Zasady kształtowania wizerunku turystycznego poprzez materiały promocyjne

Abstract

The article is an attempt to gather the principles helpful for elaboration of promotional materials which influence creating the image of a particular object, specific location or region which contains tourist values. Those materials should be elaborated by professionals who think kindly about their target groups and are characterized by ingenuity, imagination, but at the same time: responsibility, sensitivity, knowledge and skill. The author specifies several questions which should be addressed before a complex presentation of tourist attractiveness of a particular area or object is performed. This complex approach is only possible if the knowledge on environ-mental perception which determines the image of a particular tourist product is involved. Tourists need a ‘mental map’ of images of the natural and cultural environment of their destination. Good publications help create an image of specific resources of the tourist space. It is necessary to differentiate their content in relation to the needs and experiences of the readers. The article should be interesting for the tourism specialists, particularly those who prepare promotional materials, because it presents: 1) realistic assumptions on the recipients of promotional materials, 2) focus on content correctness and principles of text composition, 3) main principles of graphic design, 4) the most common defects and text errors, 5) general and particular pieces of advice, 6) imitable solutions. Image creation is a mission which should be perceived in a positive way. Promotional materials create tourist image and thus reflect values, important for their authors and editors.