COOPERATION OF ENTITIES IN THE MARKET OF REGIONAL TOURIST PRODUCTS

The regional tourist product is usually developed by many entities. Its unique feature is complexity. Individual elements form one whole, although they are managed by different entities. It means that the regional tourist product consists of many elements which are complementary to one another. Cooperation of entities developing the regional tourist product is particularly important, and it is often even a prerequisite for such products. Regional tourism policy is crucial as it should focus on enhancing motivation for cooperation among entities in the region and outside it. Such cooperation affects the scope, structure, quality as well as the availability and image of regional tourist products, among others, and therefore the region's competitiveness. The aim of this paper is to present the unique nature of regional tourist products, where the development of such products is determined by cooperation. This paper also seeks to show the diversity of regional tourist products, depending on the entities involved and their objectives. Research has been conducted in order to identify the motives for cooperation, to show the level of willingness and satisfaction from such cooperation and the awareness of undertaking joint actions. The representatives of the entities participating in the development of joint regional products were surveyed. A diagnostic survey was carried out using questionnaires. A sample of 643 various entities (local governments, commercial entities, nonprofit tourism organisations) were surveyed during 2013-2016 in Poland. The problem analysis has shown that regional tourist products are particularly difficult to develop. Their scope, structure, quality as well as availability and image depend on a range of factors that result from cooperation of many entities. They are the basis for the region's tourism attractiveness and competitiveness. The results of the research have shown that entities are willing to cooperate provided that the product achieves their individual objectives and there is a leading entity which motivates them properly to take action. The research has also shown that entities prefer to cooperate with the same or similar type of entities; for example, a local government with other local governments, commercial entities with other commercial entities. It is much more difficult to establish and implement cooperation with entities of different nature. Nonprofit organisations usually manage to do that. Also, it must be noted that the awareness that cooperation is necessary for developing regional tourist products is very high among the surveyed entities.