CREATING A POSITIVE IMAGE OF A PLACE WHICH IS AN ELEMENT OF THE CITY MARKETING STRATEGY – THE EXAMPLE OF TOMASZOW MAZOWIECKI

Abstract

The city’s marketing strategy can take four forms in relation to a given territory, ie: image, attractions, infrastructure and people. It is assumed that the image is a whole of subjective ideas of reality, which, created in the minds of service recipients, should be surveyed and used for making changes. Hence, among the objectives of territorial marketing, the need emerges associated with shaping a strategy in line with the needs or imaginations of the local community. The empirical part of the work is a presentation of a section of research carried out on a group of a thousand inhabitants of Tomaszów Mazowiecki. The opinions presented relate to the assessment of the city’s functioning in selected areas of life and the indication of sources of information on the activities carried out by local government authorities. The collected data can be the basis for strengthening or building a positive image from scratch