Image and Communication of Polish National Parks

Abstract

This paper contains the analysis and evaluation of image and social communications in national parks in Poland. It is based on the results of research conducted by 'Starcom MediaVest Group "on behalf of the Tatra National Park. The purpose of intentional communication activity is to increase trust in activities undertaken by the institution to improve public perception and acceptance. This paper summarizes the communicative picture and image of national parks in Poland. It is an attempt to assess whether image-building and communication activities vital to the goods and services market are also needed for national parks.