CHALLENGES AND METHODS OF MEASURING TOURIST FLOW IN REGIONS

Purpose: The aim of this paper is to identify the barriers and challenges associated with measuring tourist flow at a regional level, and to explore data collection methods used by Regional Tourist Organizations in Poland. Design/methodology/approach: This article employs a qualitative research methodology. Fifteen individual in-depth interviews (IDIs) were conducted with representatives from Regional Tourist Organizations. Findings: The research findings indicate that Regional Tourist Organizations recognize difficulties in accurately collecting data on tourist flow, and in most cases, utilize at least several different sources of data on tourists and visitors. The paper identifies key barriers and challenges such as the lack of uniform measurement standards and budget constraints, which impact the quality and availability of tourist flow data. Research limitations/implications: The research findings presented include an analysis of qualitative data derived from interviews with representatives of Regional Tourist Organizations in Poland. However, the results obtained may serve as a foundation for further, more in-depth research in this area among other stakeholder groups. Practical implications: The findings of the study can contribute to a better understanding of the issues associated with accurate measurement of tourist flow in regions. Originality/value: The article offers a fresh perspective on the challenges associated with measuring tourist flow in regional areas. The study provides insights into the effectiveness and limitations of current measurement practices, such as difficulties in obtaining accurate data and privacy issues, as well as identifying the most significant needs related to data collection on tourist flow, which can contribute to improved tourism management in regions.