An Attempt To Diagnose The Scope And Forms Of Cooperation Between Polish Cities And Regions With Bloggers

Purpose. To determine the scope and character of cooperation between Polish cities and regions with bloggers in the field of tourism promotion and to check whether the situation is changing over time. Method. In the first part, there is a literature review on the use of the blogosphere for promotion. The second part presents the results of empirical research in which the diagnostic survey method was used Results. The research allowed to determine which Polish cities and regions cooperated or planned to cooperate with bloggers in the field of tourism promotion. Interests were among issues such as: how many internet creators have collaborated; the aims and scope, forms and nature of this cooperation and whether its results were monitored. Research and conclusions limitations. A certain limitation in the conducted application was the lack of the response from all institutions covered by the survey. Practical implications. Determining the generality and systemicity (all activities related to planning, organising and measuring the effects of cooperation) or lack thereof cooperation between Polish cities and regions with bloggers in the field of tourism promotion, and preparing recommendations for institutions conducting tourist promotion in cooperation with bloggers. Originality. No analyses regarding the use of influencer marketing in tourism were conducted in Poland so far. Research allows preliminary diagnoses in this area, especially concerning the scale (universality) of its application among entities responsible for tourism promotion and the diversity of forms and nature of cooperation with bloggers that occurs in individual cities and regions. Type of work. The article presents the results of empirical research.