Abstract:

The aim of this article is to analyze the importance of long-term relationships with pilgrims in the activities of pilgrimage organizers in the context of partnership marketing. The study demonstrates that these relationships are multidimensional and encompass both functional and emotional-spiritual aspects. It emphasizes that the specific nature of pilgrimage services fosters the building of lasting relationships based on trust, loyalty, and shared experiences. The article presents the theoretical foundations of partnership marketing and its application in pilgrimage activities, highlighting the importance of relational capital as a factor determining organizational development.