Desired image of the place of residence as perceived by residents of the municipality

Purpose: The purpose of this article is to introduce the concept of place image and to indicate which elements, in the opinion of the inhabitants, make up the desired image of a place. Design/Methodology/Approach: The article is based on an analysis of the literature on the subject and the author's own research conducted on a representative sample of adult Poles (N=1067). Findings: In the study, the author focused on exploring the residents' desired image of their place of residence. Building a place image in line with residents' expectations is crucial in order to increase their involvement in the local community, which contributes to its sustainable development. Practical Implications: Residents who identify with a positive image of their place of residence are more likely to actively participate in local initiatives, support local businesses and encourage others to visit or live in the municipality. Originality/Value: The article presents the results of own research. The issue presented has not previously been addressed in discussions published internationally.