XXI. MEZINÁRODNÍ KOLOKVIUM O REGIONÁLNÍCH VĚDÁCH. SBORNÍK
PŘÍSPĚVKŮ.
21ST
INTERNATIONAL COLLOQUIUM ON REGIONAL SCIENCES.
CONFERENCE PROCEEDINGS.
Place: Kurdějov (Czech Republic)
June 13-15, 2018
Publisher: Masarykova univerzita, Brno
Edited by:
Viktorie KLÍMOVÁ
Vladimír ŽÍTEK
(Masarykova univerzita / Masaryk University, Czech Republic)
Vzor citace / Citation example:
AUTOR, A. Název článku. In Klímová, V., Žítek, V. (eds.) XXI. mezinárodní kolokvium
o regionálních vědách. Sborník příspěvků. Brno: Masarykova univerzita, 2018. s. 1–5.
ISBN 978-80-210-8969-3.
AUTHOR, A. Title of paper. In Klímová, V., Žítek, V. (eds.) 21st
International Colloquium
on Regional Sciences. Conference Proceedings. Brno: Masarykova univerzita, 2018. pp. 1–
5. ISBN 978-80-210-8969-3.
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© 2018 Masarykova univerzita
ISBN 978-80-210-8969-3
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Sborník příspěvků XXI. mezinárodní kolokvium o regionálních vědách Kurdějov 13.–15. 6. 2018
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DOI: 10.5817/CZ.MUNI.P210-8970-2018-69
MARKET MONITORING AND ITS IMPORTANCE IN THE
DEVELOPMENT OF TOURISM ON A LOCAL SCALE
MARZENA WANAGOS1
AGNIESZKA SMALEC2
TOMASZ STUDZIENIECKI1
1
Department of Service Economics
Faculty of Entrepreneurship and Commodity Science
Gdynia Maritime University
 Morska 81-87, 81-225 Gdynia, Poland
Email: m.wanagos@wpit.am.gdynia.pl, t.studzieniecki@wpit.am.gdynia.pl
2
Department of Services Marketing
Faculty of Management and Economics of Services
University of Szczecin
 Cukrowa 8, 71-004 Szczecin, Poland
Email: agnieszka.smalec@wzieu.pl
Annotation
The new economic concepts emphasize the importance of intellectual capital including knowledge and social
relations. The skill of obtaining information and using it makes an important factor in the management processes.
The range of the entities cooperation within a specific area and the effectiveness of such cooperation depend
among others on the local market awareness. Such cooperation may be supported by a systematic market
monitoring by the local government. This opens up the opportunities for not only reasonable targeted cooperation
but an effective management of the resources owned by particular local organisations, and development creation
as well. The aim of this paper is to present the importance of tourist market monitoring in tourism development
on the local scale and the manner it is built, taking the city of Gdynia as an example. This article is based on the
respective literature study and research, including surveys spread among travel agencies for inbound tourists
located in the city of Gdynia. For the surveyed entities the knowledge about the tourist market is of great
importance and the urge to mutually cooperate and have access to the current information big enough to have the
local government of the city of Gdynia implement a special “Tourist Market Monitoring Programme”.
Key words
economic development, monitoring, government, tourist market, management
JEL classification: R11, R19, O29, O35
1. Introduction
Monitoring is commonly considered to be a tool of correctly managed development, both on the local and regional
scale. The knowledge on the condition and changes occurring in the space and within various human activities
facilitates the planning of rational development (Dąbrowski, 2009). The issue of tourism market monitoring is
handled scarcely, both as implementation and research (Panasiuk, 2006). The respective literature usually offers
surveys on spatial development monitoring (Czochański, 2013) rather than the pure demand-supply issue,
specifically in the broad system meaning of the tourism monitoring (March, Wilkinson, 2009; Antošová, Gomez,
2014). From the practical point of view, the tourist market research is not carried out in an extensive way; it usually
is of non-continuous character nor common methodology (Marciszewska, 2017). The use of such data is limited
as well. Therefore, it is vital for the monitoring to adopt the system-based approach.
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The monitoring (development, market, space etc.) system must be comprehended as a multifactor, complex system
(in terms of functionality, organisation, space and time) considered as study process and methodology (of a
determined scope of study methods allowing for its functionality) and also in terms of the material and
organisational context as a structure – a collection composed of interrelated action procedures, technology and
information tools, organizational and legal solutions, collections of data (gauges, indicators) and also result
analyses and cooperating institutions (the so called institutional environment) including human teams managing
the said system (Dąbrowski, 2009).
Referring to the tourist market, these factors are most commonly measured on the local scale: tourist traffic,
elements of tourist supply or the city visual aspects (Travis, 1982). The public statistics data is confined to only a
few factors: usually the number of accommodation and to what extent it had been used (Małachowski, 2015). As
a result, we do not get a comprehensive image of all the changes and processes occurring to the tourist management
in a given locality. Monitoring must be run in a system-based way, be of a continuous character to cover many
subsequent years and with applied methodology that allows for a comparison and correlation of many types of
information. The monitoring-borne information must reach the target entities both inside the given locality and
outside (Besculides, Lee, McCormick, 2002). Thus, the implementation of the market analysis system must be
accompanied by communication activities – a wide-range information directed at the interested entities (Min,
2013; Falk, Kilpatrick, 2000; Frauman, Banks, 2011).
The importance of the tourist market monitoring has the theoretical aspect – finding the methodological solutions
for tourist surveying tailored for the specific characteristics of the city and its developmental opportunities, and
the practical one – implementation, mastering and right usage of the collected data in a continuous way in order
to improve the skill of data processing for the purpose of development and management trying to match the
changing environment (Kizielewicz, 2015; Kastenholz, Cameiro, Marques, Lima, 2012).
An effective city tourist development policy must respond to the changes occurring to the surrounding world
(Anderson, O’Dowd, 1999, Szromnik, 2011). In order to make it possible, a permanent analysis of factors and
phenomena is a must to make efficacious decisions (Kotylak, Małachowski, 2017; Kizielewicz, Lukovic, 2013).
For this reason, the following simultaneous actions must be taken:
 putting diagnoses of the tourist condition in terms of social, economic and spatial aspects,
 monitoring the changes in phenomena and processes within the tourist economy,
 analysing the development trends and the mechanisms of their occurrence,
 drawing conclusions, evaluating, assessing and recommending the decisions to be taken,
 verifying and introducing corrections to the actions aimed at tourist development,
 forecasting the changes to the tourist market and setting targets responding to the market potential.
Both in scientific and practical terms, and from the point of view of methodology and research range, monitoring
must make part of the process which includes:
a) diagnosing the subject matter of the study – the details and frequency of the exploration itself, methods,
features etc. – in the statistical, spatial and time contexts;
b) organisation of the data collection – such as data hierarchy, systematics, reference levels, information
structure etc.;
c) index selection – indicator choice and grouping, their value and application measures to be used by
practitioners.
Discussing the surveys carried out in a given area, region or locality, a few questions must be answered in the first
place: Why do we need the monitoring system? In what way can the monitoring system serve the creation and
implementation of the developmental foundations? Which entities will be interested in the cooperation with the
use of the monitoring? Who should be in charge of the market monitoring (planning, surveying, data collecting,
data processing, financing etc.)? In what way should the data and information be used for the creation of the
development directions? (Forsyth, Dwyer, Clarke, 1995; Dietrich, Garcia-Buades, 2009) Conditions for good
monitoring are: consistent methodology, long research time, consideration of the specificity of the place (city etc.),
cooperation of entitles (fig. 1).
Sborník příspěvků XXI. mezinárodní kolokvium o regionálních vědách Kurdějov 13.–15. 6. 2018
532
Fig. 1: Conditions for good monitoring
Source: authors’ own processing
From the point of view of the local tourist economy it is the local government bodies which are responsible for
the growth of tourist functions in their towns and cities through their actions supporting tourism, by putting the
tourist development into the right track and thus controlling the assumed aims on the local scale (Daugstat, 2008;
Cawley, Gillmor, 2008; Bessière, 1998). The local government also has a significant importance in terms of
entities integration within the tourist services, support given to the said entities in creating specific offers for
tourists and their promotion (Kaczmarek, Stasiak, Włodarczyk, 2005; Mitchell, De Waal, 2009; Park, Yoon, 2009;
Ahn, Lee, Shafer, 2002). Gdynia, a young city of average size, very favourable seaside location and harbour
functions, has not included in their policy the point to make the tourist function prevail over other ones (The City
of Gdynia Development Strategy). However, tourism is a bonding element of the urban life and for this reason the
city authorities decided to boost its development and introduced the “Tourist Market Monitoring Programme”.
The process of building up the tourist monitoring system taking into account the specific characteristics of a city
involves many entities (Wolska, Kizielewicz, 2015). At the start, it is important to identify whether the entities
handling the local tourist issues are interested in obtaining information about the tourist market and if the
cooperation with them and their involvement in acquiring this knowledge is reasonable. The precondition for
starting work over establishing the monitoring system is comprehensive consultations and initial diagnostic
research (Decrop, 1999; Antošová, 2014). This paper, focusing on the model of the city of Gdynia, presents the
first stage of the programme which may turn into a complex system of the tourist market study; its diagnoses,
analyses and forecasting.
2. Research methodology
The aim of this study is to show the importance of the tourist monitoring in the development of the city of Gdynia.
The research was started as a response to the demand for the tourist monitoring by the local entities involved in
tourist services in the city. Those recommendations resulted in the Municipality creating the “Tourist Market
Monitoring Programme”. At present there are activities underway aiming at implementing this system.
Prior to the decision taken by the Gdynia local government to activate the initial actions aiming at the monitoring
system implementation, meetings and discussions with Gdynia based entities involved in the tourist services had
been organised. Between August 2017 and April 2018, four such meetings were held with 32 entities (both of
commercial and non-profit nature) (tab. 1).
Tab. 1: The business-type structure of the entities participating in the research
Entities offering accommodation 6
Entities offering catering services 8
Culture promoting entities (museums, theatres etc.) 4
Entities offering sporting events and activities 2
Associations and Foundations 4
Universities and Institutions of Higher Education 2
The City Management 1
Other entities (National Forests, Railway etc.) 3
Source: authors’ own processing
LONG TIME CONSISTENT
METHODOLOGY
THE SPECIFICITY
OF THE PLACE
COOPERATION
OF ENTITIES
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In order to expand the group of interested entities, a questionnaire was suggested which also aimed at completing
information which would trigger the start of the Gdynia tourist market monitoring process.
The conclusions from the meetings and consultations helped constructing the questionnaire form which contained
five short closed questions. The method was based on the diagnostic opinion poll carried out with the use of
questionnaire technique. Target selection was used – the entities located in the city of Gdynia running tourist
business. It was assumed that the problem concerns those entities which are linked to the city in terms of the area.
The research covered the businesses which represent tourist services: hotel industry, catering, travel agents,
culture, sports, institutions managing leisure areas such as forests, and also schools and commerce. The selection
was made following the draw survey – the number of registered economic entities. The assessment error was 3%,
while the number of the study sample was set at n = 86. The Questionnaire was sent to the respondents by
electronic mail following a telephone conversation. The answer refusal ratio was within 1‒3%. The Questionnaire
contained five closed questions with various answer cafeterias. The following survey elements were analysed: the
assessment of the current awareness of the tourist market condition in Gdynia, opinion concerning the
implementation of complete studies of the tourist market, indication of an entity which would coordinate such
studies, declaration of participation in the said study, indication of the level of importance of such research to the
involved entities. The Respondent’s Particulars included in the Questionnaire allowed for an analysis of the
surveyed group in terms of their business nature (hotel industry, catering, travel agents, education institutions,
culture etc.) and their type (commercial or non-profit). Descriptive statistics methods were used to analyse the
collected data.
Within the structure of the surveyed entities, the following were identified: 34% hotel businesses, 21% catering
businesses, 6% travel agents, the remaining 38% were of other nature. 81% of them were of commercial type
while 19% made non-profit organisations.
3. Research results
The results were made into a comprehensive report on the discussion-based meetings and surveying with the use
of the Questionnaire. The Questionnaire-based survey was complementary to the earlier conclusions drawn from
the discussion-based meetings with the representatives of the entities broadly making up the tourist management
in the city of Gdynia.
The meetings were based on consultations and discussions. They resulted in a number of conclusions which turned
into recommendations for the actions taken by the local government. The conclusions were as follows:
 entities dealing with tourism have insufficient knowledge of the tourist market which affects their decisions
concerning their tourist services,
 market research system is non-existent just as the system of information exchange between particular entities
is missing,
 the knowledge of the tourist market must be comprehensive; the surveys must be repetitive and carried out
on a longer run,
 the tourist potential and knowledge of the same must make the basis for the identification of the major trends
for tourism development in the city and making use of the area in a rational way,
 the created image of the city must not be incidental; the city needs to be aware of how to use the available
tools and aim at targets identified in advance,
 the tourists traffic (in terms of concentration and space) must be measured with the use of various methods in
order to provide the most realistic result.
In order to meet the above mentioned requirements a comprehensive project is needed based on survey and
development issues, made up specifically to cover the characteristic features of the city.
Our survey provided also information on the very low level of the knowledge on the city tourist market. Among
the representatives of the surveyed entities there occurred no one who would admit having sufficient command of
the subject. The questioned entities acquire such information from many sources which takes a long time to
process. In the scale of six grades of their knowledge (where 1 means the lowest level while 6 the highest),
proposed to them, the majority of answers fell on levels 2 & 3 (70%); only 8% saw their level as 5. This means,
there is no flow of information between the entities, the use of the available sources and their analysis is timeconsuming
yet incomplete at the same time.
Thus, there is no doubt that the opinion on the need to activate comprehensive research of the tourist market was
almost fully unanimous. The majority of the surveyed entities (82 out of 86) opted for the implementation of such
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research. Only 4 entities among the questioned ones did not have an opinion on the subject. They were travel
agencies dealing in outbound tourism.
On of the survey items was a request to indicate an entity coordinating the tourist market research, if activated. 67
entities (nearly 78% of the surveyed group) were of the opinion that it should be the Commune Authority, 10
entities (11.6%) were of the opinion that it is a task for a specifically designed organization combining tourist
businesses while 9 entities (10.5%) pointed to scientific units based in the city of Gdynia. During the discussions,
there were frequent opinions that such research should be carried on by a few cooperating entities where each
would be responsible for different elements of the monitoring process.
All surveyed entities declared contribution to such research implemented in the city of Gdynia. Such declaration
is vital as it promises that at the time of market research implementation, the monitoring system will be supported
by the said entities, which in turn gives an opportunity of effective research.
The Questionnaire also asked about the level of importance of tourist market study for the operations of the
surveyed entities. The 1 to 10 scale was offered, where 1 meant the lowest level of importance, and 10 the highest.
Majority of respondents ticked level 8 (as much as 62%), 21% ticked level 7, 14% level 9, while 2% opted for
level 6. The analysis of the entities which marked the highest level of market research importance for their
operations showed that it was the commercial businesses (hotel and catering industry). Those entities are in need
of very reliable information on the current market to make their business viable.
Conclusion
The post-discussion considerations and research results show clearly that the monitoring of the tourist market has
become an important issue for a modern city, represented here by Gdynia, which perceives its development in a
broader perspective. Tourism, as one of many urban functions, appears to be significant enough to make them
approach the project of monitoring. In the first place, it will allow for putting the knowledge on the tourist market
phenomena and processes to order, improving the cooperation between the entities to facilitate not only taking
reasonable business decisions by them but creating new values on the basis of experience exchange as well.
Good knowledge of the tourist market is important for the city authorities to make effective decisions in terms of
economy, social life and spatial management. It is also vital for the entities offering tourist services in order to
facilitate them building up the tourists-targeted products bringing profit to them. It is also important for tourists ‒
to create opportunities for happy stays for them and – finally ‒ for the city inhabitants so that their living standard
might improve. The implementation of the monitoring system of the tourist market in the form of a reoccurring
survey carried out permanently with the use of a coherent methodology, will bring only benefits to the city both
in the economic and social aspects. The research carried out in Gdynia showed at the same time that the tourist
market users – the entities responsible for the market shaping up – were very positive about this project and expect
the city authorities to implement it.
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