Instrumenty promocji produktu turystycznego i ich rola w promowaniu aktywności turystycznej

The paper is an attempt to identify the direction of development that promotion tasks could take, and the way promotion could be adapted to future market conditions, resulting from changes that take place in the modern society. The authors also present and discuss selected instruments of promotion, considering their application in tourism. The point is that tourist products strongly influence promotion tasks. As a result, promotion of a touristic product is significantly different than in any other case. The usage of traditional commercials may soon turn out ineffective. They should be replaced with messages that emphasize how unique the offered product is, ensure that it is original, and recommend contact with the local culture, more freedom, and place for individuality. One can say that commercials and PR are the most important promotion tools for tourist products, whereas sales promotion is the most significant complementary instrument. However, the need for new promotion models will arise that use modern market communication media and commercial messages adapted to the current market.