Promocja jako instrument marketingu terytorialnego na przykładzie Kołobrzegu
Promotion as an instrument of place marketing on the example of the city of Kołobrzeg

Summary/Abstract: Competition at the regional level is particularly noticeable in the matter of tourism areas. Regions in the Polish coast zone have a very similar potential for creating tourism products. Therefore, promotion has become the main way for any one region to stand out. The usage of proper promotion instruments can cause a positive change in the area’s image as well as enable the region to reach a higher competitive position. One of the many cities on the Polish coast is Kołobrzeg. It is often considered to be an uninteresting and boring health resort, visited mostly by German pensioners. To change that image, the City of Kołobrzeg undertook actions with the aim of promoting a new image of the city – The Climatic Kołobrzeg, which was to induce different, positive associations and present the city as open and interesting. That goal has partly been achieved. However, the results of conducted research imply a need for wider usage of whisper marketing, as the opinion of friends/family members remains the main dominant in the choice of a vacation resort.

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