Wybrane eventy Gdyni jako instrument marketingu terytorialnego w ocenie mieszkańców miasta
Selected Events Held by Gdynia as a Territorial Marketing Instrument in the Opinion of its Residents

Summary/Abstract: City marketing is an essential element of territorial marketing, which significantly affects the process of image building and promotion. Event marketing constitutes a very specific form of tools package to promote cities that is designed for both the external receiver and the city residents. It is very often developed on the basis of mass cultural, entertainment or sports events. The article presents attitudes of Gdynia residents towards the selected cultural and entertainment events held by the city. The residents stated that events of such type are an important form of the city promotion and they pointed out benefits and threats they bring in. Moreover, they defined values promoted by particular events and assessed their significance in the overall marketing strategy of the city.

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