MARKETING COMMUNICATION CHANNELS USED BY LOCAL GOVERNMENTS VS. TOURISTS` EXPECTATIONS

Marketing communication specialists in local governments have at their disposal a number of communication instruments. Significant that the most commonly they use printed materials, brochures and leaflets, web sites and walking maps. The question is: if this is sufficient for modern tourists? That’s why the article presents the results of study of secondary data on the development of tourism in the West Pomeranian Province (Poland), as well as the original findings relating to the expectations of tourists coming to West Pomeranian Region and its capital - Szczecin. So, the goal of this article is to show the resources of information used by tourists coming to the region in comparison to communication channels used by local governments. Outcomes show that the most important factor determining willingness of visiting is a tourist own experience of previous stay, and an opinion shared by friends and family. Therefore, proper information about the best attractions before arrival, and taking care about a visitor during his first visit, are very important. Unfortunately, before arrival tourists not always were able to get information about Szczecin and its milieu. The most difficult to obtain was information about water tourism and gastronomic offer, as well as an information about ongoing events in the city. And here are areas where local governments should improve the range of information and its availability.