Adrian Lubowiecki-Vikuk

Adrian Lubowiecki-Vikuk
SGH Warsaw School of Economics | SGH · Department of Consumer Behaviour Research

PhD
Research interests include the intersection of marketing, tourism & health, focusing on consumer behavior & experience

About

83
Publications
23,226
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443
Citations
Citations since 2017
52 Research Items
362 Citations
2017201820192020202120222023020406080100
2017201820192020202120222023020406080100
2017201820192020202120222023020406080100
2017201820192020202120222023020406080100
Introduction
A graduate of Poznan University of Physical Education (MA in Tourism and Leisure, PhD in Physical Culture Science) and SGH Warsaw School of Economics ('Innovation Manager').
Education
October 2021 - July 2022
SGH Warsaw School of Economics
Field of study
  • Management and quality studies
October 2006 - September 2010
Poznan University of Physical Education
Field of study
  • Doctoral studies in Physical Culture science

Publications

Publications (83)
Article
Purpose This paper aims to provide an interpretative synthesis and critical reflection on the concept of “volatility, uncertainty, complexity and ambiguity” (VUCA) and its implementation in tourism and hospitality marketing activities and explain why it is useful and necessary. Design/methodology/approach This paper is based on a critical reflecti...
Chapter
Health tourism is an excellent example of the composition of ecosystem services, and its promotion by Destination Management Organisations (DMOs) seems crucial, especially in the post-COVID-19 era. In order to strengthen the brand of the destination, one should concentrate on the visual identification of a health tourism destination (HTD) by means...
Chapter
Searching for external sources of financing for individual research projects has become commonplace among Polish researchers. Considerable support is provided in the form of Polish National Agency for Academic Exchange (NAWA) stipend programmes. The purpose of this article is to share the knowledge gained during the implementation of a project fina...
Chapter
Travelling away from one’s usual place of residence at home or abroad for medical services is not new. In the past, medical tourism ...
Chapter
This study aims to understand some of the main trends in tourist segmentation in the context of medical tourism, with an emphasis on reproductive tourism (or, also called fertility tourism). The research study brings together a proposed conceptual model to test empirically to understand some of the main determinants of tourist demand in fertility t...
Chapter
Racism is a global hierarchy of superiority and inferiority that has been politically, culturally, and economically produced and reproduced for centuries by the institutions, in different countries, depending on their colonial history. In that sense, racism cannot be seen as a concept that is equal in every region of the world. Racism in sport is a...
Book
The literature review allowed us to notice that despite the increased interest in medical tourism research, especially in the last two decades, there are still not many studies that synthetically refer to the participation of marketing factors in the process of exchanging medical tourism offers between the patient–tourist and the supply entities of...
Article
Sustainability is a topic that is currently being discussed and constantly adapting, since it is related not only to an ecologically correct posture and strategy but also economically viable and socially equitable. Therefore, the importance given by the media to the theme of ecology, sustainability has led to a growing concern among the population....
Article
Sustainability is a topic that is currently being discussed and constantly adapting, since it is related not only to an ecologically correct posture and strategy but also economically viable and socially equitable. Therefore, the importance given by the media to the theme of ecology, sustainability has led to a growing concern among the population....
Article
Full-text available
Introduction and objective: Systematic monitoring of physical activity of young populations from different regions may be useful for making international comparisons, better understanding trends in physical activity and designing public health interventions to increase physical activity. Thus, the aim of the study was to comprehensively review stu...
Article
In the context of modern management, we referred to the re-creation of tourism products, modification of segments, and directions of marketing tourism enterprises and destinations development. The COVID-19 crisis should thus be seen as an opportunity to critically reconsider tourism’s growth trajectory, and to question the logic of more arrivals im...
Article
In the context of modern management, we referred to the re-creation of tourism products, modification of segments, and directions of marketing tourism enterprises and destinations development. The COVID-19 crisis should thus be seen as an opportunity to critically reconsider tourism's growth trajectory, and to question the logic of more arrivals im...
Conference Paper
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Objetivo: Compreender algumas das principais tendências da segmentação turística em contextos de turismo médico e de saúde e bem-estar, com ênfase no turismo reprodutivo (ou, também denominado, turismo de fertilidade). Metodologia: o estudo reúne um modelo conceptual proposto a testar empiricamente por forma a compreender algumas das principais de...
Book
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Leisure services encompass a variety of initiatives and related to the planning, development, and operation of parks, trails, zoos, and many other recreational and athletic facilities. Together, they are responsible for millions of jobs around the world. But in order to ensure their long-term viability, leisure services need to be sustainable. And...
Chapter
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Is leisure still a ‘luxury’ in the globalizing world? On the one hand, the number of hours and days that can be allocated to non-compulsory sports, recreation, cultural or tourist activities increases. However, the issue of rationality and seriousness in managing leisure is still difficult to assess. On the other hand, due to socio-demographic and...
Article
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Environmental changes resulting from human activity and the negative impact of civilisational megatrends are being noticed and criticised increasingly often, and their consequences are becoming extremely severe. If people do not change their habits, changes in our ecosystems will become irreversible and it will be impossible to live in such environ...
Chapter
Territorial marketing is a fundamental tool for destination management and strategic planning in order to promote and highlight a territory, place, or city. In order to understand and comprehend the importance of territorial marketing in promoting this event, an analysis of the results obtained through a qualitative approach is made. Three semi-str...
Article
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The aim this paper is identifying the behaviours and image of managers in terms of business culture and their synthetic description with the consideration of cultural differences pertaining to Central and Eastern European Countries (CEECs). The analysis was used of existing sources (desk research), i.e., Polish and foreign theoretical and empirical...
Chapter
In this chapter, the authors focus on enterprises where the service provider is any natural person representing the nationality of any member country or any legal person, in accordance with Article 48 of the Treaty, with its registered office in a member state offering or providing services (European Parliament & the Council, 2006).
Chapter
Our aim was to identify preferred behaviors associated with methods of maintaining a slim body in members of amateur sports clubs for gender and sexual minorities — physical activity, diet, bariatric surgery, liposuction, weight loss supplements, and weight loss medication — and to analyze the individual and socio-environmental factors shaping thes...
Chapter
The purpose of the chapter is to identify the motives for running (participating in the marathon) among singles and to identify differences in relation to runners in a formal/informal partnership. Using the Motivations of Marathoners Scale (MOMS) questionnaire, a diagnostic survey was conducted among 493 participants of (20th) PKO Poznan Marathon....
Article
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Purpose: To identify the consumption behaviours of singles aged 60+ (running single-person households) on the e-tourism market and to identify barriers to the use of this type of services, taking into account socio-demographic and economic factors. Design/methodology/approach: A survey questionnaire was used to collect data from 96 elderly Polish...
Book
Full-text available
Profesjonalizacja na rynkach usług finansowych i społecznych (w tym usług kultury, turystycznych i zdrowotnych) w ostatnich latach poskutkowała pogłębieniem asymetrii informacji na tych rynkach. Na konsumenta w coraz większym stopniu wpływa profesjonalna i często wątpliwa etycznie komunikacja marketingowa, przekazująca pozytywny i przyjazny wizerun...
Presentation
Full-text available
Territorial marketing is a fundamental tool for territorial management and strategic planning, in order to promote and highlight a territory, place or city. It is a fact that a city marketing policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other te...
Chapter
The expansion of medical tourism forces us to think about how to ensure the safety of medical travelers. The aim of the chapter is to discuss security issues in the context of purchasers of medical tourism services and direct enterprises (private healthcare companies) providing such services. The chapter uses the analysis of desk research, mainly f...
Chapter
This chapter focuses on the role of innovativeness and competitiveness in Polish service enterprises. An econometric analysis was done that focused on the average scores related to threats resulting from services market liberalization in the opinion of enterprises according to the size of the enterprise and type of services. Both the benefits and t...
Chapter
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Medical tourism is nowadays one of the fastest developing branches of tourism. Care for health is important for contemporary societies. At the same time there arises care for the environment, social equity, and economic growth of regions, the three main pillars of sustainable development. On the other hand sustainability is a difficult and demandin...
Chapter
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Referring to the definition of sustainable tourism and taking into consideration the specifics of medical tourism, it can be assumed that sustainable medical tourism is a conscious and sustainable human activity, in which a medical tourist / mobile patient aims to obtain broadly understood healthcare outside their permanent place of residence (at h...
Book
Full-text available
https://www.wydawnictwo.sgh.waw.pl/produkty/profilProduktu/id/1152/POTRZEBY_USLUGOWE_OSOB_STARSZYCH_W_WARUNKACH_PRZEMIAN_DEMOGRAFICZNYCH_W_POLSCE_Anna_Dabrowska_Miroslawa_Janos-Kreslo_Adrian_Lubowiecki-Vikuk_/
Article
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Purpose: The purpose of this paper is to identify and diagnose the activities of national destination management organizations (DMOs) from Central and Eastern European countries (CEEC) in the scope of a visual identification of health tourism destinations. Design/Methodology/Approach: The investigations were conducted on three stages: (1) a verific...
Article
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Background: The aim of this study was to analyse the use of dietary supplements to support weight reduction (DSSWR) in adults according to sociodemographic background, body mass index (BMI), waist-hip ratio (WHR), body fat percentage (%BF) and level of physical activity (PA). Method: Participants (n = 1130) were recruited from a region of Poland...
Article
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Over the last decades, a trend of population aging has been observed in Poland and across the world. It is a result of extended lifespan, increased quality of life and higher standards of health care. The gradually growing group of the elderly in Poland results in a steadily increasing significance of this consumer market. Services, in particular e...
Article
Full-text available
Purpose The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD). Design/methodology/approach Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the respons...
Article
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The medical tourism has been changing the healthcare scene especially in the developing countries which offer a combination of low costs for medical services and experienced medical personnel. It gives them the potential to become a target of choice for medical tourists. Therefore, the aim of the paper is verification of Central and Eastern Europe...
Article
Full-text available
The aim of this paper is to identify preferred Central and Eastern Europe (CEE) medical tourism destinations (MTD) and medical services in the context of socio-demographic determinants. The computer-assisted web interviewing (CAWI) method was used. A total of 282 completed self-administered questionnaires were collected from Britons and Germans, wh...
Article
Full-text available
Objective: The aim of the article is an assessment of the attractiveness of Poland as a medical tourism destination (MTD). Research Design & Methods: Survey data were collected from 282 German and British tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, th...
Article
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Destination Health Magazine is the first magazine edited in the UK with the objective of discussing healthcare tourism about the importance of the medical, thermal and other aspects of healthcare tourism with future perspective.
Book
Full-text available
https://www.wydawnictwo.sgh.waw.pl/produkty/profilProduktu/id/1091//ZACHOWANIA_KONSUMPCYJNE_SINGLI_W_POLSCE_Anna_Dabrowska_Miroslawa_Janos-Kreslo_Adrian_Lubowiecki-Vikuk_Teresa_Slaby/
Article
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The aim of the paper is to identify trends in the development of health and active tourism. In order to meet the above mentioned objective, a method of critical analysis of desk research was implemented, mainly a synthetic analysis of relevant scientific publications and reports. Against the background of globalization, the development of tourism i...
Article
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The objective of the article is an in-depth analysis of the area of sport consumption by non-heteronormative people (LGBT) united in amateur sports clubs of this character while taking into special consideration expenses related to this area of activity and the owned sports and recreational equipment. The authors’ intention was also a comparative j...
Article
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The article attempts to define the role of regional and local tourism organizations (RTO and LTO) in the process of creating tourist network products (TNP) in the Kuyavian Pomeranian voivodeship. For this purpose, personal interview method supported by a detailed analysis of secondary sources and own observations was used. As a result, three ready-...
Article
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The aim of this paper is to explain the growing phenomenon of the consumption of dental services beyond the place of the patient’s permanent residence. The essence and the scope of the phenomenon are discussed and the main factors affecting its development are indicated. The elements of the service package offered by dental clinics are identified....
Article
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The aim of the research was to identify amateur sports clubs in Poland aimed at satisfying the sports and recreational needs of the LGBT community (lesbians, gays, bisexual and transgender people) and opinion survey of members of these clubs. Particular emphasis was placed on the aspects of the significance of their functioning and fulfillment of t...
Article
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Medical tourism potential of CEE is currently not clearly identified due to the lack of data concerning the number of medical tourists in respective countries. The aim of the present study is to shed light on potential research topics in the field of medical tourism. A detailed analysis of scientific and consulting literature was used to identify t...
Article
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The aim of the study is to assess the physical leisure time activity among the students of grade I–III of junior high school (aged 13–16) – during the school year and holidays – and identify possible causal factors of physical inactivity in this social group. The relationship between participation in sport for all during the school year (regular, p...
Article
Full-text available
It is a common opinion that LGBT constitute a very active segment of the present-day tourist market. In the opinions of many scientists, their tourist activity is even higher than that of heterosexual people (considering both the numbers of trips and tourist expenditures). In this article, we present the tourist activity of the Polish LGBT society...
Article
Full-text available
Leisure-time behavior, including tourist activity among contemporary adolescents has raised great interest of scientists and the representatives of the tourism industry. Not only it is important to estimate the rate of tourism activity among adolescents, but also it is necessary to bear in mind the analysis of behavior shaped on account of their ge...
Article
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Nowadays, the act of taking care of one’s appearance has become a marker of a healthy lifestyle among both women and (mostly metrosexual) men. Physical activity plays a minor role, and tourist trips are more and more frequently combined with the consumption of medical services, including surgery and aesthetic dermatology. The aim of this study is t...
Article
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The article covers some aspects of tourist activity of Polish LGBT community. In an anonymous poll, 442 people participated who represented 4 LGBT communities, i.e. gays, lesbians, bisexuals and transsexuals. The authors focused their considerations on the presentation of the most popular travel destinations of the analysed community , in terms of...
Article
Full-text available
Introduction. The global market of medical services is characterized by intense competition. The main factor that decides whether a clinic will acquire new patients or not is the capacity for providing services of equal or higher quality at lower prices and offering better access to given procedures, i.e. a shorter waiting time than in the home cou...
Article
Full-text available
Junior high school youth constitutes an atypical consumer segment of tourist services. Such consumers are willing to take risks, search new interpersonal contacts, discover new cultures, want to expand their knowledge using typical tourist products at the same time. Parents and guardians have a significant impact on their behaviours. In 2013 resear...
Article
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Introduction: The number of young people spending their free time in an inactive way (moving away from sport and opting for sedentary activities) has been increasing. It is reflected in numerous losses in their health condition. Aim: To analyse the quality structure of organized and unorganized forms of leisure time physical activity among junior h...
Article
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Leisure Time Behaviours of Shopping Centre Visitors in the Poznan Agglomeration Abstract. The main aim of the paper is to identify leisure time behaviours of shopping centre visitors. The surveys were conducted at five big shopping centres in the Poznan agglomeration, which represented four different generations of shopping centre development. Acco...
Chapter
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The aim of the study, in theory and application, is an indication of functions and dysfunctions (formative, leisure and health, ethnic, educational, economic, political and space shaping) of the phenomenon of medical tourism, and an attempt to show its specificity by distinguishing the following categories: dental tourism, reproductive tourism, abo...
Article
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Regional economic development based on providing various services and products shaping the spehere of tourism is a marked post-modern world trend. Qualitative data analysis constitute an invaluable empirical source, on the basis of which a more precisely defined product (service) may be built, among others, in the field of medical tourism. This act...
Article
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Purpose. Analysis of the functioning of selected medical facilities in order to identify the phenomenon of medical tourism, which constitutes contemporary services market. Method. A diagnostic survey was used in the form of interview questionnaire: phone and direct. Findings. It was concluded that: (1) medical tourism market in Poland is in its i...
Article
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Background. The number of foreign patients in pharmacies is relatively on the increase, which contributes to the development of medical tourism, especially of one of its categories – pharmaceutical tourism. This requires estimation of the foreign patients segment, determination of the sociodemographic profile of the “pharmaceutical tourist”, identi...
Article
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Purpose of article: In the age of twenty-first century phenomenon – which undoubtedly is medical tourism – the target set by the authors is to present the development of medical tourism market, based on marketing activities, and a comprehensive analysis of these activities on the example of selected medical entities. Research of methodology/ resear...
Article
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W XXI w. na świecie zaczęto z zamiłowaniem uprawiać biegi rekreacyjne. Od 2013 r. jogging stał się najbardziej popularną aktywnością fizyczną wśród Polaków. Głównym celem artykułu jest ukazanie, że bieganie rekreacyjne, które jest nie tylko aktywnością ruchową służącą utrzymaniu właściwej kondycji fizycznej, ale także „sportem dla wszystkich”, zacz...
Article
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Abstract Background: The analysis of socio-demographic factors that determine the duration of tourist trips among urban single people. Material/Methods: The research included 598 randomly selected single people from Warsaw and Poznan. The study was conducted using the survey method. The relation between trips for ≥ 10 days and the variables charact...
Chapter
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Zamierzeniem autorów jest ukazanie zróżnicowania wielkości stopy aktywności turystycznej młodzieży akademickiej, zarówno w ujęciu społecznym, jak i w przestrzennym. Wykorzystując kwestionariusz ankiety na przełomie marca i kwietnia 2012 r. przeprowadzono badanie sondażowe mające charakter eksploracyjny. Grupę respondentów stanowili studenci Wydział...
Article
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Celem artykułu jest identyfikacja wpływu wydarzeń sportowych na rozwój turystyki w Toruniu oraz wskazanie perspektyw wykorzystania tych imprez w kształtowaniu krajowego, w tym lokalnego, ruchu turystycznego. Toruń posiada duży potencjał turystyczny (bogactwo zabytków architektury i zróżnicowaną ofertę kulturalną), to jednak wykreowanie masowych imp...
Article
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Aim of Study. Evaluation of urban singles' tourist activity in view of socio-demographic factors. Material and Methods. The study involved 598 randomly selected singles from Warsaw and Poznań. They represented six socio-occupational groups. The relationship between tourist activity and socio-demographic variables characterizing the socio-demographi...
Article
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The purpose of article is to draw attention to the emergence of a new and niche form of modern tourism, mainly Medical Tourism. Owing to EU regulations on new principles for the use of health care system, a new opportunity has been created for developing this particular form of tourism. The first part of the article is a compilation – providing th...
Chapter
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Currently the job market forces on graduated students from tourism branch of study not only theoretical but also practical knowledge. Therefore it is expected from them professionalization, specific specialization and management skills of knowledge, of time and of human resources. It becomes essential to know the trends and tendencies relating to s...
Article
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Article focuses on sport and tourism as important components of place branding process (national, regional and local). At the beginning, the literature in the field of place branding was reviewed. Next, the article discusses the importance of creating brand image on a domestic (national), regional and local (city) scale, including the subjects (sta...
Book
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#The aim of this study is to assess the degree of recreational and tourist activities of people living alone (so called ‘singles’), as well as to indicate the model of recreational and tourism behaviors and to determine the factors (socio-demographic, spatial and economic), which directly and indirectly affect these activities. The author of this s...
Article
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The author’s intention in the following paper is to demonstrate the potential of medical tourism, as in the form of developing a new tourism product. Medical tourism has been understood as a conscious activity, in which a traveller (a medical tourist) aims to receive health care services on a broader scale – both in his or her own country and abroa...
Article
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The group of international organizations and local associations (including tourism clusters) acting for medical tourism, as presented in this article, certainly plays an important role, which in a greater or lesser way supports and coordinates the development of one of the contemporary forms of health tourism, that is medical tourism. Medical touri...
Article
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In the light of their own observations and other authors, and contemporary trends – such as the increasing globalization of the world, integration and devolution – very im-portant and necessary scientific task is to compare the impact of local government policy on tourism and recreation field in the selected European countries. Hence, the purpose o...
Book
Full-text available
New solutions in the field of recreation and tourism are constantly being researched so as to meet the needs and expectations of a contemporary man. The most frequent factors shaping new trends in recreation and tourism are: demographic factors, eco-nomic factors, the style and quality of life, awareness and education, development of technology, pa...

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Projects

Projects (7)
Archived project
VUCA concept
Archived project
The project focuses on the issue of a local government influence on the development of tourism and sport for all in Poland. It is done on the basis of the chosen municipal, rural and mixed type communes of the Wielkopolska Province. The main theoretical objective of the project is to make an extensive analysis and assessment of the local government significance in the development of tourism and sport for all. Further-more, the research purpose of the study is to identify the factors that decide on the local government’s activity in the process of tourism and sport for all development in the region. The other, not less important, purpose of the project, in its practical dimension, is an attempt to work out the appropri-ate assessment method of the local government’s involvement observed in various commune types, on the basis of the collected empirical data. Moreover, the utilitarian purpose of the project is to make a typology of communes that would consider local governments contribution into recreational and tourist development of the region. In her study, the author aspires to find the answers to the questions whether the level of local government’s activity depends on the commune’s status and what kind of factors affect the local govern-ment’s involvement in tourism and sport for all development. Wielkopolska Province, which is the second biggest in Poland concerning its area and the number of com-munes and the third biggest concerning its population, was chosen to be the subject of the research. The spatial scope of the first part of the research covered all the communes from the Wielkopolska Province except the city of Poznań. Due to the big number of communes in the Province, it was necessary to divide them into homogenous typological groups with respect to their similar tourist and recreational development potential in the area of political and economic factors. Application of the Ward’s method of the anal-ysis of concentration, turned out to be the most useful one, for communes classification, on this stage of the research. For the second stage of the questionnaire survey, however, 49 communes, including 7 of the municipal type, 19 of the rural type and 23 of the mixed type, were drawn. Next, between August 2009 and June 2011 some representative surveys were carried out. The surveys included 49 interviews with the rep-resentatives of local authorities, 1656 questionnaires with the inhabitants of the examined communes and 208 surveys with the people representing sports and recreational business who, in majority, were leaders of non-governmental organizations and private entrepreneurs. The survey forms used for the research pur-poses were prepared by the author of the above thesis on her own. The time range of the theoretical part of the thesis includes the years 1990-2010 and empirical part includes the years 2005-2010. The basic method applied for the research described in this thesis was the induction method. On the basis of the professional literature review, the analysis of various documents containing secondary data and own research, the author tried to make some general conclusions concerning the role of local governments in the development of tourism and sport for all, and also determine the factors stimulating local government’s activity in the development of tourism and recreation. A few research methods commonly found in differ-ent disciplines of science were applied in the thesis and in particular such as: a diagnostic survey, taxonomic methods and a method of a table of signs. Moreover, for the comparative analysis purposes, some other commonly known social and economic indicators were used in the project as well as an attempt of creating own synthetic measures was taken.