%0 Journal Article
%T The Importance of the Region’s Tourism Attractiveness in the Management of a Hotel’s Promotional Activities
%A Dębski, Maciej
%A Niemczak, Kinga
%J International Journal of Contemporary Management
%V 2015
%R 10.4467/24498939IJCM.15.013.4492
%N Numer 14(4)
%P 111-129
%K Tourism product, tourism region, hotel service, product levels, consumers’ preferences
%@ 2449-8920
%D 2016
%U https://ejournals.eu/czasopismo/international-journal-of-contemporary-management/artykul/the-importance-of-the-regions-tourism-attractiveness-in-the-management-of-a-hotels-promotional-activities
%X 
	
		Background. In the literature there is a shortage of studies devoted to the use of regions’ attractiveness in the marketing communication of hotels. This paper addresses the above mentioned issue. Based on survey results it can be concluded that a region’s attractiveness plays a major role in the choice of a destination and the ability to use it can enhance the competitiveness of accommodation facilities.
	
		Research aims. The objective of the paper was to investigate the importance of the region and its attractiveness to purchase decisions made by hotel customers, thus assessing the potential of the use of a region’s tourism attractiveness as a promotional element for hotels.
	
		Methodology. The empirical section of the paper presents the findings of a survey carried out with the use of a questionnaire in the PAPI format. The research procedure was group-based in character and was conducted by trained moderators. The research covered 237 potential hotel customers – students from Poland, Ukraine and Austria.
	
		Key findings. The respondents indicated the great importance of the region’s attractions and the quality of accommodation facilities when making their travel decisions. Moreover, they stressed the significant, though not key, impact of regional assets on decisions to select a particular accommodation facility. The findings suggest the need to better exploit the attractiveness of the surrounding area in marketing materials designed to stimulate the demand for hotel services.