Figure 1.
Figure 2.
Figure 3.
Figure 4.
Figure 5.
List of identified brand attributes and brand values with frequency of their occurrence within analyzed posts
| Brand attributes | % | Brand values | % |
|---|---|---|---|
| Cityscape | 58,7 | Playfulness | 19,7 |
| Nature | 19,3 | Excitement | 18,8 |
| Tangible Heritage | 13,1 | Sincerity | 17,2 |
| Things to do | 13,1 | Neatness | 15,2 |
| Institutional and non-tourist information | 9,5 | Peacefulness | 11,8 |
| Intangible Heritage | 8,6 | Knowledge | 9,1 |
| Tourist information/agenda | 5,4 | Ruggedness | 7,0 |
| Sports | 3,6 | Sophistication | 6,3 |
| Sun and Beach | 2,7 | Competence | 5,2 |
| Services | 2,1 | Conservatism | 0,4 |
| Gastronomy | 2,0 | Other | 0,2 |
| Leisure | 1,3 | 0,0 | |
| Business/trade | 0,9 | ||
| 0,0 |
Frequency of posting on Instagram
| FUA’s core | July 2021 | August 2021 | total |
|---|---|---|---|
| Bydgoszcz | 9 | 6 | 15 |
| Gdańsk | 31 | 31 | 62 |
| Kraków | 15 | 5 | 20 |
| Lublin | 23 | 24 | 47 |
| Łódź | 123 | 110 | 233 |
| Poznań | 46 | 43 | 89 |
| Rzeszów | 31 | 30 | 61 |
| Szczecin | 7 | 8 | 15 |
| Wrocław | 8 | 9 | 17 |