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The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).

Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test).

Before visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes.

Identification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features.

The study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.

This paper aims to provide an interpretative synthesis and critical reflection on the concept of “volatility, uncertainty, complexity and ambiguity” (VUCA) and its implementation in tourism and hospitality marketing activities and explain why it is useful and necessary.

This paper is based on a critical reflection research methodology which allows for a synthesis of data from the traditional narrative review and on the authors’ experiences and observations.

The volatile environments in which entities from the tourism and hospitality industry (T&HI) operate necessitate a redefinition of the rules for designing marketing activities. The VUCA concept may serve as the basis for these changes. Its implementation requires specific managerial skills enabling T&HI entities to use an agile marketing strategy. The latter should be based on a flexible and customer-centric approach.

This paper provides a VUCA framework for adapting marketing mix instruments to the rapidly changing hospitality and tourism industry. This paper also offers several useful guides for practitioners on different aspects of VUCA within the industry.

To the best of the authors’ knowledge, this paper is one of the first attempts to reflect critically on the possibilities of using the VUCA concept in marketing by the T&HI and contributes to the discussion about the conditions for its implementation. This paper offers suggestions about the dynamic competencies of tourism and hospitality managers (enterprise and leader oriented), which are essential when designing marketing mix instruments in line with the VUCA concept, and indicates directions for future research.

The purpose of the chapter is to identify the motives for running (participating in the marathon) among singles and to identify differences in relation to runners in a formal/informal partnership. Using the Motivations of Marathoners Scale (MOMS) questionnaire, a diagnostic survey was conducted among 493 participants of (20th) PKO Poznan Marathon. In the first stage, the motives for running among singles were identified and whether there were statistically significant differences compared to the motives declared by nonsingles (56 motives were analyzed according to the MOMS scale). In the second stage, the differences for nine groups of motives indicated in the MOMS questionnaire were checked, i.e., health orientation, weight concern, personal goal achievement, competition, recognition, affiliation, psychological coping, life meaning, and self-esteem. Statistically significant differences were noted with 2 of the 56 MOMS motives: “to add a sense of meaning to life” and “to stay physically attractive.” The findings about motivations to run among singles can be used in developing more effective marketing strategies in the marathon and sporting events industries.

The purpose of this chapter is to provide a viewpoint on the importance of liberalization for the development of service economy. This study of the authors results from the conducted research and experience obtained so far in the field of liberalization of the services market and its effects on Polish service enterprises. In addition, it contains practical insights on the liberalization, taking into consideration the benefits and barriers perceived by Polish service enterprises entering the markets of Central and Eastern Europe countries (CEEC) and for the economy. This chapter provides insight for the researchers and practitioners who are interested in the problematic of the liberalization of the services market in the context of managing a company operating in the CEEC area.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

In industries subject to high levels of unpredictability, existing marketing strategies can become ineffective. Firms can address this problem when leaders possess the managerial skills needed to adapt marketing mix elements to create a marketing strategy that is agile and flexible enough to meet customer demands as they evolve.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.