Transformed perceptions of Poland as a tourism destination

Background The largest population within the accession countries of the enlarged European Union is in Poland (38.2 million people). Since the collapse of the Iron Curtain in 1989, Poland is attempting to create its own unique brand identity while facing a high degree of international competition for market share in tourism. Methodology As part of their MBA studies at a UK university, a group of international students made a short visit to Poland. Two focus groups were run with 10 of these students, comprising nationals from three continents (Africa, Asia and North America) aged between 26 and 46. The focus of the research was to establish respondents' knowledge and perceptions of Poland as a tourism destination prior to the group's visit, and then to explore any changes in their perceptions of the country once they had returned to the UK. Indicative findings Responses indicate that perceptions of Poland have been transformed in a relatively short time. Whilst noting that respondents' perceptions of Poland are be coloured by their own cultural background, these perceptions also seem to be linked to how they found out information about Poland. Practical implications We have found that what is perceived about a nation brand is linked to how this perception is formed, and that these perceptions are often made from personal contact with individuals from that nation. This can provide valuable insight to the various stakeholders involved with managing and promoting the national brand that could help them understand the importance of their role in the tourism brand creation system.