Elżbieta Nawrocka – Bio

Current affiliation

Elżbieta Nawrocka, Associate Professor

Position: Professor of Wroclaw University of Economics and Business

Department of Marketing and Management of Tourism Economy

Faculty of Management

Wroclaw University of Economics and Business

ORCID: https://orcid.org/0000-0002-5049-4788

ResearchGate/profile Elzbieta-Nawrocka

Researcher ID: T-9923-2018

Education and academic degrees

1987 – Master’s degree in Management, Wrocław University of Economics and Business (formerly: Oskar Lange University of Economics in Wrocław),
1990 – Master of Economics, Wrocław University of Economics and Business (formerly: Oskar Lange University of Economics in Wrocław),
1997 – Ph.D. in Economics,
2015 – Postdoctoral degree (Habilitation) in Economics.

Work experience

Research in the field of Social Sciences, including disciplines such as Economics and Finance, also Management Science and Total Quality Management. Author as well co-author of over 160 publications, including books. Speaker at scientific conferences in Poland and abroad. These focus on organisational management and marketing, the sharing economy, the image of organisations, regions and brands, the experience economy, and sustainable tourism, Industry 4.0, use of social media in business activity. Coordinator of the Didactic Unit Marketing in the Jelenia Góra branch of the University since 2021.

Practical work experience

Involved in business practice as a trainer in e-marketing, experience in the management of a small company, in the marketing and sales department. Participated in the work of units preparing strategies for development, including tourism, and the promotion of communes and sub-regions.

Academic publications (selected) and grants

Funded grant by the Ministry of Science and Higher Education in Poland under the program “Regional Initiative of Excellence” 2019–2022 project number 015/RID/2018/19 total funding amount 10 721 040,00 PLN.

Publications

Bąk A., Jaremen D., Nawrocka E., Attitudes of tourists using Airbnb and Couchsurfing in the light of the United Nations World Tourism Organisation’s Tips for Responsible Travellers, „Ekonomia i Środowisko”, 2026, t.96, s. 1–16.
Jaremen D., Nawrocka E., Motives of Tourists for Participating in the Sharing Economy from the Perspective of the Experience Economy: A case study of Polish Uber Users, In: Tourism and the Experience Economy in the Digital Era, X.Y. Mei (ed.), Routledge, London 2024, s. 55-68.
Nawrocka E., Zaprucka J., An assessment of museums’ capacity to use social media, „Studia Periegetica”, 2022, s. 129–147.
Bąk, A.; Nawrocka, E.; Jaremen, D.E. “Sustainability” as a Motive for Choosing Shared-Mobility Services: The Case of Polish Consumers of Uber Services. Sustainability 2022, 14, 6352.
Nawrocka E., Krupa J. (2021), Konsumpcja w fanoturystyce w ujęciu ekonomii doświadczeń, „Prace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego”, 2021, vol. 35, no. 4, pp.163-176.
Jaremen D. E., Nawrocka E., Żemła M. (2020), Externalities of development of the sharing economy in tourism cities, “International Journal of Tourism Cities”, vol. 6, no. 1.
Krupa J., Nawrocka E. (2020), Fanoturystyka i fanoturysta – głos w dyskusji nad definicjami i problematyką badawczą, “Turyzm/Tourism”, no. 30/2.
Nawrocka E. (2020), Zastosowanie koncepcji przemysłu 4.0 w branży turystycznej, in: Innowacje w dobie technologii IT. Obszary – Koncepcje – Narzędzia / Malara Zbigniew, Rutkowska Małgorzata (red.), Wrocław, Oficyna Wydawnicza Politechniki Wrocławskiej, s.177-186.
Nawrocka E. (2020), Ocena wykorzystania portalu społecznościowego w marketingu marki, „Prace Naukowe Uniwersytetu Ekonomicznego We Wrocławiu”, vol. 64, no. 5, s. 120-135.