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Unique Elements of Polish City Brands in Online Reviews

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  • Nowacki Marek

    (WSB University in PoznanFaculty of Finance and Banking Department of Socio-Economics)

Abstract

The aim of the paper is to identify unique elements of the brands of Polish cities and to identify similarities and differences between them. The work attempts to answer the following research questions: Which elements significantly differentiate the brands of studied cities in online reviews? and Which of the studied cities are the most similar in terms of brand elements and which differ in this regard. The data for analysis was obtained from TripAdvisor. Reviews about areas of tourist concentration – old markets or old towns – from five Polish cities: Poznań, Wrocław, Kraków, Gdańsk and Warsaw were analysed (N = 5125). The research shows that Gdańsk and Warsaw as well as Poznań and Wrocław have the most similar brand elements. The Kraków brand is the more unique in relation to other cities.

Suggested Citation

  • Nowacki Marek, 2019. "Unique Elements of Polish City Brands in Online Reviews," Turyzm / Tourism, Sciendo, vol. 29(1), pages 63-70, June.
    • Handle: RePEc:vrs:touris:v:29:y:2019:i:1:p:63-70:n:7
    DOI: 10.2478/tour-2019-0007
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    References listed on IDEAS

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    1. M. O. Hill, 1974. "Correspondence Analysis: A Neglected Multivariate Method," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 23(3), pages 340-354, November.
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