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Autor
Dębski Maciej (University of Social Sciences, Poland), Niemczak Kinga (University of Applied Sciences for Business and Engineering in Wiener Neustadt, Austria)
Tytuł
The Image of Germany in Poland and Its Impact on Development of Poles Travelling Tourism to Germany
Źródło
Journal of Intercultural Management, 2014, vol. 6, nr 1, s. 67-79, tab. rys., bibliogr. 14 poz.
Słowa kluczowe
Turystyka, Atrakcyjność turystyczna, Wizerunek państwa
Tourism, Touristic attractiveness, Image of the country
Uwagi
summ.
Kraj/Region
Niemcy
Germany
Abstrakt
The country image tends to be a crucial element for supporting national products on foreign markets. This is also a case for tourist products. The Germany brand is one of the most powerful brands across the world. However, it seems, as highlighted in the research hypothesis, that in the case of tourism its impact on the Poles is not as strong as in the case of numerous other economic spheres. The poll research conducted on a selected group of respondents revealed the grounds for the hypothesis stated. Respondents evaluated relatively poorly both the attractiveness of Germany as well as their urge to visit that country compared to other European countries, they also rated poorly the selected highlights of the country. Another barrier related to perceived attractiveness of Germany is a not entirely positive stereotype of German people. The results reveal the need for changes of it, which are possible in the light of better ratings given by persons who previously visited Germany. (original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Dębski M., (2012) 'Brands of tourist areas as an instrument for stimulating development of tourism in Poland', Marketing i Rynek, no. 5, pp. 28-35.
  2. 'European Tourism 2013 - Trends and Prospects' (2013), Quarterly Report European Travel Commision, Brussels, Q1;
  3. Fetscherin M. (2010), 'The determinants and measurement of a country brand: The country brand strength index', International Marketing Review, vol. 27, iss. 4;
  4. Hamzaoui-Essoussi L., Merinka D., Bartikowski B., (2011) 'Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality', Journal of Business Research, vol. 64, iss. 9;
  5. Herz M.C., Diamantopoulos A. (2013), 'Activation of country stereotypes: automaticity, consonance, and impact', Journal of the Academy of Marketing Science, vol. 41, iss. 4, pp. 400 - 417;
  6. Nagashima A. (1970). 'A comparison of Japanese and U.S. attitudes toward foreign products', Journal of Marketing, vol. 34 iss. 1, pp. 68-74;
  7. Li D., Ahn J., Zhou R., Wu B., (2009) 'A Study on the influence of country image on purchase intention of Chinese consumers based on Fishbein's model of reasoned action: Focused on USA, Germany, Japan and South Korea', Frontiers of Business Research in China, vol. 3, iss. 4, pp. 621 - 646;
  8. Pappu R., Quester P., (2010) 'Country equity: Conceptualization and empirical evidence', International Business Review, vol. 19, iss. 3, pp. 276-291;
  9. Seth P. (2008), Succesful tourism: Fundamentals of tourism, Sterling Publisher, New Delhi;
  10. Skinner H., Kubacki K., Moss G., Chelly D., (2008) 'International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe', Journal for East European Management Studies, vol. 13, iss. 3, pp. 193-215;
  11. Sipos Ph., Nefzger C., (2011), Country-of-origin Effect and Competitive Advantage. The Role of a Country's Image with Respect to the Positioning Process of International Firms within the Framework of Global Marketing Strategies, GRIN Verlag, Norderstedt;
  12. Verlegh P. (2010), 'Country Image: Why They Influence Consumers', in: Go F., Govers R. (ed.) International Place Branding Yearbook: Place Branding In the New Age of Innovation, Palgrave Macmillan, New York;
  13. Smith J. (2012), Switzerland Tops Ranking of 25 Best Country Brands [Online] Available: http://www.forbes.com/sites/jacquelynsmith/2012/10/24/switzerland-tops-ranking-of-25-best-country-brands/ [23 Mar. 2014]
  14. Wyjazdy zagraniczne Polaków [Online] Available: http://www.intur.com.pl/statystyka.htm [20 Mar.2014]
Cytowane przez
Pokaż
ISSN
2080-0150
Język
eng
URI / DOI
http://dx.doi.org/10.2478/joim-2014-0005
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