Economic crisis and evolution of the Krakow brand in the opinion of Spanish tourists
Journal Title: International Journal of Contemporary Management - Year 2013, Vol 12, Issue 1
Abstract
In every field of the economy there is now the aspiration for building strong brands. In tourism, which is specific, they are attributed not only to the products and the tourist companies, but also more and more often to the reception areas. The aim of the paper is to show how such special place branding of one of the most popular tourism destina-tions in Poland – Krakow – is seen amongst visitors from Spain. The concept of the brand was explained and its elements were indicated. The particular attention was con-centrated on the brand of the destination area, showing the specificity of the process of its building. Next the impact of the economic crisis in the 21st century on tourism of Spaniards was shown and the number of visitors coming from this country to Krakow was analysed. In the end the hypothesis was validated that the image of Krakow in the Spanish tourists’ opinion has changed between 2006-2010. For that purpose the findings of the research into tourist traffic in the city were used. In order to investigate the differences in the estimate of particular elements of the brand Krakow the Kruskal-Wallis ANOVA by Ranks test and contingency coefficients was employed. The analyses showed that, despite the economic crisis, which obviously afflicted Spain at the end of the first decade of 21st century, Spanish tourists are an increasingly significant percent-age of the foreign tourists in Krakow. The improvement in the image of the city in their opinion certainly contributed to it. The opinions about the beauty of Krakow and the safety in the city (i.e. the emotional values) has changed the most, but the relatively large evolution has also affected: the sanitary state of the city, internet availability and entertainment.
Authors and Affiliations
Renata Seweryn
Keywords
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