Methodology of Cyclical Research of the Tourist Image of Podkarpackie Province (Poland)—A Proposal of a Solution and Selected Research Results

Abstract

The attractiveness to tourists of Podkarpackie Province is related to its natural diversity and rich cultural heritage. The communes located in the southern, Carpathian part of the province are the most attractive tourist destinations. However, the volume of tourist traffic in Podkarpackie Province differs from many other regions in Poland. It is visited by far fewer tourists than might be expected. In order to conduct a more effective tourist policy, it was necessary to acquire knowledge on the structure of tourism in the region and its image. The aim of this article is to present the proprietary methodology of cyclical research of the tourist image of Podkarpackie Province and the key results of the research conducted in 2021. The proposed set of methods and techniques includes: (1) an analysis of strategic documents in terms of the assumed tourist image (Atlas.ti), (2) a verification of search trends for keywords related to the identified associations (Google Trends), and (3) a search of widely available internet resources for spontaneously generated content (Google Search). The obtained results indicate that potential tourists find online information about tourist assets deviating from the planned tourist image presented in the strategic document. First of all, they look for opinions and tips on specific tourist attractions. In the perceptions of average, potential tourists, some sub-regions such as the Low Beskids and the Southern Roztocze are practically unnoticeable. They clearly ‘lose’ with the Bieszczady, which are most associated with the region. Ultimately, the comprehensive image research consists of qualitative and quantitative modules. Only the combination of both will allow for a holistic view of the image of the region.