Destination rejuvenation strategies – policies and measures

Scientific and technological international cooperation joint project for the years 2008-2009

Partners: The Department of Tourism, The Poznań University of Economics;
Zentrum für Tourismus & Dienstleistungswirtschaft, Innsbruck University.

Polish title: Strategie, polityka i środki podejmowane w zakresie rewitalizacji obszarów recepcji turystycznej

Duration: 2008-2009

Aim and scope of cooperation:

The aim of the project is to rejuvenating tourism destinations including aspects as changing service quality and customer tourist satisfaction (particular measurement and its management at the level of tourism enterprises and the level of the destination), repositioning of images, redesign, rezoning and environmental management, prequalification and repositioning of qualifications, skills, technologies and entrepreneurship.

More in detail, the following research questions should be answered within the following two years:

  1. At which stage of the destination life cycle model are Tyrol and Poznan? Which variables are helpful for measuring   destination life cycle positions?
  2. What are the main differences regarding mature markets between the alpine tourism product Tyrol and the growing city product of Poznan?
  3. What are the earliest symptoms of stagnation stage and how to avoid them?
  4. Which strategies seem to be useful to overcome stagnation phases in mature markets? On the other hand, which strategies can be proposed to delay arrival of the stagnation phase in a developing market of Poznań? Which strategies in particular can be adopted in the case of Tyrol, and which in the case of Poznań? Which tourism products are appropriate for the destination Tyrol and which tourism products are appropriate for Poznań?
  5. How tourists evaluate mature and rising markets in terms of perceived service quality and satisfaction?
  6. Which entrepreneurial qualifications are necessary to overcome stagnation phases and to rejuvenate destinations? Which entrepreneurial differences can be analyzed due to  the Alpine characteristics and big city area of Poznan lifestyles of entrepreneurs? 

Project coordinators:

  • prof. Grzegorz Gołembski, The Poznań University of Economics, Faculty of International Economy, Department of  Tourism;
  • prof. Mike Peters, Universität Innsbruck, Zentrum für Tourismus und Dienstleistungswirtschaft

Team members:

  • dr hab. Agnieszka Niezgoda
  • dr Piotr Zmyślony
  • mgr Katarzyna Czernek
  • dr. Alexandra Brunner-Sperding
  • mag. Christopher Kronenberg
  • mag. Stefan Märk


  • October 2008, Poznań: Setting the research methodology
  • 27-28 November 2008, Innsbruck: Destination Rejuvenation Strategy: European Case Studies - International Workshop
  • November 2009, Innsbruck: Review of collected data, consultation with a view to unify the presentation of research results