Assessment of the Image of Tourist Entities from the Selected Reception Areas in North-eastern Poland

The paper presents an analysis of the traits of the Internet image of agritourism farms (GA) in the areas of the Bialowieza (BPN) and Wigry (WPN) national parks. Based on the chosen parameters of the model proposed by Baloglu and McCleary (1999) and based on the content of GA websites, matrices of the discriminants of the image of GA of both areas, created from the perspective of people engaged in tourist activities were constructed. In both cases, it was assumed that the discriminants of the image, other than those associated with natural attributes will be dominant