„Nowe” atrakcje kulturowe i ich wykorzystanie w promocji regionów wypoczynkowych (na przykładzie Pojezierza Kaszubskiego)

W literaturze przedmiotu sporo uwagi poświęcono regionom turystycznym oraz kryteriom regionalizacji turystycznej. W jednej z ostatnich koncepcji regionalizacji turystycznej Polski (Liszewski, 2009) wyróżniono trzy typy regionów: wypoczynkowo- -rekreacyjne, krajoznawcze i metropolitarne. W niniejszym opracowaniu zaprezentowano wybrane „nowe” atrakcje kulturowe oraz ich wykorzystanie w promocji regionów wypoczynkowych. Zagadnienie omówiono na przykładzie Pojezierza Kaszubskiego i promocji na stronach internetowych gmin położonych na terenie tego pojezierza.

The purpose of this paper is to present selected so-called “new” cultural attractions and their use in the promotion on the web pages of gminas located in the Kashubian Lake District (Fig. 2) which is an example of a recreational region. Recreational regions are usually associated with areas of significant natural amenities and with recreational 3S tourism (sun, sea, sand). In recent times, however, tourists’ preferences are changing and 3S tourism is replaced by 3E tourism (education, entertainment, excitement). When creating the tourist offer it becomes more important to increase the share of cultural sites and venues, in particular of the so-called “new” cultural attractions, that is, attractions providing three components: education, entertainment, and excitement (Stasiak, Włodarczyk, 2013). In the Kashubian Lake District such “new” cultural attractions are, for instance, Center for Education and Promotion of the Region in Szymbark, Museum of Kashubian Pottery of the Necel Family in Chmielno, and Archeological Reserve in Węsiory. One can ask whether these tourist attractions are used in promoting the Kashubian Lake District. Research has shown that the analyzed venues and sites are promoted mainly on the official web pages of the gminas of the relevant region. They are also mentioned on the web pages of the neighboring gminas (Fig. 8). This is not surprising, since every gmina is obliged to promote their own tourist attractions, and from the point of view of the tourist, it is the Kashubian Lake District as an entire region that is important, not the individual gminas. In fact, on web portals devoted to the entire region (such as “Szwajcaria Kaszubska” – www.szwajcariakaszubska.eu) one can find information on all the analyzed “new” tourist attractions. Scarcity of information about such well recognized tourist attractions on the web pages of many gminas of this region is an evidence for a lack of cooperation among the gminas as regards the promotion of the entire Kashubian Lake District. It seems therefore that the “new” tourist attractions constitute a still unused potential for the promotion of the entire region on the web pages of the individual gminas