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Audiovisual Tourism Promotion pp 221–245Cite as

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A ‘White’ Country for ‘White’ People: Poland in Tourism Promotional Videos of Regions and Metropolitan Cities

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Abstract

Poland participates in global tourism as a significant destination; however, it has not yet conducted systematic, international promotional campaigns. Between 2007 and 2016, promotional campaigns assigned by regional (voivodship) authorities and large city municipalities, rather than central authorities, were carried out. As part of these regional and city campaigns, promotional films addressing the international markets were created. This chapter will answer the research question: how are Poland and Polish society presented in the regional and cities’ promotional campaigns? This chapter will analyse films produced within the 2007–2016 timeframe. Over that nine-year period, regions and cities in Poland benefited from European Union funds dedicated to tourism promotion. Tourism promotion of regions and cities was financed as part of the so-called Regional Operational Programmes run by regional self-government units. After 2016, the EU no longer financed tourism promotion. This chapter will focus on 16 regions (voivodships) and 12 large cities associated with the Union of Polish Metropolises; the so-called city break is a ‘basic product’ in the Polish tourism offer, which is why tourism promotion of cities has been scrutinized in parallel with the regions. The authors will examine all official tourism and “general” promotional films (tourism commercials and tourism promotional videos) of regions and large cities available in online media during the research period, using two qualitative methods: content analysis and semiotic analysis (Echtner 1999). The authors initially found that the analysed films focus on ‘white’ hosts and ‘white’ guests, in their stereotypical social roles; Poland is therefore portrayed in these films as a ‘white’ country inviting ‘white’ guests.

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Notes

  1. 1.

    In the Polish literature on brand destination, ‘reception market’ means a product, place, or event that attracts tourists. The ‘emission market’ is the country (region) that tourists come from (Kruczek and Walas 2010, 133). These terms correspond to the destination and target market in English literature (Pike 2008). Detailed and up-to-date information and reports on as well as analyses of tourist traffic can be found on the websites of the Polish Tourist Organization (POT) (pot.gov.pl), Regional Tourist Organizations (ROT), Local Tourist Organizations (LOT), and in the statistics of the Central Statistical Office. According to these sources, around 20 million tourists from abroad visited Poland in 2019.

  2. 2.

    On the Internet, the visual data can be divided into “space-based”, such as photos, maps, tables, and so on, and “time-based”, that is, video, animated GIFs, interactive infographics, and so on.

  3. 3.

    It is difficult to find a scientific definition of an advertising spot in the literature on the subject. If one can find any, it is usually a description not embedded in science (theory), but rather in marketing and consulting practice, and—importantly—in law. For example, in the Polish legal regulation there is a limit of 12 minutes of advertising per clock hour in television programmes (Act on Radio and Television, Journal of Laws 1993, No. 7, item 34).

  4. 4.

    The time limits are set in accordance with the N+2 rule. It means that projects in the EU’s long-term financial perspective may be continued up to two years after its completion.

  5. 5.

    The authors have adopted the following definition of ‘race’ for analytical purposes (Delgado and Stefancic 2001, 153): “Race: Notion of a distinct biological type of human being, usually based on skin colour or other physical characteristics”.

  6. 6.

    The data of the Office show that among the foreigners who had valid residence permits on January 1, 2020, there are 12.1 thousand Vietnamese, 9.9 thousand Hindu, and 8.5 thousand Chinese.

    https://www.prawo.pl/prawo/cudzeniem-w-polsce-na-poczatku-2020-r-423-tys-osob-przebywalo-497222.html.

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Authors and Affiliations

  1. Academy of Fine Arts in Katowice, Katowice, Poland

    Piotr Dzik

  2. University of Economics in Katowice, Katowice, Poland

    Anna Adamus-Matuszyńska

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  1. Piotr Dzik
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  2. Anna Adamus-Matuszyńska
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Correspondence to Piotr Dzik .

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Editors and Affiliations

  1. Victoria University of Wellington, Wellington, New Zealand

    Diego Bonelli

  2. Victoria University of Wellington, Wellington, New Zealand

    Alfio Leotta

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Dzik, P., Adamus-Matuszyńska, A. (2021). A ‘White’ Country for ‘White’ People: Poland in Tourism Promotional Videos of Regions and Metropolitan Cities. In: Bonelli, D., Leotta, A. (eds) Audiovisual Tourism Promotion. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-16-6410-6_11

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