KNOWLEDGE ABOUT POLAND AND COMPONENTS OF TOURIST PROMOTION ACCORDING TO THE ASSESSMENT OF FOREIGN UNIVERSITY STUDENTS Knowledge about Poland and components of promotion

Introduction. The aim of this study was to investigate opinions of the students of foreign tourism faculties at selected foreign universities about their general knowledge of Poland in the context of decision related to the choice of tourism migration. In addition, it was intended to examine how to promote Polish tourist market and how it is perceived by the respondents. Material and methods. In the survey, the questionnaire method was used. In total 107 questionnaires were analysed - 46 filled by the students from Portugal and 61 by the students from Latvia. Results. The study indicates a relatively good understanding of the respondents in the field of general knowledge about Poland and emphasizes the need to intensify marketing activities in international markets for the Polish tourist brand recognition, because 90% of respondents did not notice any action by the tourist organizations in this direction. Conclusions. Opinions about Poland of the respondents should become a catalyst to intensify promotional activities by the Polish Tourist Organization to improve the country's not very favorable image among foreigners. Poland's attractive location should be an important tool for marketing communication and a powerful aspect of the promotion on international markets, particularly in post-communist countries.