within the tourism education sector. The research was conducted in 2013 in 103 hotels, with 147 managers being interviewed. The findings show that changes to tourism education may strengthen the employability and flexibility of graduates. The respondents stress the need and significance of personal qualities favouring service quality and the importance of an appropriate organizational culture (e.g. creativity, entrepreneurship, flexibility, conscientiousness, synergy). At the same time those qualities seem to be neglected in the education process, both in the merit and didactic dimensions.