Perceived destination image of Poland: an analysis based on Ukrainian and Russian perceptions

Kamińska Wioletta (), Mularczyk Mirosław (), Chrapek Magdalena (), Dubis Lidiya (), Malska Marta () and Nesterov Evgeny ()
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Kamińska Wioletta: Institute of Geography and Environmental Sciences, Faculty of Natural Sciences, Jan Kochanowski University of Kielce, Kielce, Poland
Mularczyk Mirosław: Institute of Geography and Environmental Sciences, Faculty of Natural Sciences, Jan Kochanowski University of Kielce, Kielce, Poland
Chrapek Magdalena: Department of Mathematics, Faculty of Natural Sciences, Jan Kochanowski University of Kielce, Kielce, Poland
Dubis Lidiya: Institute of Mathematics, Informatics and Landscape Architecture, Faculty of Natural Sciences and Health, The John Paul II Catholic University of Lublin, Lublin, Poland
Malska Marta: Department of Tourism, Faculty of Geography, Ivan Franko National University of Lvov, Lvov, Ukraine
Nesterov Evgeny: Department of Geology and Geoecology, Faculty of Geography, Herzen State Pedagogical University of Russia, St. Petersburg, Russia

Miscellanea Geographica. Regional Studies on Development, 2021, vol. 25, issue 3, 169-180

Abstract: The purpose of this article is to compare the perceived destination image of Poland as seen by Russians and Ukrainians. This study contributes to understanding the process of how the image of a destination is shaped, the new contribution being the comparison of the image of Poland as perceived by visitors and non-visitors of two nations, which until 1991 were a part of one state. The study is based on a questionnaire consisting of 16 statements on the perceived destination image of Poland. A 5-point Likert scale was used in the survey. A total of 710 people were examined, including 348 Russians and 362 Ukrainians. The reliability of the survey was assessed using Cronbach's alpha index. The hypotheses verification, using Student's t-test, showed that Russians and Ukrainians perceived Poland as an attractive country in terms of tourism. No major differences between Russians and Ukrainians were observed in the perception of Poland as a tourist destination. Moreover, no influence of past experience was noted on the shaping of the perceived destination image of Poland. Additionally, some managerial implications of significant relevance to destination marketing are discussed, and future directions for research are outlined.

Keywords: Perceived destination image; Poland; Russians; Ukrainians; visitors; non-visitors (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mgrsod:v:25:y:2021:i:3:p:169-180:n:5

DOI: 10.2478/mgrsd-2020-0052

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