Image and Communication of Polish National Parks

 IV. BUSINESS AND NON-PROFIT ORGANIZATIONS – GLOBAL AND REGIONAL ASPECTS

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IMAGE AND COMMUNICATION OF POLISH NATIONAL PARKS

Abstract

This paper contains the analysis and evaluation of image and social communications in national parks in Poland. It is based on the results of research conducted by 'Starcom MediaVest Group "on behalf of the Tatra National Park. The purpose of intentional communication activity is to increase trust in activities undertaken by the institution to improve public perception and acceptance. This paper summarizes the communicative picture and image of national parks in Poland. It is an attempt to assess whether image-building and communication activities vital to the goods and services market are also needed for national parks.

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2. The image of national parks in Poland

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2.1. The expectations of society towards national parks 5HVXOWVRIWKLVVWXG\VXJJHVWWKDWQDWLRQDOSDUNVDUHPRVWDVVRFLDWHGZLWK QDWXUHFODLPHGRIUHVSRQVHVDQLPDOVIRUHVWWUHHVJUHHQ VLOHQFH SHDFH   ,QWHUHVWLQJO\ HQRXJK  RI WKH UHVSRQGHQWV DVVRFLDWH QDWLRQDOSDUNVZLWKGLUWDQGFURZGVZKLOHRQO\ZLWKUHVWDQGUHOD[DWLRQ +RZHYHUDVVRFLDWLRQVZLWKQDWXUHWHQGWRGRPLQDWHLQJHQHUDO$FFRUGLQJWR UHVSRQGHQWVQDWLRQDOSDUNVVKRXOGKDYHDSDUWLFXODUO\EHDXWLIXODQGXQVSRLOW QDWXUHWUDLOVFOHDUURDGVLJQVDORQJWUDLOVWUDQTXLOLW\SHDFH  DQG D ULFK IORUD DQG IDXQD  $FFRUGLQJ WR UHVSRQGHQWV QDWLRQDO SDUNVVKRXOGEHFOHDQDQGZHOOPDLQWDLQHG2QO\RIWKHUHVSRQGHQWV UHSOLHGWKDWWKH\KDYHQRLQWHUHVWLQYLVLWLQJQDWLRQDOSDUNV

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 2.2. Perception of national parks

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3. National Parks as message transmitters

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