IDENTIFICATION AND ASSESSMENT OF THE ATTRACTIVITY OF TERRITORIAL TOURIST PRODUCTS WITH THE USE OF THE MCKINSEY MACRIX METHOD: THE EXAMPLE OF borough WOLSZTYN

Abstract

The paper undertakes an analysis of the promotional strategy of the city of Wolsztyn concentrating on the Wolsztyn steam locomotive depot as a key element of the tourist offer, despite the existence of significant potential for the development of other forms of tourism in the region, such as active recreation or nature tourism. The aim is to characterise the current and potential forms of tourism in the Wolsztyn municipality and to answer the question: why does the town focus on the Steam Engine Depot at the expense of other tourist attractions. The study used a critical analysis of the literature on the subject and an analysis of strategic documents, supported by the McKinsey matrix method adapted to strategic management in a spatial context. The results indicate that despite the high potential of active and nature tourism, promotional activity is focused on cognitive tourism, in the form of the Wolsztyn Steam Engine Depot, which limits the diversity of the offer. Conclusions indicate the need to extend promotional and strategic activities to include other forms of tourism, which may strengthen the economic development of the municipality and its attractiveness for different tourist segments. This article was prepared as part of the activities of the EXPLORERS Student Tourism Research Centre.