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Międzynarodowa strategia marketingowa dla turystyki w Ghanie
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ISBN10: 6209246982
ISBN13: 9786209246982
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 6 2025
Pages: 124
Weight: 0.39
Height: 0.29 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786209246982
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 6 2025
Pages: 124
Weight: 0.39
Height: 0.29 Width: 6.00 Depth: 9.00
Language: Polish
Książka skupia się na potrzebie opracowania skutecznej międzynarodowej strategii marketingowej dla branży turystycznej Ghany. Przeprowadzono badanie, którego grupą docelową byli afroamerykańscy turyści odwiedzający Ghanę. Badanie mialo na celu sklasyfikowanie rodzajów mediów drukowanych i elektronicznych, z których Afroamerykanie czerpali informacje dotyczące podróży. Mialo ono również na celu zidentyfikowanie glównych kanalów dystrybucji, za pośrednictwem których ta grupa docelowa nabywala produkty turystyczne. Zbadano również doświadczenia turystyczne Afroamerykanów odwiedzających Ghanę pod kątem organizacji podróży, wielkości grup i dlugości pobytu. Badanie wykazalo, że najsilniejszym czynnikiem motywującym Afroamerykanów do odwiedzenia Ghany bylo dziedzictwo kulturowe.
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