Polish Tourists’ Perception of Tunisia: Towards A Cultural Reinterpretation of the Destination

Abstract Introduction. In an era of fierce competition in the global tourism market, the perception of a destination plays a key role in shaping travellers’ choices. Tunisia, promoted for decades mainly as a holiday destination, has gained a strong but stereotypical image as a “3S” country. Meanwhile, its historical heritage and multicultural identity create potential for the development of cultural and sustainable tourism. This article aimed to investigate whether the existing image of Tunisia as a “3S” destination is transforming towards a “4H” model and whether the actual experiences of tourists influence the structure of associations and emotional attitudes towards this country. Material and methods. The study was conducted among 438 respondents from Poland using a diagnostic survey method (CAWI) between April 2024 and April 2025. The questionnaire included open-ended questions relating to knowledge, perceptions and associations with Tunisia, as well as closed questions concerning attitudes and travel intentions. Descriptive statistics were used to compare the results of two groups of respondents: those who had been to Tunisia and those who had not. Results. Respondents who had not been to Tunisia most often associated the area with the sea, beaches and a warm climate. On the other hand, those who had visited the country pointed to elements of cultural heritage, the hospitality of the inhabitants and sensory stimuli (tastes, smells, colours). The differences were statistically significant and confirm that personal contact with a place strengthens the complex, emotional image of a destination. Conclusions. The results suggest that Tunisia has considerable potential for developing cultural tourism, including experiential tourism that supports sustainable development. The results also show that the image of this destination has undergone a change.