Rola wizerunku krajowego produktu turystycznego w kreowaniu ruchu turystycznego. Studium przypadku na przykładzie Polski i Łotwy

Abstract

Quantity of tourist movement, apart from factors such as location, attractiveness of tourist values, status and structure of tourist infrastructure, etc. largely is a result of specific tourist’s image creating by policy entities operating in the area. For tourism development in the country, it is necessary to create the image of the national tourist product. The paper’s purpose is to indicate the role of national product (country) for incoming tourism on Poland and Latvia examples. In theoretical part of article presents role of national tourist product’s image creating and case studies connected with polish national tourist product’s perception by potential tourists from Latvia. The article assumes the thesis that the lack of marketing activities, carried out by entities responsible for tourism in Poland, especially in image creating of tourist product, leads to have no associations related to tourist destination (country). As a consequence there is not positive affect on the tourist movement development. The article consists of three parts: substantive, introduction and summary. In the first part of the article discussed the essence of the area tourist product’s image, in the second – a theoretical and empirical approach of international tourist movement in Poland with particular emphasis on tourists from Latvia, and the third is presented in the form of case study, which is results of surveys conducted among potential tourists from Latvia.

Keywords

• image
• tourist product
• tourist demand
• tourist movement