“Everything I love is to be found in the mountains” — idealised image of the mountains in publicity materials and its impact on the public

Abstract

The article examines the constantly evolving marketing strategies aimed at promoting a specific mountain region, at the same time contributing to a growth of tourism as well as increased demand for specialist mountaineering equipment. From advertising leaflets and posters, through advertisements of mountain shops to internet campaigns — the sphere of action of marketing consultants constantly assumes new forms. The objective is to consolidate love for the mountains among people who have been engaged in trekking or climbing for years and at the same time to encourage those who so far have shown no interest in this form of leisure. Mountaineering becomes an activity attracting new kinds of tourists, for example families with small children who are wooed by shops selling hiking clothing and shoes. Thus the author of the article explores the risks associated with too idealistic advertising of equipment as well as the changing tastes of tourists when it comes to clothing, and the preparation for a trip to the mountains. She also devotes a lot of attention to nature protection campaigns conducted by Polish and foreign national parks. Such actions support awareness raising not only among tourists, but also among drivers and hunters, with the analysed promotional material and new media becoming the main tool to promote the relevant content.