Promotion and educational role of the House of Words – Lublin regional tourism product
Promotion and educational role of the House of Words – Lublin regional tourism product

Summary/Abstract: This article aims to show how the House of Words in Lublin communicates with the environment, to determine the visibility of different promotion forms and to determine the impact of institutions in Lublin as an object of industrial heritage on preserving the memory of the traditional printing methods and educational development of youth. Currently, tourist is an entity conscious of his/her rights and recognizing his/her identity, therefore trying to create his/her own image through the acquisition of certain, often niche, products. Thus, traditional forms of advertising are increasingly ignored by receivers. Enterprises try to use modern ways of communicating with the market, to make personalization of message and to include niche and scattered groups of consumers. Promoting the House of Words also takes into account the niche of its product and tries to reach customers not only using traditional promotion, but also applies social media, word-of-mouth marketing, and widely developed marketing events.

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