**6. Conclusions**

In the process of the further development of tourist traffic, one challenge for historical cities such as Kraków is management of the destination, jointly understood as: an integrated marketing message, dispersion of tourist traffic, easing conflict between residents and visitors or between various groups of competing service providers, regulating access to recognized tourist areas, tools for the gathering of monetary funds, organizational structures, as well as successfully involving residents in providing services for visitors.

The trends and structure of the tourism market require changes in the approach to tourism development from quantity to quality, without disturbing the state of relative balance experienced by residents and the urban space (especially cultural heritage). At the same time, tourist traffic management must quickly and effectively react to changes by implementing the concept of agile tourism, which can be defined as adapting organizational culture and reacting quickly to market changes [53].

The strategic actions proposed by the World Tourism Organization [1], which are intended to combat the negative phenomena associated with modern-day tourism, and the broad analysis of studies conducted for the European Parliament [54], both focus mainly on having an influence on tourist traffic. Only few recommendations relate to communication with residents. However, the opinions and attitudes of residents expressed in our research point to the necessity for intensive dialogue with local interested parties.

This action should, however, cover two distinct areas, (1) minimizing the negative attitude towards tourism and creating conditions for engaging a broader section of the local community in providing tourism and tourism-related services, and (2) minimizing the conflicts between businesspeople that arise as a result of changes in the supply model [53]. The resulting consensus between residents and local service providers regarding development of the city through tourism should have the effect that each group accepts the loss of part of their individual benefits for the good of common values for the city community as a whole, which should also make it possible to achieve the principles of sustainable development. The greater the conflict between interested parties, the more difficult it will be to manage the city as a tourist destination, and the greater the risk of the decline in not only tourism, but also of the tourist reputation of the city.

One answer to the problems that occur as a result of expansion of the tourism industry is most certainly responsible tourism. Goodwin [54] held that responsible tourism tackles the socio-economic and environmental problems and opportunities which arise as a consequence of tourism activities. He notes the need to drive toward socially and economically responsible tourism, environmental responsibility, ecotourism, and conservation.

The necessity of building positive relations via responsible tourism is also indicated by Camilleri [55]. His paper demonstrates that the real essence of responsible tourism lies in the implementation of laudable behaviours. This may be the direction indicated by Hall [56], who emphasizes that responsible behaviours transcend attitudes and genuine organisational commitment, not only in policy formalisation. Camilleri indicates that responsible tourism has led to improved relationships with social and regulatory stakeholders, effective human resources management, better market standing, operational efficiencies and cost savings, along with other benefits [57,58].

Attention is drawn in the latest publications by Milano and all [59] and Dodds and Butler [60] to the problems of measuring the phenomenon of overtourism and implementing solutions to prevent its negative effects. The differences in attitudes among businesspeople are most likely the result of differing business models (e.g., hoteliers, restaurateurs, or businesses involved in the night economy). Achieving unanimous agreement on implementing tools that can limit overtourism would therefore appear to be impossible and would be subject to lobbying by various groups of interested parties.

This research points to a phenomenon of varying perceptions of the weight of traffic in individual districts in a tourist destination. Identification of a variety of behaviours amongst residents and businesspeople in particular districts has provided data on the perception of overtourism among different interest groups. The empirical research cited here has broadened prior knowledge on overtourism in cognitive terms. This includes both issues of the conflicting aims of residents and businesspeople in terms of the expansion of tourism in the city, as well as the differences in the attitude towards the phenomenon from the point of view of residents in key tourist districts and residents of districts not directly connected to tourism. The value added of the research was also the successful use of methodological assumptions in the form of creative methods of measuring the excessive impact of tourist traffic.

**Author Contributions:** A.R.S. prepared the following elements of the article: the methodology, research tool development, data analysis, research results development, and correction of the entire article. Z.K. and B.W. conducted the literature review, made the conclusions, and conducted the research. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received funding from the National Science Center in Poland.

**Acknowledgments:** This paper was published as part of the research project 'A business model for health resort enterprises' No. 2017/25/B/HS4/00301, supervised and financed by the National Science Center in Poland and as part of statutory research No. 13/990/BK\_19/0138 at the Silesian University of Technology. Faculty of Organization and Management.

**Conflicts of Interest:** The authors declare no conflict of interest. The funders had no role in the design of the study, in the collection, analyses or interpretation of data, in the writing of the manuscript, or in the decision to publish the results.
