Events as a factor shaping the image of a tourist city

Abstract

The aim of this paper is to analyze events regarded as elements of the urban image connected with cultural tourism. To achieve this objective, a questionnaire was given to tourists (250 respondents) who visited Toruń during the summer season (June) of 2016. The study established the spatial resonance of the events, demonstrated by the permanent addresses of the tourists who declared that they had heard of particular events. Then the features of the events were assessed in order to check whether those shown to have the greatest reach have a specific profile. The events were ranked according to a multiple-feature point based scale, which confirmed that combination of such elements as high uniqueness of the event, its cohesion with the image of the place, well-established position, broad accessibility and resonance more than local make it possible to achieve optimum marketing effects with regard to the spatial scope of promotional actions. The collected results can be treated as guidelines on the effectiveness of the past actions as well as on the best direction for optimizing such actions in the future.