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2010 | 1(5) | 5-23
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Kształtowanie turystycznego wizerunku miasta

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PL
Due to growing competition between cities and increasing globalization , many cities around the world constantly ‘re-package’ themselves and their resources in an attempt to present a tourism destination image (TDI). This is done in order to successfully compete for international status that could assist in attracting tourists. The object of this article is to present a review summarizing the essence of a city’s image and the process of TDI formation. The process of constructing tourism image is not easy and takes a long time. Research of the present city’s image is the first step of the strategy. Cities with negative image need campaigns that improve this image but cities with a positive image need campaigns to reinforce this image. Next, municipal authorities should define a desirable, ideal image and its target. A campaign should have a succinct, consistent message. A city’s uniqueness needs to be identified, positioned and marked in a way that reflects what is unique about it and how it differs from competing cities. Campaign managers have several options for delivering the campaign’s message (advertising, public relations, publicity, sale’s promotion and personal promotion). The last step of the process of constructing an image is monitoring. The whole process of constructing an image should be coordinated and well planned. Many Polish cities are increasingly using marketing instruments. Municipal authorities prepare tourist brochures, organize events and use the Internet, but sometimes they forget that it is the most important to plan image strategy well.
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5-23
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