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Development of the Image of Towns in a Tourist Region Based on the Example of Warmińsko-Mazurskie Voivodship

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Stanowicka-Traczyk A.
Olsztyn Economic Journal
|
2011
|
vol. 6
|
issue 1
155-164
EN
Increasingly often, authorities of towns notice the need for targeted development of the town image. As a consequence, they undertake various actions that are to lead to the situation when the town is not seen in an accidental way but in a way consistent with the intentions of the town authorities. That desirable image is to be coherent and expressive as a consequence of which it should contribute to town development as a source of its competitive advantage. This paper aims at assessment of the image development strategies of the towns from Warmińsko-Mazurskie voivodship. The research was conducted in towns of Warmińsko-Mazurskie voivodship at the turn of 2009/2010 applying the survey method. The results indicate positive verification of the formulated hypothesis that the towns from Warmińsko-Mazurskie voivodship, as a consequence of their location, aim at developing their image as that of a tourist town.
2
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Instrumenty kształtowania wizerunku na przykładzie miast polskich

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Stanowicka-Traczyk A.
Studia Regionalne i Lokalne
|
2007
|
issue 3(29)
53-70
PL
Celem artykułu było zidentyfikowanie głównych instrumentów strategii kształtowania wizerunku, stosowanych w miastach polskich. Dlatego wyodrębniono i scharakteryzowano najważniejsze instrumenty budowania pożądanego wizerunku miasta związane z wizualizacją, komunikacją oraz systemem zachowań, w tym działań marketingowych. Instrumenty te powinny ogniskować się wokół najważniejszych atrybutów miasta. Ustalono natomiast, iż miasta eksponują w swoich strategiach zbyt wiele wyróżników tożsamości, przez co ukształtowany wizerunek może stać się mało wyraźny i nieczytelny. Opracowanie oparto na wynikach badań empirycznych, dotyczących problemu budowania pożądanego wizerunku miasta przeprowadzonych w 206 wybranych polskich urzędach miejskich w latach 2003–2005.
EN
The paper is based on the results of empirical studies concerning town identity building conducted in 206 selected town administration offices in Poland during the years 2003–2005. The paper aimed at identifying the main identity strategy instruments applied in Polish towns. For that purpose the major town identity building instruments related to visualization, communication and pattern of behaviours including marketing activities, were identified and characterized. Those instruments should be focused around the most important attributes of a given town. It was established, however, that towns expose too many attributes of identity in their strategies hence the image created can become unclear and illegible.
3
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PLANNING OF AN URBAN IMAGE STRATEGY AND BARRIERS TO ITS IMPLEMENTATION

100%
Stanowicka-Traczyk A.
Olsztyn Economic Journal
|
2007
|
vol. 2
|
issue 1
54-67
EN
The aim of the article has been to characterize the planning of urban identity strategy as well as to underline some crucial barriers to its successful implementation. The authoress' own research shows that in most Polish towns and cities actions undertaken to shape a desirable urban image are consciously planned. The process of constructing and selling the image of a town is most often one of the major objectives for municipal authorities. However, plans dealing with the shaping of urban identity are typically short-term ones, and very few towns conduct surveys and studies on conditions underlying urban image strategies or the current perception of a town by particular target groups and their expectations as regards the town image. Insufficient knowledge of the market is one of the key factors which impede successful implementation of urban image strategies by towns and cities in Poland.
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