@misc{Gandecka_Agnieszka_Lubuskie,
 author={Gandecka, Agnieszka},
 howpublished={online},
 publisher={Zielona Góra: Lubuskie Towarzystwo Naukowe},
 publisher={Zielona Góra: Uniwersytet Zielonogórski, Wydział Nauk Społecznych},
 language={pol},
 abstract={The tourism industry is highly sensitive to both external and internal factors that shape its performance. The COVID-19 pandemic had a profound impact, leading to an unprecedented 74% decline in international arrivals in 2020 compared to 2019, according to data from the United Nations World Tourism Organisation (UNWTO). However, signs of recovery have emerged, as evidenced by the next UNWTO report. Between January and July 2022, international travel showed a 172% increase compared to the same period in 2021, although arrivals remained 57% below pre-pandemic levels for the corresponding period in 2019.},
 abstract={Thus, a new phase in tourism is emerging, marked by intensified competition among countries, regions, and towns striving for a recognisable position on the tourist map of the world. Tourist traffic is shaped by factors such as the location and appeal of attractions, the condition and structure of tourist infrastructure, and the image of the region, the latter crafted by tourism policy entities. This image plays a pivotal role in forming effective strategies and marketing tools.},
 abstract={Without a distinct and compelling brand image, the region struggles to create strong associations as a tourist destination, which is evident in the limited volume of tourist traffic. Establishing a recognisable brand is essential for enhancing the region`s appeal and maximising its economic potential from tourism.},
 type={artykuł},
 title={Lubuskie (nie)warte zachodu. O wizerunku, marce i atrakcyjności turystycznej województwa = Lubuskie (not) worth your time in the west: a look at the image, brand, and tourist appeal of the voivodeship},
 keywords={wizerunek, marka turystyczna, atrakcyjność, turystyka, województwo lubuskie, image, tourist brand, attractiveness, tourism, Lubusz Voivodeship},
}