Rozprawy Naukowe 41 - 2013, 3-20

DOI:

Kierunki zmian w funkcjonowaniu i efektywności w działaniu lokalnych organizacji turystycznych na Dolnym Śląsku

Wojciech Fedyk

Directions of changes in the functioning and efficiency in action of local tourist organizations in Lower Silesia
The article analyzes the state of local tourism organizations (LOT) in Lower Silesia against the tourism system in Poland. It pointed to the current problems in the field of sustainability of organizational structures, such as lack of standard procedures in cooperation with the local community and business, limited financing possibilities due to the adopted ineffective fund-raising model, current human resources, and lack of strategic planning and objectives of local tourism policy. This picture of functioning and efficiency of the LOT in the region is a reflection of the situation of other LOTs in Poland, which results from the adopted, but not fully imple­mented, model of the 3-step system of tourism promotion called POT–ROT–LOT. The author presents his idea of creating a paradigm shift and transforming LOTs to increase the efficiency of tourism promotion through building local structures in counties and around major urban areas, maintaining the status quo of legal norms of the organization but developing the internal governance structure and adapting it today competitive market, gradually trans­forming LOT so as to make it match the Destination Management Company model and non-institutional types of organizations, making legal modifications to the statutes, and introducing incentives such as loyalty programs, setting short- and long-term statutory and economic goals, building financial stability through diversification of income sources, and developing the idea of partnerships with other LOTs and ensuring the full representation of the local business and tourism industry in the organization’s structure, as a guarantee of sustainable tourism development, reduction in competitiveness (conflicts of interests) and the negative impact of the local community.

Key words: tourism policy, tourism management, local tourism organization
Słowa kluczowe: polityka turystyczna, zarządzanie turystyką, lokalna organizacja turystyczna

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Rozprawy Naukowe 41 - 2013, 21-32

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Waloryzacja przyrodnicza szlaków turystycznych w Karkonoskim Parku Narodowym

Małgorzata Pstrocka-Rak

Valorizing nature along hiking trails in the Karkonosze National Park
Background. The article presents assessment of the natural environment value of some hiking trails in the Karkonosze National Park. To assess the value such factors as valuable plant and animal species and biotopes, which are sensitive to hiking, were taken into con­sideration. Material and methods. The main research method was the pointed quality method (with coded degrees and evaluation points). Source materials were Polish Red Lists of plants and animals, European Union directives, international conventions, Polish laws and provisions, etc. Results. Twelve valuable plant species, twenty-two rare species of vertebrate animals and ten biotopes from the Habitats Directive (Council Directive 92/43/EEC) have been found along the analyzed trails. Conclusions. The most valuable parts of the trails are situated mainly in cirques (glacial kettles) and around them. There are also some interesting and scenic trails in the Śnieżka massif (the highest natural point of the Sudety mountains). The least valuable parts of the trails lead through spruce mono­cultures, which were planted on the site of the Sudety beechwood forests.

Key words: natural valuation, tourist trails, Karkonosze National Park
Słowa kluczowe: waloryzacja przyrodnicza, szlaki turystyczne, Karkonoski Park Narodowy

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Rozprawy Naukowe 41 - 2013, 33-42

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ANIMATORZY KRAJOZNAWSTWA I TURYSTYKI W SZKOLE

Kazimierz Denek

School sightseeing and tourism animators
The paper presents issues referring to school sightseeing trips and tourism. The author broadly describes the image of a teacher whose task is to show the beauty of the country to his/her students (native country teacher), the way the teacher is perceived by students and the ideal characteristics in the young people’s opinion. The ideal image is based on the survey carried out among students. The paper also discusses the problems of a perso­nality of native country teachers, as well as their education, training, and professional develop­ment. The paper attempts to answer the following questions: To what extent does the model of a native country teacher, especially as a guide of school trips and walking tours postulated by literature and youth adhere to reality? How many teachers are actually prepared, engaged, and willing to conduct didactic and educational classes outside the classroom in the field of sightseeing and tourism? Where do the teachers corresponding with the presented per­sonality traits of the model guide of school trips and walking tours come from?

Key words: native country teacher, school tourism, sightseeing
Słowa kluczowe: nauczyciel kraju ojczystego, turystyka szkolna, krajoznawstwo

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Rozprawy Naukowe 41 - 2013, 43-54

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JĘZYK ODDZIAŁYWAŃ PERSWAZYJNYCH W DOLNOŚLĄSKICH REKLAMACH TURYSTYCZNYCH

Jolanta Barbara Jabłonkowska

The language of persuasive interactions used in Lower Silesian tourist advertisements
To be effective and efficient every advertisement promoting a tourism product must use, as any other commercial advertising, a variety of methods affecting the imagination and emotions of potential customers either through verbal persuasion or visual amplification of infor­mation. In terms of language effects, rhetoric offers a wide range of persuasive methods. It proposes such constructions and verbal patterns that allow effective stimulation of associations. For example, rhetorical figures, which are able to overcome unfavorable conditions for an advertising message to get through, e.g. the restriction of space and time, intensified infor­mational noise or unilateral communication barriers. A conscious and deliberate choice of appropriate forms and linguistic structures largely determines the level of interest and in­volvement of potential customers. This paper presents and discusses the utilization manner and effectiveness of some language persuasion methods used in leaflets, brochures, pamphlets and mini guides in which the region of Lower Silesia is promoted. The paper analyses forty advertisements prepared and published by municipal offices using the European Structural Funds. The research material is rich and varied while the language persuasion methods seem to be a weak point of the promotion of Lower Silesia.

Key words: persuasion, language, promotion of Lower Silesia
Słowa kluczowe: perswazja, język, reklama Dolnego Śląska

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Rozprawy Naukowe 41 - 2013, 55-65

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Pomniki Friedricha Ludwiga Jahna na Śląsku

Marcin Dziedzic

Friedrich Ludwig Jahn’s monuments in Silesia
Friedrich Ludwig Jahn (1778–1852) was a German gymnastics educator commonly known as Turnvater Jahn. In the 19th and 20th centuries there were erected over 300 monuments in honour of him, mostly in Germany, Austria and what was later Czechoslovakia. They usually looked the same: a stone with a commemorative plaque showing Jahn’s bust. The article describes the monuments to Jahn in Silesia. The sources of information about them were mainly old newspapers. In Silesia at least 15 monuments were erected: in Biała (Zülz), Bo­lesławiec (Bunzlau), Bolków (Bolkenhain), Chojnów (Haynau), Gliwice (Gleiwitz), Jawor (Jauer), Kamienna Góra (Landeshut), Kłodzko (Glatz), Nowa Sól (Neusalz), Prusice (Prausnitz), Strzelin (Strehlen), Syców (Groß Wartenberg), Środa Śląska (Neumarkt), Trzebnica (Trebnitz), Złoto­ryja (Goldberg). Nearly all of them date back to prior to World War I. Only one was built after this conflict. Most of the monuments were situated in Lower Silesia. Only two were erected in Upper Silesia. Most of Jahn’s monuments in Silesia were destroyed after World War II. At present there is only one monument in Biała (Zülz).

Key words: Friedrich Ludwig Jahn, monuments, Silesia
Słowa kluczowe: Friedrich Ludwig Jahn, pomniki, Śląsk

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Rozprawy Naukowe 41 - 2013, 66-75

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Korzyści płynące z organizacji Mistrzostw Europy w Piłce Nożnej UEFA EURO 2012 według opinii gestorów bazy noclegowej Wrocławia

Izabela Gruszka

Benefits of the European Football Championship in the opinion of the managers of tourist accommodation establishments in Wrocław
The aim of this article is to present opinions of the managers of tourist accommodation establishments in Wrocław on their economic benefits from being one of the host cities of the European Football Championship. The study confirmed the fact that the European Foot­ball Championship was an important event for tourism sector, especially for hotel industry. In the survey which was conducted six months before the event, the managers highlighted positive changes in the tourism sector caused by EURO 2012. They expected both short- and long-terms significant benefits. The results were compared with the first estimates of attendance and spending of tourists who stayed in Wrocław during the tournament. The initial data show that, as it was expected, the EURO 2012 tournament generated benefits for the accommodation sector of tourism industry in Wrocław and it will also generate further economic benefits in the future, contributing positively to tourism development in the city.

Key words: mega-events, European Football Championship EURO 2012, tourist devel­op­ment, accomodation
Słowa kluczowe: mega-event, mistrzostwa Europy w piłce nożnej, zagospodarowanie turystyczne, baza noclegowa

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Rozprawy Naukowe 41 - 2013, 76-85

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Istota turystyki biznesowej, stan i czynniki jej rozwoju na przykładzie Wrocławia

Elżbieta Nawrocka

The concept of business tourism, its condition and development determinants on the example of Wrocław
The objective of this paper was to explain the concept of business tourism, characterize its current status in Poland with particular emphasis on Wrocław, as well as indicate major factors responsible for its development in this town. Due to an extensive scope of the dis­cussed problems, the paper was divided into four separate parts. In the first part, the article presents a theoretical approach towards analysis of business tourism. The second part cha­racterizes business tourism development in Poland, with main focus on Wrocław. It provides a comparative analysis based on statistical data. The third part, following the concept deve­loped by J. Swarbrooke and S. Horner, offers the discussion of the leading determinants affecting business tourism development in Wrocław. On their basis, in part four, recom­mendations for entities developing business tourism in Wrocław were presented.

Key words: business tourism, condition and development determinants of business tourism
Słowa kluczowe: turystyka biznesowa, stan i czynniki rozwoju turystyki biznesowej

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Rozprawy Naukowe 41 - 2013, 86-97

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Segmentacja i ocena oferty turystyczno- -rekreacyjnej ośrodków wypoczynku weekendowego strefy podmiejskiej Wrocławia

Mariusz Sołtysik

Segmentation and evaluation of tourist and recreation offer provided by weekend holiday resorts of Wrocław suburban zone
Alongside with the dynamic increase of Polish interest in weekend leisure tourism, one can notice a growing concentration of tourist migrations to the regions that so far have been popular as holiday destinations. What is more, one can also observe, especially among the inhabitants of large cities, the intensification of their migrations during weekends to local leisure centers and facilities which in most cases are excellently equipped in recreational devices and equipment, and which often provide high standard services. Thus, the com­pe­titiveness of typical centers of weekend leisure, already functioning or just opened, in the vicinity of large cities, including Wrocław, seems to be considerably limited in compa­rison to their equivalents in the cities or in holiday regions. In the article, segmentation of the offer of the selected weekend leisure centers located in the nearest vicinity of Wrocław was made. The author has also made an attempt to define the profile of tourists enjoying the services provided by those centers and assessing these centers in terms of facilities and the range of tourism services and products. In order to carry out the research, the following methods were used: local stocktaking (for defining the segmentation of the recreation offer of the selected centers) and diagnostic poll (an interview with the tourists to find out their opinions on the facilities and variety of services and products). The results of the research show, amongst others: good conditions of the analyzed centers of suburban leisure centers, justified and constructive development of their services and products, its flexibility to meet the current and potential customers’ requirements – both for the inhabitants of the suburban zone  and for tourists.

Key words: weekend leisure tourism, recreation center, recreation infrastructure, suburban zone, segmentation and the assessment of recreation services
Słowa kluczowe: weekendowa turystyka wypoczynkowa, ośrodek wypoczynkowy, infra­struk­tura turystyczna i rekreacyjna, strefa podmiejska, segmentacja i ocena oferty

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