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18 Małgorzata Bednarczyk, Ewa Wszendybył-Skulska
According to the model presented in Figurę 2, the effect of synergy arises from the increasing competence of cooperation between all stakeholders of ITVC. However, in the opposite case one has to deal with the phenomenon of dissynergy, i.e. negative synergy. Dissynergy means lost benefits resulting from the redundant opportunities of cooperation which allows to create new added value in regional tourism. In practice, one can find examples of not only lost benefits. Examples of financial dissynergy when public money has been spent by municipal offices on tourism products that were not accepted by tour-ists are particularly negatively perceived. A similar negative effect called social dissynergy is created after tourism products harmful for natural or cultural environment are introduced. In that case, the ąuality of life of local community that is a stakeholder of regional tourism economy is decreased. Therefore, cooperation and collaboration of all stakeholders create conditions for added value by the same mechanism of synergy, i.e. formation of extra ąuality which is not a sum of values contributed by individual stakeholders of regional tourism economy.
In tourism, the starting point for cooperation of many actors in order to cumulate their potential and use the effects of synergy is high level of tourism attractiveness of a given area measured by the number of natural attractions (landscape, climate, terrain, natural monuments, etc.) and anthropogenic ones, that is the ones resulting from human activity (architecture, folklore, cuisine, accommodation and lifestyle of local communities, etc.). Large accumulation of such interest in one area affects creation and development of tourism regions. Thus, in such regions cooperation between local and International tourism business and the operators of its institutional, social and educational environment is developed in the easiest way. The phenomenon of synergy can also become a generator of values in tourism in the regions that are found not so attractive for tourists, which may become a great developmental opportunity.
Tourism is a sector where it is possible to use the theory of synergy. Specificity of a tourism product which includes tourism attractiveness, brand of the region, its infrastructure and access to ąualified personnel, makes it easier for all those interested in tourism development of the region to cooperate rather than act independently. The tourism value chain shows the need for interac-tion between all those interested in development of the region.19 An increase
19 W. Wierżyński, Klasteringw branży turystycznej, http://www.pi.gov.pl/parp/chapter_86196. asp?soid=E565ED9AD2444DDA96C2DlD3021D8D7A.
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