Background. The implementation of the marketing concept to company activities lead to adopting a marketing orientation which enables achieving a long-term competitive advantage. Taking into consideration the position of tour operators in the tourism market structure, that is between partial tourism service providers and sales agents and final consumers, and simultaneously this highly competitive market in the global conditions, it is deemed that tour operators are characterised by a high level of marketing orientation.

Research aims. The objective of this study is to present the concept of the marketing orientation of tour operators as well as indicate elements determining the level of market orientation which stem from relationships of a tour operator with other participants of this market. In addition, the results of research on the level of marketing orientation of tour operators operating in Poland and in selected European Union countries were presented, bearing in mind the level of economic freedom in the analysed countries.

Methodology. Such research methods were applied as a critical analysis of literature on the subject, logical operations, and statistical methods.

Key findings. The conducted research shows that marketing orientation and factors determining it can be subject to assessment by means of measurable quantitative  criteria. Therefore, it is possible to estimate the level of marketing orientation and establish it according to a scale. Regardless of the marketing orientation of tour operators addressed to final consumers of services (tourists), it should be noted that there is a necessity to build a proper level of marketing orientation of tour operators with regard to partial service providers and travel agencies.

Background. The implementation of the marketing concept to company activities lead to adopting a marketing orientation which enables achieving a long-term competitive advantage. Taking into consideration the position of tour operators in the tourism market structure, that is between partial tourism service providers and sales agents and final consumers, and simultaneously this highly competitive market in the global conditions, it is deemed that tour operators are characterised by a high level of marketing orientation.

Research aims. The objective of this study is to present the concept of the marketing orientation of tour operators as well as indicate elements determining the level of market orientation which stem from relationships of a tour operator with other participants of this market.In addition, the results of research on the level of marketing orientation of tour operators operating in Poland and in selected European Union countries were presented, bearing in mind the level of economic freedom in the analysed countries.

Methodology. Such research methods were applied as a critical analysis of literature on the subject, logical operations, and statistical methods.

Key findings. The conducted research shows that marketing orientation and factors determining it can be subject to assessment by means of measurable quantitative criteria. Therefore, it is possible to estimate the level of marketing orientation and establish it according to a scale. Regardless of the marketing orientation of tour operators addressed to final consumers of services (tourists), it should be noted that there is a necessity to build a proper level of marketing orientation of tour operators with regard to partial service providers and travel agencies.