Marketing wirusowy jako innowacyjne narzędzie promocji imprez tematycznych – na przykładzie Tall Ship Races 2017
Viral Marketing as an Innovative Tool for the Promotion of Tourist Events – Case Study Tall Ship Races 2017

Summary/Abstract: The aim of the article is to present the subject of the use of viral marketing as an innovative tool in the promotion of thematic tourist events. The verification of the following research hypothesis was used to achieve this goal. The use of viral marketing tools has led to increased interest in The Tall Ships Races on the demand side. Achieving this task required the authors to apply appropriate research methods and techniques known from economic sciences, including conducting original surveys, in order to evaluate the effectiveness of the viral marketing tools applied to this particular thematic event. Direct recipients of research results, apart from researchers dealing with issues related to marketing in tourism, will also be local government authorities and their subordinateunits, which at the current stage are considering the possibility of using these tools in the scope of planned tourist events.

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