Mobile marketing in the process of building value for generation Y on the tourist market

- Zbigniew Spyra, Ph.D., Olgierd Witczak, Ph.D.

In 2017 the youngest consumers qualifying for the Y/millennials generation in Poland (people born between 1984 and 1997) will be 20 years old. InPoland it is a group of about 9 million people who are in the stage of life cycle characterized by high dynamics of growth of product and service consumption. Information and communication technologies (ICT) play a key role in the life of Y-generation. They influence the decision-making process and formation of the purchasing process on the market. An area using ICT technologies is the continuously growing set of instruments of mobile marketing, in particular in the area of communication with clients (among others, mobile applications, mobile vouchers, SMS/MMS, newsletter).

In the article, on the basis of the results of conducted direct surveys, the issues concerning the conditions for the use of ICT technologies by the representatives of Y generation are described.The article presents chosen tools of mobile marketing used by companies in the process of building the value of products/services on the tourist market for a specific target group (Y generation) characterized by needs and expectations different from the segments of the market served by tourist companies thus far.

Zbigniew Spyra, Ph.D., University of Economics in Katowice, Poland – doctor of economic sciences in the discipline of management sciences, an employee at the Department of Market and Marketing Research at the University of Economics in Katowice. Director of postgraduate studies “Management in culture, art and cultural tourism,” academic supervisor of Students’ Scientific Marketing Club “MERITUM”, an organizer of Scientific Conference for Students and PhD Students “New media and technologies in marketing communication”. His research interests focus on the problems related to marketing communication, marketing research as well as relationships in supply chains managed by retail businesses. Coordinator of The European Union in Katowice of research projects for economic practice in the field of standardization programs of customer service and branding. Author of ”Kanały dystrybucji. Kształtowanie relacji” (Publisher CeDeWu) and co-editor of the book “Zarządzanie w kulturze, sztuce i turystyce kulturowej” (Publisher CeDeWu).

Olgierd Witczak, Ph.D., University of Economics in Katowice, Poland – a scientist at the University of Economics in Katowice. Assistant Professor in the Department of Business and Consumer Relationship Management. Specialist in the field of media and marketing communication. Contractor of projects for economic practice in the field of market research and marketing, brand creating and programs of customer service standardization. Trainer and coach of sales teams.

DOI: 10.14611/minib.27.03.2018.09
Contact: zbigniew.spyra(at), olgierd.witczak(at)
MINIB, 2018, Vol. 27, Issue 1

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