Unique elements of Polish city brands in online reviews

World Heritage Site: Historic Centre of Kraków

Publication Year: 2019

Publication Type: Article

Publication Identifier: WHE712668C7FA

Summary

A comparative analysis of Polish city brands reveals that the brand of Kraków stands out as more unique compared to other major cities, while Gdańsk and Warsaw share similar brand elements, as do Poznań and Wrocław. This distinction was identified through an examination of 5,125 online reviews from TripAdvisor, focusing on tourist hotspots such as old markets or towns in five Polish cities. The study highlights how digital narratives shape city branding and provides insights into the perceptions shaping global tourism trends.

Citation

Nowacki, M. (2019). Unique elements of Polish city brands in online reviews. Turyzm/Tourism, 29(1), 63–70. https://doi.org/10.2478/tour-2019-0007

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