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Analysis of Tourism Services in the Czech-Polish Part of the Euroregion Neisse

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Analysis of Tourism Services in the Czech-Polish Part of the Euroregion Neisse ❚❡♥❞② ✈ ♣♦❞♥✐❦♥ ✲ ❇✉✐♥❡ ❚❡♥❞ ✭✷✵✷✵✮✱ ✶✵✭✶✮✱ ✶✸✲✷✷✳ ❤♣✿✴✴❞♦✐✳♦❣✴✶✵✳✷✹✶✸✷✴❥❜✳✷✵✷✵✳✶✵✳✶✳✷✶❴✸✵ ANALYSIS OF TOURISM SERVICES IN THE CZECH-POLISH PART OF THE EUROREGION NEISSE Jaroslava Dědková 1, Otakar Ungerman 2 1 Ing. Jaroslava Dědková, Ph.D., Technical University of Liberec, Faculty of Economics, Department of Marketing and Trade, [email protected] 2 Ing. Otakar Ungerman, Ph.D., Technical University of Liberec, Faculty of Economics, Department of Marketing and Trade, [email protected] Abstract: The border areas are influenced by the cross-border visitation of tourists, which is usually of a short-term character. These are shopping, exploring natural attractions, commuting to work, visiting friends and relatives, attending cultural and social events, and transit transport. In the course of 2018-2019 a joint research of EF TUL and UE Wroclaw was carried out to determine the quality of tourism services in the Czech - Polish border area. The aim of the research was to find out how respondents perceive and evaluate the quality of services. Almost 1000 respondents on the Czech and Polish side evaluated transport services, accommodation services, sports and recreational services, catering services and the position of information centers. The paper presents the results of this research. Keywords: Tourism services, Czech-Polish area, quality of services, research, cross-border comparison JEL Classification: Z32 INTRODUCTION Over the last twenty years social media and networking have gained popularity and interest among the young, middle aged and elderly. It can be declared, however with caution, that it is the young who are connected to the social media the most. They use social media for several purposes of which social networking seems to be the most important and leading cause. According to James Mageto (2017) these social sites impact the lives of our youth in a society a great deal in terms of morals, behavior and even education-wise. The purpose of this study was to examine social networking among university students at Szent István University, Gödöllő, Hungary. 1. THEORETICAL OVERVIEW In an era of global competition, where many tourist destinations are offered, the competitive advantages in tourism can be divided into three areas: basic supply (natural and historical attractions), derived supply (infrastructure and human f actor), and service quality. (Rogoziński, 2005) The last part, service quality, is the subject of the presented research. Service quality has been defined differently by different authors. Parasuraman et al. (1985) defined service quality as "the degree and direction of mismatch between customer perception and expectations" and "perceived service quality" as "the gap between customer's expectations and perception as a measure of service quality". The smaller gap, the better the quality of services and the greatest customer satisfaction. (Demir, 2013) Measurement of service quality has gained increased attention in tourist literature in recent years (Hudson & et al, 2004, Voss, Spangenberg & Grohmann, 2003). Service quality is a constant term in all modern industries and is one of the basic strategies to achieve customer satisfaction. (Akroush et al., 2016) The definition of service quality can be divided into two areas: · Technology-driven and product-oriented definitions that defined quality in terms of compliance with requirements based on company specifications. · Market-oriented and customer-oriented definitions, as appropriate, that focus on customer benefit and satisfaction. (Swarbrooke & Horner 2007) ❚❡♥❞② ✈ ♣♦❞♥✐❦♥ ✲ ❇✉✐♥❡ ❚❡♥❞ ✷✵✷✵✴✶ ✷✶ ❚❡♥❞② ✈ ♣♦❞♥✐❦♥ ✲ ❇✉✐♥❡ ❚❡♥❞ ✭✷✵✷✵✮✱ ✶✵✭✶✮✱ ✶✸✲✷✷✳ ❤♣✿✴✴❞♦✐✳♦❣✴✶✵✳✷✹✶✸✷✴❥❜✳✷✵✷✵✳✶✵✳✶✳✷✶❴✸✵ Tourism products are characterized by immateriality, short durability, heterogeneity, and the human factor. Many destinations offer similar or the same services that clients receive when staying in different destinations, so quality becomes critical to differentiating one destination from another. According to Palatková (2006), quality is what the client wants, plus what the destina tion can offer to the client in differentiating and profiling their product compared to competitors. Quality has a very subjective character in the field of tourism services. The quality of the service – tourism product – according to the ČSN ISO 9004 -2 (Kvalita, 2014) standard is given both by defining the need that the service should satisfy, the nature of the service in terms of value added for the customer, but also by comparing comparable services with each other. (Swarbrooke & Horner 2007) The proximity of Poland led the Department of Marketing and Trade of the Faculty of Economics of the Technical University in Liberec to decide to carry out primary research on the quality of tourism services in the Czech-Polish border area. The Faculty of Economics cooperates with Uniwersytet Ekonomiczny, Wydział Ekonomii and Zarządzania i Turystyki w Jeleniej Górze and therefore the research was carried out on both sides of the border. The aim of the paper is to identify the quality of provided services in the Czech-Polish part of the Neisse Euroregion based on primary research . The Czech- Polish border area under investigation is part of the Neisse – Nisa – Nysa Euroregion. The Euroregion was established in 1991 on the territory of three border regions, the Czech Republic, the Federal Republic of Germany and the Republic of Poland. All three areas are connected by many common problems and interests, resulting from similar systemic changes and from many years of common history. The Neisse River, which also forms the border between Germany and Poland, is the unifying element of the whole territory and a traditional symbol of mutual cooperation of all parts of the territory. The length of the state border of the Czech-Polish territory within the Euroregion is 130 km. In total, there are 6 road, 17 pedestrian and 2 railway border crossings. · The Czech part of the Euroregion comprises four tourist regions: Bohemian Paradise, Českolipsko, Krkonoše and Jizera Mountains. Natural formations and sights, historical monuments and cultural institutions, sports areas and facilities make this territory an important ar ea for recreation and tourism. (Dědková, Ungerman, 2017) · The Polish part of the Euroregion consists of 51 municipalities in the Lower Silesian Voivodeship. It is a mid-sized and densely populated voivodeship, divided into 26 districts and 4 urban districts. The capital of the voivodeship is Wrocław. (Ozimek & Szlachciuk, 2016). The border area lies at the border with a neighbouring state and includes the border area of a neighbouring state, which is different from the concept of a border area that includes only the territory at the borders of one state. Cross-border tourism is the activity of persons traveling to the borders of a neighbouring state outside their usual environment for less than one complete year, for leisure, trade and other purposes not related to gainful activity. Tourism in border areas is divided according to three criteria: · recreational tourism; · cultural tourism; · tourism focused on exploring natural beauty The Czech-Polish cross-border area has excellent natural conditions for the development of tourism. The offer of tourist destinations in this area goes hand in hand with a wide range of quality accommodation and catering facilities as well as well-developed infrastructure that ensures easy accessibility of the location. Some parts of the region are sought after due to less widespread specific activities such as church tourism, sightseeing and wellness. (Myslivcová, 2019) 2. METHODOLOGY Secondary data and primary research on the Czech and Polish side of the Neisse Euroregion were used for the paper. Secondary sources led to the characterization of the theoretical concept of service quality. The primary research was carried out by trained interviewers who were students of EF TU in Liberec ✷✷ ❚❡♥❞② ✈ ♣♦❞♥✐❦♥ ✲ ❇✉✐♥❡ ❚❡♥❞ ✷✵✷✵✴✶ ❚❡♥❞② ✈ ♣♦❞♥✐❦♥ ✲ ❇✉✐♥❡ ❚❡♥❞ ✭✷✵✷✵✮✱ ✶✵✭✶✮✱ ✶✸✲✷✷✳ ❤♣✿✴✴❞♦✐✳♦❣✴✶✵✳✷✹✶✸✷✴❥❜✳✷✵✷✵✳✶✵✳✶✳✷✶❴✸✵ on the Czech side and Wydział Ekonomii, Zarządzania i Turystyki w Jeleniej Górze on the Polish side. The method of personal interviewing was chosen for the primary quantitative research. To fulfil all the research objectives, the structured questionnaire had two parts. The first part was devoted directly to the evaluation of services in six areas: transport services, accommodation services, sports and recreational services, information services, local infrastructure services and catering. Each of these six areas was then determined in more detail. The questions were scaled, where respondents could answer on a scale of one to five. Descriptive statistics, mean, mode, median and standard deviation were used for evaluation. The t-test was used to determine the differences between the Polish and Czech regions. This is a parametric test assuming that sample standard deviations can serve as an estimate for population standard deviation and account for a normal distribution of the measured trait. The second part then dealt with categorical questions concerning sex, education and age. The results are processed in the form of tables. Pearson's chi-squared test was used to evaluate categorical questions to determine if there were significant differences in respondents' answers. The paper does not present critical values, but only p-value; tests were performed on the significanc e level α=0.05. To determine the differences in the evaluation of quality, the
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