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Journal of Marketing and Market Studies 1/2020

ISSN: 1231-7853
Pages: 36
Publication date: 2020
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2020.1.1
JEL: Z3, Z33

The role of luxury hotels is growing rapidly on the contemporary hotel market. This is the result of an increase in the number of affluent consumers, the dynamic development of business tourism, and a sharp increase in the importance of air transport in tourism. In many countries there is a sector with high market potential. The rapid development of this sector means that luxury hotel management companies apply a segmentation strategy. In Poland, the number of wealthy people is increasing, which is estimated at over 1.2 million. Consequently, favorable conditions are created for the development of the luxury hotel sector. This sector is not satisfactorily developed in our country. Meanwhile, luxury hotels are leaders in introducing innovations and even in times of economic stagnation, their services are considered more resistant to economic fluctuations. The article presents the essence and features of luxury hotels, their role and development paradigms on the global hotel market. The study presents the current state of development of luxury hotels in Poland, their spatial distribution and outlines perspectives for further development.

Keywords: luxury hotels luxury goods; hotel corporations consumers behevior; the luxury hotel market in Poland
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DOI: 10.33226/1231-7853.2020.1.2
JEL: M31

The term community is well established in the terminology used by marketing environments. The aim of the study is to present the essence of the terms community around the brand, subculture and community on the Internet and to indicate the consequences for the world of marketing resulting from the differences between them.

Keywords: subculture; online community; brand community
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DOI: 10.33226/1231-7853.2020.1.3
JEL: D12, Q56

Second-hand buying helps to decrease the level of production and for that reason it may be recognized as a sustainable behaviour of a consumer. The main goal of the paper is to define and recognise motivations, opinions and beliefs about the purchase of second-hand products sold in various retail trade formats and to examine whether customers are motivated by their care for the environment, the desire to escape from the consumption system or attempt to follow the principles of sustainable consumption. The research was carried out using FGI — Focus Group Interview with seven people aged 20–30, including five women and two men. The criterion for the respondent selection was whether they bought a used product in the last 12 months. The survey was conducted on 15th April 2019. Answers and their analysis have shown that sustainable consumption is not the main motivation of respondents to buy used products. The most common reason is the low price of the products. However, some responses were indirectly related to sustainable consumption.

Keywords: second-hand products; motives of purchase; sustainable consumption (produkty używane; motywy zakupu; zrównoważona konsumpcja)
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