CBI Pro-Akademia

The purpose of this article is to show the importance of e-marketing in creating the image of the tourist region of Lodz. It shows that image management is key task for regions, in view of the fact that the images (not the actual products) are evaluated, compared and chosen by consumers. Due to the fact that Łódź Province is regarded by respondents as the least attractive of all the Polish provinces, a number of measures to improve its image are presented and some problems that require extensive and in-depth research and study are outlined.