Wielkie wydarzenia jako narzędzie komunikacji marketingowej miast
Great Events as a Marketing Communication Tool for Cities

Summary/Abstract: Modern cities and regions faced with strong competition are forced to undertake numerous initiatives in order to attract attention. Competition necessitates strong rivalry in the field of resources, investments, number of tourists and new residents. As a result territorial units compete for a relevant image and its enhancement, and as a tool they use marketing communication, namely mega-events. The purpose of this article is to present the World Youth Days, a mega-event and its consequences for the image of a city. Direct research conducted in 2017 among the tourists and residents of Krakow was used as the empirical basis. The conclusion is that WYD created the need to visit Krakow among the tourists who came to the capital of Lesser Poland a year later; religious mega-event has improved the image of the city among the tourists and residents of the city.

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