Rola krajobrazu w kształtowaniu konkurencyjności obszarów recepcji turystycznej

Abstract

The topic of competitiveness of tourist destinations is one of the most important ones, both from the local governments’ point of view and local tour operators’s perspective. A competitive destination, owing to a higher value offered to the customers in comparison with the competition, can attract a satisfactory number of desired visitors. The role of landscape in the shaping of destination’s competitiveness is complex, as the landscape comprises both, the elements that cannot intentionally be altered and such elements, that can intentionally be adjusted to the needs of destination’s competetive offer. The measurement of landscape-affected ‘competitiveness level’ is also complex, as it concerns both, elements of quantity and quality. The most important, however, is the fact that landscape is a complex value, which enables aggregation of multiple elements. Thus the analysis of landscape enables full description, not only a fragmentary description used hitherto to describe tourist area’s compete-tiveness. On the other hand, such terms as ‘landscape’ and ‘competetiveness’ are defined in different ways in different sources and different branches of science. This can cause a problem, as not all definitions can have an equal application in terms of destination’s competetiveness’ description. In this article, different measures of landscape attractiveness and their use if were shown and discussed.