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Image Building Strategy On The Example Of Selected Polish Regions

Author

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  • Agnieszka Stanowicka

    (University of Warmia and Mazury in Olsztyn)

Abstract

The objective of this study was to identify and evaluate image building strategies in selected Polish regions. A mail questionnaire survey was carried out in 2013 in the regions of Pomorze (Pomerania), Pomorze Zachodnie (West Pomerania), Ma³opolska (Lesser Poland), Podkarpacie (Subcarpathia), Warmia and Mazury (Warmia and Masuria), and Podlasie. The importance of image building strategies is widely recognized by the local authorities, but most strategies are implemented on a short-term or medium-term basis. Image building strategies are often regarded as auxiliary measures that contribute to the achievement of strategic development goals. In the analyzed regions, image building is often reduced to strictly promotional measures. The relevant strategies focus on too many landmarks of regional identity, which detracts from their effectiveness. An absence of regular market surveys and evaluations also contributes to the weakness of regional image building strategies.

Suggested Citation

  • Agnieszka Stanowicka, 2014. "Image Building Strategy On The Example Of Selected Polish Regions," OLSZTYN ECONOMIC JOURNAL, University of Warmia and Mazury in Olsztyn, Faculty of Economic Sciences, vol. 9(4), pages 333-343, November.
    • Handle: RePEc:ole:journl:v:9:y:2014:i:4:p:333-343
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    File URL: http://www.uwm.edu.pl/wne/podstrony/oej1/wydania/eko9_14_4.pdf
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    Cited by:

    1. Natalia Świdyńska & Mirosława Witkowska-Dąbrowska, 2021. "Indicators of the Tourist Attractiveness of Urban–Rural Communes and Sustainability of Peripheral Areas," Sustainability, MDPI, vol. 13(12), pages 1-24, June.

    More about this item

    Keywords

    image; identity; image building strategy; region; regional development;
    All these keywords.

    JEL classification:

    • A1 - General Economics and Teaching - - General Economics
    • E0 - Macroeconomics and Monetary Economics - - General

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