The role of the novel in shaping a city’s imageand its choice as a tourist destination: The case of Łódź

Following in the footsteps of one’s favourite literary characters has become a significant part of tourism. It remains unknown, however, how many readers decide to visit the places described in a book, or what factors determine their decision to do so. This issue was analysed using the example of Łódź, the third largest city in Poland, which struggles with a negative image. In contrast to the research on literary tourism conducted so far, a questionnaire was completed by readers and not by tourists visiting the places described. The readers remembered many real locations and had become familiar with the city’s topography. Some declared their reluctance to accept its stereotypically ‘bad’ image, while others were fascinated with its ‘unique atmosphere’. To many the city has become more familiar and a significant number of readers have changed their perception of it as a result. By means of linear modelling, several factors were established which encouraged readers to visit the city for tourism purposes. These factors included the size of the reader’s home location, changes of opinion, and the first impression the book made. This research project clearly points to the significant role of the novel in creating images of the places it depicts.