CASE STUDY
THE IMAGE OF THE CITY OF KIELCE IN POLAND AND ABROAD - A CASE STUDY
| 1 | Uniwersytet Marii Curie Skłodowskiej w Lublinie |
Publication date: 2018-07-02
Economic and Regional Studies 2011;4(2):82–91
KEYWORDS
ABSTRACT
Article attempts to present the image of the city of Kielce. The author has concluded its analysis of the documentation related to the promotional activities of the city authorities. Presented the work undertaken as well as the City Council's response, media and marketing places professionals in that regard. Additionally completed the article by the publishing of the results of research conducted in connection with the execution of the analyzed time interval campaign promoting Świętokrzyskie Voivodeship, which to some extent able to influence the perception of Kielce.
The authors’ work was based primarily on an analysis of documents, the results of studies that were conducted through surveys and focus groups.
The paper presents inefficient and inconsistent creation of the image the city of Kielce. Lack of aims and objectives of the strategy of promoting the development of the city, despite being prepared which contained well-defined lines of work, makes Kielce still at the tail end when it comes to efficiency of marketing activities in the country.
REFERENCES (31)
1.
Alktron J. (2002), Kształtowanie rynkowego wizerunku firmy, Wyd. AE w Krakowie, Kraków s.
2.
Davidson R. R. Maitland R.(1997), Tourim Destination, Hodder & Stoughton, London,.
3.
Glińska E., Florek M., Kowalewska A. Wizerunek miasta od koncepcji do wdrożenia (2009), Wyd. Wolters Kluwer, Warszawa, s. 39.
4.
Kotler P., Haider D.H., Rein I. Marketing places (1993), The Free Press, New York 1993, s. 141.
5.
Łuczak A. (2002) Wizerunek miasta jako element strategii marketingowej W: (red). T. Markowski, Marketing terytorialny, PAN, Warszawa 2002, s.190.
6.
Olszewska J., Wizerunek jako narzędzie tworzenia przewagi strategicznej gminy, „Marketing i Rynek”, nr 11, s.12-13.
8.
Szromnik A., Marketing terytorialny. Miasto i region na rynku (2007), Wolters Kluwer, Warszawa, s.134.
9.
Tkaczyk J., Rachwalska J. (1997), Wszystko jest obrazem… Kształtowanie wizerunku przedsiębiorstwa, „Marketing i Rynek”, nr 5, s.5-6.
10.
Województwo świętokrzyskie, raport z badania Regionalna Organizacja Turystyczna Województwa Świętokrzyskiego, 2009 rok, s. 4-9.
27.
www.drogowskaz.com.pl/2009/01/... lizacja-strategii-promocji-miasta-kielce/ dostęp z dnia 18.01.2011r.
31.
www.kielce.gazeta.pl/kielce/1,... 9,Raport_o_promocji__Swietokrzyskie_zaczaro walo__ale.html dostęp z dnia 18.01.2011r.
RELATED ARTICLE
Digitalization of Economic and Regional Studies/ Studia Ekonomiczne i Regionalne – task financed under the agreement No. 819/P-DUN/2018 by the Minister of Science and Higher Education allocated to the activities of disseminating science.
Copyright © 2006-2021 Bentus All rights reserved.
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.