Aleksandra Kumanska Hanna Siwiec I. University of Gdańsk Poland Faculty of Economics.

Aleksandra KumanskaHanna Siwiec

I. University of GdańskPoland

Faculty of Economics

University of Gdansk

Contents

Poland1

Gdańsk, Gdynia, Sopot2

University of Gdańsk3

Faculty of Economics4


Poland

Facts & Figures:1. Population: 38,17 mln

2. Territory: 312,685 km2

3. Capital city: Warsaw

4. Currency: Zloty (PLN)

5. GDP - per capita (PPP): $14,100 (2006)

6. GDP - real growth rate: 5.3% (2006)

https://www.cia.gov/cia/publications/factbook/docs/notesanddefs.html#2004

https://www.cia.gov/cia/publications/factbook/fields/2004.html

https://www.cia.gov/cia/publications/factbook/rankorder/2004rank.html

https://www.cia.gov/cia/publications/factbook/docs/notesanddefs.html#2003

https://www.cia.gov/cia/publications/factbook/fields/2003.html

https://www.cia.gov/cia/publications/factbook/rankorder/2003rank.html


Poland

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Over 1000-year history


What are we proud of?


University of Gdansk – where is it?


Trójmiasto or Tri-City – Gdańsk, Sopot, Gdynia

urban area, made up from the towns of Gdańsk, Gdynia, and Sopot – 754 000 inhabitants

they are situated next to each other, in a row, on the coast of the Gdańsk Bay, Baltic Sea

Gdańsk – population of 460 000 people – the 6th biggest city of Poland

Gdynia – 254 000 inhabitants Sopot – population of 40 000

people


Gdańsk

the city with the largest amount of monuments in baltic Europe,

the birthplace of the independent self-governing labour union "Solidarity“


Sopot

a large health-spa and tourist resort,

summer capital of Poland,

nearly 2 million tourists a year,

well known for the longest wooden pier in Europe (515.5 meters)


Sopot


Gdynia

harbor city situated at the seashore,

great views of the sea and beautiful scenery, long sidewalks, beautiful waterfronts, marinas and yacht clubs,

third largest seaport in Poland


University of Gdańsk in figures.

9 faculties3,000 post-graduate students

27 major fields of study

106 specializations

33,000 students

1700 academic staff



Specializations: Economy and European Business, International Finance and Banking, International Business,International Business, Maritime Trade and Tourism, Marketing, Economic Policy and Enterprise Strategy, Internet Enterprises, International Market and Global Economy, Theory of Enterprises, Transportation and Logistics.


Faculty of Economics - what are we proud of?

fifty years of experience in research and collecting,

documentation connected with European integration, possibility of teaching the students how to conduct a

stock-exchange transaction in real time in the only dealing room of that kind in Poland,

cooperation with foreign research centers, 42 agreements with European high schools concluded

within Erasmus/Socrates programmes; about 120 students studied abroad in 2006/2007,

cooperation with economic practice.



Dealing room


II. E-marketing in travel and tourism

Case study: E-marketing of Bahama Islands


E-travel as a part of e-retailing

Tourism as an information-based industry is one of the natural leading industries on the Internet.

E-travel is the leading and fastest growing category of e-retailing.


E-retailing nowadays

Internet shopping is revolutionising the retail environment

local high street => virtual high street


Business models used in the tourism and travel industry

1. Brokerage

2. Advertising model

3. Infomediary model

4. E-tailing


Brokerage

Brokers - market makers bringing buyers and sellers together and facilitating transactions

Forms of brokerage models:Marketplace Exchange: offers a full range of

services covering the transaction process, from market assessment to negotiation and fulfillment (example: Orbitz)

Demand Collection System:"name-your-price" model; buyer makes a final bid for a specified good or service, and the broker arranges fulfillment; pioneered by www.priceline.com

http://www.priceline.com/


Brokerage

Auction Broker: conducts auctions for sellers; broker charges the seller a listing fee and commission scaled with the value of the transaction (www.skyauction.com)

http://www.skyauction.com/

http://www.skyauction.com/


Advertising model

Web-advertising model - Portalusually a search engine that may include varied

content or serviceshigh volume of user traffic makes advertising

profitable and permits further diversification of site services


Infomediary model

Infomediaries - information intermediaries assisting buyers and/or sellers understand a given market.

create a convenient platform (Cyber marketplace) on which buyers and sellers can gain information and do business (Travelocity, BargainHolidays)


E-tailing

E-tailing - Business operating exclusively in electronic retailing.

Forms of E-tailing:E-store: a single tourism shopE-mall: consisting of many electronic stores E-broker: provides aid to customers searching

for products and business. It gains a commission from the businesses


Retail channel

Retail channel - retailers’ use of the Internet as both a communication and a transactional channel in B2C markets

Retailers can adopt different functions of the Internet :

information functions,interactive functions,combination of both.


Information functions

Web-site is used to provide stakeholders with :product information - description, prices,

promotional info, web advertisements, images

financial information - company reports, investor information

company information - e.g. company’s history, store location

press releasesrecruitment information


Interactive functions

Interactive ways of using the Internet include:marketing communications tool - the Internet as

an advertising chanel

direct communication - e-mail as a means of communication between firm and customer

online communities - e.g. car manufacturers supporting enthusiasts’ sites

marketing research tool - gathering consumer data

sales channel - selling goods and services online


Benefits of Internet marketing

increased sales cost reductions (reduced time in

customer service, online sales, reduced printing & distribution costs)

corporate image communication more rapid and responsive marketing

communications improved consumer service better management of marketing

information and costumer information feedback from costumers on product


three most important reasons for consumers to buy products and services online

1

convenience

2

lower prices

3

ease of comparative

shopping


three most important reasons for consumers not to buy products and services online

1

need to see and feel products

2

preference for a visit to a

‘real’ store

3

lack of personal advice


Survey findings

88 percent of consumers who have gone or plan to travel this summer use the Internet to research and purchase their trips,

52 percent report they go directly to the company site because they believe company sites offer the lowest prices,

studies show consumers increasingly compare prices,

low prices will be a primary driver in online travel decisions.


Growth in online business

Online shopping spend (million GBP)source:Allegra Strategies Forecasts

4,055

7,124

10,2112,614

15,69218,568

21,444

0

5

10

15

20

25

2000 2001 2002 2003 2004 2005 2006


Growth in online business

Online shopping buyers (millions)source: Allegra Strategies Forecasts

5,08,0

11,014,0

17,020,0

23,0

0

5

10

15

20

25

2000 2001 2002 2003 2004 2005 2006


Trends in online travel sales

internet sales were 12,6% of the travel market in 2006,

the UK accounted for 35% of the European online travel market in 2005, with Germany in second place at 20%,

concentration in the European online travel agent market is increasing.



Online sales by the type of service

56%16%

16%10% 2% airtravel

hotels

package tours

rail

rental cars



Internet sales in % of market

0,1% 0,3% 1,0%2,0%

3,6%

5,6%

7,9%

10,3%

12,6%

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

12,00%

14,00%

1998 1999 2000 2001 2002 2003 2004 2005 2006


Case study : E-marketing of the Bahamas


E-marketing of the Bahamas

Bahamas Ministry of Tourism - implementing new strategies based on the new technology results in delivering more accurate customer information which is used to improve the visitor experience


E-marketing of the Bahamas

The Management Information Systems Department:

1. The Website Unit

2. The Information Unit

3. The Research & Statistics Unit


The Website Unit

re-developed its travel website Bahamas.com, to promote packages to the Islands of The Bahamas, which can be booked online at the site,

the Expedia-driven booking engine on the site generated US$ 250,000.00 within the first six weeks of launch.


www.bahamas.com

The site enables you to: experience the

bahamas – multi media gallery consists of videos, images and 360° views

plan your trip – create trip intinerary, save, edit, share, and print the vacation you plan

book a package, hotel, flight, car, activities

http://www.bahamas.com/


The Research & Statistics Unit

exit surveys of more than 10,000 departing tourists are conducted annually to gather information about their rating of their visit and their expenditures while in the Bahamas

collects information about the performance of the local hotel industry, airlines flying into the country and of cruise lines serving the country


CATC

the Caribbean Advanced Technology Centre (CATC)

Tourism Decision Support System (TDSS):helps tourism ministries significantly reduce

marketing and advertising budgets through target marketing efforts,

helps the Bahamas Ministry of Tourism make advertising, spending, and even operational decisions,


TDSS

allows decision makers to slice and dice their tourism data in hundreds and thousands of different reports, which can be exported in Excel, Access or a PDF document as well as be graphed and plotted,

users can pull reports by Location Stayed, Date of Entry, Origin of Person, Arrival Mode, Accommodation Type, Port of Entry, Travel Agency, Income Level, Sex, Age Range, Trip Purpose, Islands Visited.


Visitor Satisfaction System (VSS)

designed to record and track Visitor incidents in order to ensure that the visitor leaves a country satisfied,

capturing the visitors local and permanent contact information in order to follow-up with the visitor before as well as after he leaves the country,

capturing the incident details and monitoring whether the problems have been satisfactorily dealt with,


VSS

incidents are assigned a priority and delegated to the organization responsible for solving the incident such as Hotels, Taxi Associations, Restaurants, etc.


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Aleksandra Kumanska Hanna Siwiec I. University of Gdańsk Poland Faculty of Economics.

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