Promowany i postrzegany wizerunek Warszawy

The aim of the paper is to determine the characteristics and components of the Warsaw image residing in social consciousness and characteristics and components of the Warsaw image promoted by local authorities. The research showed the local authorities did not carefully projected city's image in dependence of target group (inhabitants, tourists, entrepreneurs). Cores of promoted image of Warsaw were modernity and culture. The research indicated differences in perception of Warsaw between investigated groups. Warsaw's image among metropolitans and entrepreneurs were contradictory. Only city's image among tourist was positive. The consequence of these results is conclusion that there is not correspondence between elements of promoted and perceived image of Warsaw. The research showed that some characteristics of respondents influence their perception of Warsaw.

Celem opracowania jest określenie promowanego przez władze lokalne wizerunku Warszawy oraz wizerunku miasta tkwiącego w świadomości społecznej, a następnie porównanie cech i komponentów tych wizerunków. W artykule omówiono także czynniki kształtujące postrzegany wizerunek miasta oraz znajomość działań promocyjnych przez badane grupy społeczne.