Event marketing as a tool supporting the process of revitalization of post-military tourism space in Borne Sulinowo

• Authors: Sylwester Dziechciarz

Abstracts

EN

The article describes a case study concerning the implementation of the principles of sustainable development in Borne Sulinowo, where the author investigates the effect of using event marketing activities as a tool for marketing a tourism product and a regenerated post-military tourism space. The aim of the article is to show how event marketing can be used as a tool supporting the development of tourism space created in the process of revitalisation of various areas, especially post-military ones, and to identify elements that can be used by local authorities to develop and promote their tourism space taking into account requirements of sustainable development (a given space should be revitalised in a specific way and, if possible, restored to its former status). The analysis is based on a case study of a rally of military vehicles organised annually since 2004 in Borny Sulinowo as part of the process of revitalisation of the town space. The study is based on data collected in the process of participant observation and on a review of available literature and online resources. The author demonstrates that mass events can be used as a way of promoting a tourism product that is being created and can directly or indirectly help to achieve particular objectives set out in the revitalisation programme. They can also can be used to dispell concerns of the local community by highlighting benefits and opportunities associated with the changes taking place.

Keywords

EN

marketing; revitalisation; event marketing; tourism space; sustainable development

• Publisher: Wyższa Szkoła Bankowa w Poznaniu
• Journal: Studia Periegetica
• Year: 2021
• Volume: 34(2)
• Pages: 135-151

Dates

published

2021

Contributors

author

Sylwester Dziechciarz

Identifiers

DOI

10.5604/01.3001.0015.2702

Biblioteka Nauki

2084774