Modelling promotion strategies in local government units with the application of structural equation modelling (Sem) with an example of warmia and mazury region

Abstract

The self-government of the Warmińsko-Mazurskie Province (województwo warmińsko-mazurskie) has implemented one of the first image-centered promotion strategies in Poland to promote the region. Its promotion strategy was a result of the campaign termed “Mazury Cud Natury-The Wonder Of Nature” launched in 2009 and constituted especially by image-centered actions targeted at tourists and representatives of the surroundings of the Warmińsko-Mazurskie Province, with no specific segmentation of the remaining recipients. What is more, the “Mazury Cud Natury-The Wonder Of Nature” has been the first operation of the kind run at such a scale in Poland. Nearly all of the local government units in the Warmińsko-Mazurskie Province, supported by numerous non-profit organizations and the private sector, have become actively involved in the campaign. The paper presents the characteristics and application of sample statistical tools developed to evaluate the efficacy of the adopted promotion strategy in the above mentioned region.