KSZTAŁTOWANIE TURYSTYCZNEGO WIZERUNKU REGIONU POPRZEZ DZIAŁANIA PROMOCYJNE – DOŚWIADCZENIA WOJEWÓDZTWA LUBELSKIEGO
SHAPING OF THE TOURIST IMAGE OF A REGION THROUGH PROMOTIONAL ACTIVITIES – EXPERIENCE OF LUBELSKIE PROVINCE

Summary/Abstract: The article discusses the theoretical basis related to territorial marketing and shaping the image of a region. The purpose of the article is to define the role of promotional activities undertaken by the local government of Lubelskie Province in building the image of the region. Since 2008, the local authorities have consistently implemented advertising campaigns in order to build the image of the region as a suitable place to rest. The empirical studies indicated that respondents were able to identify images from the promotional campaign of Lubelskie Province in a correct manner. At the same time, they were not able to recall any specific names (slogans) from the campaigns. In addition, the respondents had difficulty in recognising the visual identity system developed for the province. The associations with Lubelskie Province quoted by the respondents did not contain any direct reference to tourism, which proves that the region is not strongly associated with tourism.

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