Regional Spatial Analysis of an Ethnic Region in Terms of Resources, Potential, and Capital Marketing in the Example of the Kashubia Region (Poland)
Purpose: To determine the essence of the differences between resource marketing, potential marketing and capital marketing, and to verify them on the example of an ethnic region as recognized as Kashuby in Poland. The detailed considerations were put into the context of an ethnic region (ethnoregion), the area of which often escapes from the rigid framework of administrative divisions, and the organization and management of its space faces many difficulties. Design/Methodology/Approach: The regional spatial analysis used an inductive approach, applying a strategic method of assessing resources, potential and capital - SWOT-TOWS analysis. A strategic position was calculated for each component of the assessment and a separate inference procedure was carried out. Findings: The study shows that there is a significant difference in the evaluation of resources, potential and capital of the ethnic region under study, which translates into the adopted marketing strategies, which also show significant variation. Practical Implications: The results of the study highlight the more effective alignment of marketing activities to be carried out by resource, potential and capital marketing. Originality/Value: Previously used approaches have not distinguished separate evaluation of resources, potential and capital. This resulted in the fact that marketing activities, often refer to the promotion of capital, i.e. an already functioning business against the background of selected local resources. The proposed solutions raise the complexity of this issue.