Turystyka rodzinna – wyzwania dla zarządzających obszarami recepcji turystycznej
FAMILY TOURISM – CHALLENGES FOR MANAGERS OF TOURIST RECEPTION AREAS

Summary/Abstract: An increasing number of families take up tourist trips, looking for unique experiences and attractions tailored to their needs. Often the places where visitors go, the so-called tourist reception areas do not meet the expectations of families with children. The aim of the article is to diagnose and analyse the most common problems of this type of families travelling to areas attractive in terms of culture and nature. The next step is to compare the results of own research with the latest global trends in family tourism. The application goal of the work is to provide entities managing tourist reception areas with the most important proposals for changes and necessary improvements in these areas to make them more “friendly” to families with children. Qualitative research was conducted on a purposefully selected sample of wealthy families with children from the Krakow Metropolitan Area. The analysis, based on grounded theory, made it possible to generate and name the main categories that raise key issues resulting from the specific needs of families with children: adapting the educational offer to the requirements of families, deficiencies in tourist infrastructure, the need for a specialised, including pedagogical, approach to children in facilities located in tourist reception areas. The behaviour of surveyed families with children on the tourism market turned out to be mostly consistent with global trends for this segment over the last two years. The respondents’ recommendations for managers of tourist reception areas focus, among others, on: increasing ecological solutions in tourism, providing education tailored to the level of knowledge and skills of children, investing in green areas in city centres, preparing more places for rest and outdoor education, and tourist accessibility.

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