Organizacja masowych imprez sportowych jako forma promocji ośrodków turystycznych na przykładzie Letniego Biegu Piastów w Jakuszycach

Abstract

The purpose of this paper is to present the possibilities for tourism product promotion using the modern promotional form called event marketing. The initial, introductory part of the article presents the problems of sport oriented tourism and its similarities with sport and qualified tourism. The author has also discussed the essence and qualities of activities related to even marketing. Next the author characterized Jakuszyce as the most popular centre for cross-country skiing in Poland and the Association of Piasts’ Race – the organizer of the biggest sport events in the area of Jakuszycka Clearing. The final part of the article covers the activities related to the organization of Summer Piasts’ Race and this event impact on the development of tourism in Jakuszyce in summer season.

Keywords

• tourism promotion
• qualified tourism
• event marketing
• Summer Piasts’ Race