Badanie wizerunku terytorialnego z wykorzystaniem metod opartych na swobodzie skojarzeń
Destination image research using methods based on free associations

Summary/Abstract: Destination image building is a complex process that requires taking into account a lot of its dimensions and the use of different research methods. The article presents the possibilities of the place image measurement arising from the use of techniques based on free assotiations. The author emphasizes the importance of these methods in determining the mental image of destination brands. The paper presents methods of measuring the general impressions of the place, both in functional and psychological dimension of the image, as well as methods for determining the unique elements of the destination image.

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