Added Value on a Day in the Pandemic in Tourist Attractions in the Polish–Czech Borderland as a Green Economy Initiative

ABSTRACT

This study documents customer behavior in the travel services market before and during the COVID-19 pandemic (C-19). We offer theory-based and research-based insights that demonstrate customer value propositions during a pandemic and help predict future behavior for green tourism development. This article aim is to identify the relationship between the situation in tourism during the pandemic, customer behavior, and the added value that historical sites in Poland and the Czech Republic introduced or should introduce in the green economy. The topic is important because the situation during the pandemic showed the lack of a quick response, which is only possible if you have prepared scenarios for the crisis. This study discusses the marketing factors of creating value and analyzes the value strategy for individual clients. The authors of this study analyzed various stages in the customer life cycles in the company and the level of their profitability, taking into account the principles of the green economy (sustainable development) in the example of cultural facilities, i.e., Książ Castle in Poland and the Kuks Complex in the Czech Republic. Literature studies were used in this study, followed by the questionnaire method. The test results are presented in tabular form and supplemented with graphical forms. © 2023 by the authors.