E-marketing in the creation of a tourist image of the Łódź region
E-marketing in the creation of a tourist image of the Łódź region
Author(s): Beata GotwaldSubject(s): Marketing / Advertising, Tourism, ICT Information and Communications Technologies
Published by: Centrum Badań i Innowacji Pro-Akademia
Keywords: E-marketing; internet marketing; territorial marketing; tourism marketing; image; tourist image; creating a tourist image; competitive advantage;
Summary/Abstract: The aim of the article is to present the importance of e-marketing in creating the tourist image of the Łódź region. It presents the essence of image management as an important task for regions, due to the fact that images (and not the actual products) are subjected to evaluation, compared and selected. The image, being one of the most important elements of building competitive advantage in the market, is primarily used for distinction - setting oneself apart from many other similar territories. Due to the fact that the Łódzkie voivodeship is considered by the surveyed people as the least attractive of all Polish voivodships, a number of actions aimed at improving its image has been proposed and problems that require broad and deep research and studies have been identified.
Journal: Acta Innovations
- Issue Year: 2013
- Issue No: 7
- Page Range: 23-26
- Page Count: 4
- Language: English
