Abstract:

Tourism products  shape the interaction between the tourist and the provider who functions in a specific cultural environment. The tourism products of Kashubia can be considered a classic example of the above-mentioned relations: based on the wealth of natural and anthropogenic values, they stimulate tourists to express their emotions and feelings and they also “provoke” the local community to behave in a friendly manner towards s the tourist. The aim of the article is to show the need to conduct research aimed at assessing customer satisfaction for the effective promotion of tourism products. The following research problem  has been formulated.

 How to improve the tourism product for higher customer satisfaction and effective promotion?

Research questions:

1. Does the tourism product need cultural components in its structure to attract tourists?
2. What kind of marketing activities are required to improve the quality of service and the level of tourists’ satisfaction?
3. How to satisfy tourists when they complain about the service quality?
4. How to build customer loyalty?
5. Is the Kashubian region competitive in terms of tourist attractiveness?

Analysis of the literature, active observation of the Kashubian tourism offer, visiting many places and towns to assess their attractiveness: these methods have been used in the study,

The research shows that an easier marketing way – both in terms of organization and finance – is to improve promotion than to search for completely new marketing instruments;  developing cultural products and events that will promote the Kashubian region.th.