Wizerunek Bornholmu w percepcji mieszkańców i polskich turystów

Magdalena Misiurka

doi:10.26349/dnswsb.0019.08

Published : 2019-12-30

Vol. 19 (2019)

he Image of Bornholm in the Perception of Its Residents and Polish Tourists

Magdalena Misiurka

DOI: https://doi.org/10.26349/dnswsb.0019.08

Abstract

The main aim of the study described in the article was to identify differences in the way Bornholm is perceived by its inhabitants and by Polish tourists. Another problem analysed in the study is how the image of the destination is correlated with the following variables: the level of satisfaction, behavioral intentions and memorable tourist experiences. Although many studies have been devoted to examining the problem of destination, none of them involves comparing perceptions of tourists with those of its residents in the case of Bornholm. In order to test her research hypotheses and verify the statistical significance of correlations, the author uses partial least squares regression and bootstrap. Based on the results of the statistical analysis, most hypotheses could be accepted (one only partially) while two had to be rejected completely. The results can be used by local tourist organizations in Bornholm to create a more positive image of the island. Improvements regarding aspects such as bars and pubs, Internet access and nightlife/entertainment, as well as providing tourists with an unforgettable experience and encouraging them to share positive opinions about the island can increase interest and the number of visitors to Bornholm. (original abstract)

Keywords:

Touristic attractiveness, Tourist region, Satisfaction research, Behaviour analysis, Tourism services, Customer satisfaction

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Misiurka, M. (2019). he Image of Bornholm in the Perception of Its Residents and Polish Tourists. The WSB University in Poznan Graduate Research Journal, 19(19), 145–164. https://doi.org/10.26349/dnswsb.0019.08

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