Exploring tourist preferences in regional coastal destinations

Abstract

PURPOSE: The article attempts to examine the behavioral preferences of tourists and visitors from the West Pomeranian Voivodeship in relation to the coastal tourism offerings of this region.

DESIGN/METHODOLOGY/APPROACH: The article presents a summary of a survey conducted among 129 respondents—residents of the West Pomeranian Voivodeship—alongside a review of professional literature and statistical data from both the Central Statistical Office and Big Data research commissioned by the Marshal's Office of the West Pomeranian Voivodeship.

FINDINGS: Based on the research results, it was possible to determine the typical behaviors and preferences of tourists regarding regional tourism along the coast. The key findings include identifying both the main advantages and disadvantages of the West Pomeranian Voivodeship’s coastline, as well as the frequency with which respondents visit and stay overnight in this subregion.

PRACTICAL IMPLICATIONS: The study holds significant practical value for stakeholders in the broader tourism industry—such as accommodation providers, dining venues—as well as for regional and, especially, local authorities. It highlights areas that, based on response percentages, should be considered critical and in need of improvement. The study results also allow for an assessment of areas where efforts have proven effective, indicating that the offerings or standards in these areas are satisfactory to customers and contribute to the appeal of the discussed destination.

ORIGINALITY/VALUE: The originality and value of the study are given by the fact that this area – correspondence from a large company is poorly researched and not exhaustively discussed in the available literature. Few researchers have addressed this important area of customer communication, especially in the current pandemic situation. The energy company may incorporate the produced recommendations into its customer communication strategy.