Rola specjalnych wydarzeń w marketingu destynacji i rozwoju turystyki
The role of events in destinations marketing and tourism development

Summary/Abstract: Destinations and tourism marketing bodies often use special planned events to enhance their general promotional efforts. Such events, among them sport events (such as UEFA Euro 2012) can be used as tourist attractions, as a growth factor of interest in destination (business tourism, leisure tourism, etc.), as leveling effect of seasonality, as a factor contributing to the repetition of visits and their extension, as the creation and strengthening of the brand, as gaining publicity and creating the desired image of the place. This article aims to present some aspects of the problem and the marketing importance of special events for tourism and destination development.

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