03909ntm a22005057i 4500 000725093 CZ-PrVSE 20250830133620.0 m d cr n|||||||||| 250830s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Szumska, Weronika ISIS:179944 dis Překlenutí Propasti Mezi Vnímáním a Skutečnou Zkušeností : Úloha Marketingu Cestovního Ruchu Při Rebrandingu Polska eng Bridging the Perception-Experience Gap : Role of Tourism Marketing in Rebranding Poland Weronika Szumska 2025 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis investigates how tourism marketing can bridge the gap between pre-visit perceptions and post-visit experiences in Poland’s national rebranding. Based on theories of national branding, nation-brand equity, and the country-of-origin effect, it examines whether Poland’s promotional messages accurately reflect the experiences of international visitors. Then, Poland’s current tourism marketing strategies are reviewed. Following the theoretical research, the thesis analyses the results of the primary research, conducted to empirically evaluate the perception-experience gap. Using a mixed-methods design-quantitative gap analysis via the Holiday Satisfaction (HOLSAT) model, qualitative 4Q analysis of open-ended responses, and identification of Memorable Tourist Experiences (MTEs)-the study surveys German, Czech, and Italian travelers. Results show that tourists consistently underestimate Poland’s diverse attractions, warm hospitality, commitment to sustainability, and modern infrastructure; in these areas, actual visits significantly exceed expectations. By contrast, the promise of exceptional affordability exhibits a small negative gap, indicating that marketing may overstate Poland’s low-cost appeal. Stereotypes about safety risks, geopolitical instability, and social conservatism are largely disproven by visitor accounts. The thesis concludes that Polish tourism marketing should recalibrate its messaging—shifting from “budget” to “value,” showing authentic diversity, and directly countering outdated clichés to better align promotional narratives with today’s realities. These findings advance the understanding of how national branding strategies influence, and must adapt to, real-world tourist experiences. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas tourism marketing perception-experience gap national branding Lhotáková, Markéta, 1971- pna2010582246 ths Král, Petr opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88489/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88489 Hlavní práce https://insis.vse.cz/zp/88489/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88489/posudek/oponent/88304 Oponentura https://insis.vse.cz/zp/88489/priloha/32378 Přiloha k práci https://insis.vse.cz/zp/88489/podrobnosti dc:identifier NEPOSILAT VSKP vse88489 250827 88489