The Image of a Large City in the Opinion of Foreigners: The Case of Szczecin, Poland

Purpose: An attractive image of a place, e.g. a city, can become of such a unique value that it will allow a decision to stay longer, which, in relation to the chosen place, should be considered a success. Design/Methodology/Approach: It is worth emphasizing the complexity of understanding image attractiveness (residential attractiveness, investment attractiveness, recreational attractiveness, etc.) through the prism of not only existing residents, but also the differentiated cultural baggage of newcomers and the specific conditions of the place. Findings: In this light, the survey conducted on the image of Szczecin among foreigners taking into account three aspects of the place (city), as a place of residence, tourist and recreational attractiveness and business potential. Practical Implications: According to the survey, Szczecin is perceived positively as a place to live, work and tourism, but there are areas for improvement, such as availability of services, infrastructure and support for migrants. Originality/Value: This study offers an originality contribution by analyzing the image of Szczecin from the perspective of foreigners, considering its multifaceted attractiveness as a place to live, work, and visit. By highlighting both strengths and areas for improvement, the research provides valuable insights for city planners, policymakers, and stakeholders seeking to enhance the city's appeal and competitiveness in an increasingly globalized environment.