The aim of this article is to determine the impact of the investment activities on the spatial order and the image perception of the city of Zakopane. The research is based upon the analysis of spatial planning in Poland, as a comprehensive action related to the rational management of space; as well as the survey (by questionnaire) carried out among 61 respondents. Activities carried out by public authorities and citizens, as well as the investment projects they undertake, have been having a huge impact on the spatial order, and on the perceived image of the analysed town. The changes, which have been made, affected the vertical and horizontal spatial infrastructure of the city, causing many problem situations related to the blurring of boundaries between areas of varying functions, and interfering with the spatial order through improper planning decisions, thus leading to disharmony between the newly created buildings and the already existing built environment.