SUCCESS FACTORS OF A TOURIST ATTRACTION: A CASE STUDY OF THE HORTULUS GARDENS

Abstract

The objective of this article is to identify and analyse the key success factors of a tourist attraction, using the Hortulus Gardens as a case study. The research was conducted using secondary source analysis, personal observation, and a SWOT analysis applied to the case study of the Hortulus Gardens in Dobrzyca. As indicated by the conducted analyses, the success of the studied tourist attraction is the result of a synergistic effect between effective management, a diverse and comprehensive offering, high-quality spatial development, professional staff, and effective marketing activities. Favourable environmental conditions and the skilful adaptation of operations to the seasonal nature of tourism also play a significant role in the facility's functioning. The results obtained indicate that a comprehensive approach to managing a tourist attraction can provide a foundation for its sustainable development and competitiveness.