Klastry jako przykład współdziałania w sektorze turystyki – studium przypadku elbląskiego klastra turystycznego

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Clusters as the example of cooperation in tourism sector – a case study of The Elblag’s Tourism Cluster

• Języki publikacji: PL

Abstrakty

EN

In recent years the popularity of business clusters in Poland has been constantly growing. Most of them are in the early stage of development, usually growing around large urban agglomerations, with diversified business activities, including tourism. Unlike of tourism, not many kinds of business activities are characterized by close cooperation between similar companies located on a specific area. Clusters make satisfactory provision for small entrepreneurs, whose potential for growing is limited. The main subject of the study is to present the characteristics of establishing and functioning of tourism clusters. The first part of the article is a review of relevant literature on the subject, legal acts regulating functioning of clusters in Poland and statistic data concerning the number of clusters. In the second part of the study results of questionnaire survey conducted in 2011 and 2016 among members of one selected tourism cluster are presented. The one of the most attractive region of Poland, Warmia-Masuria Province, served as an example. Upon joining the Elbląg’s Tourism Cluster (EKT) in 2011 their members had many expectations. Most often them hoped for effective promotional campaign (100% indications), easier reach with their offer to a potential client – a tourist (88%) and acquiring additional financing for current tourist activity (70%). However, after five years of the cluster’s activity their expectations slightly changed. Matters such as professionalization of business activity and easier reach with the offer to a potential client took the lead. Entrepreneurs from tourism sector most often awaited specific results of the established cooperation (tab. 2). As the most important advantage resulting from EKT activity in the two research periods, their members recognize the increase in sale of products and services. There are excellent opportunities to undertake mutual actions between entrepreneurs and administration e.g. in order to joint promotion of destination attractiveness. According to ETK members the local authority role was particularly important in supporting of cluster’s activity. Thanks to engagement of local authorities it was possible to conduct promotional campaigns of the cluster, that allows to reach more potential clients (tourists). Office workers were also useful to show potential financing for business activity of cluster’s members (fig. 5). The main barrier to the further development of EKT in the opinion of its members was the lack of financial resources for the cluster's development. It is difficult to obtain external financing for its activities. According to the information provided by the President of EKT, the Elbląg’s Tourism Cluster Association repeatedly applied for funds from European Union Funds (among others from the Regional Operational Program Warmia and Mazury 2007-2013), but did not obtain final support. However, thanks to close cooperation with the Elbląg City Council, it has won small grants for the implementation of its activities. Other barriers to the development of EKT include the following: lack of a strong tourism product; lack of common cluster brand; lack of resources and motivation to improve the knowledge and skills of the cluster’s staff, ineffective use of tools (including the Internet) to create a positive image of the cluster. Findings reveal many advantages that members of tourism cluster may gain. These include among others: income growth, more effective promotion and possibility of capturing new markets. It is worth to emphasize that an effective cooperation of all its members is necessary for the proper functioning of the cluster. This may lead to a reduction of barriers, including financial problems and allow further development of the cluster.

• Wydawca: -
• Czasopismo: Prace i Studia Geograficzne
• Rocznik: 2017
• Tom: 62
• Numer: 3
• Opis fizyczny: s.109‐139,rys.,tab.,bibliogr.

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