The aim of the article is to present relatively new concept of social marketing, which as a goal itself is realized mostly by government agencies and non-government organizations but as an element of commercial marketing is used for creation of positive image of a firm, brand or product. Owing to the fact that these aspects are quite significant in activity of tourist firms, the concept of social marketing gains more and more fields of implementations. In the paper there ware presented examples of its realization in so characteristic institution in Polish tourism like Polish Tourist Country-Lovers’ Society as well as in a new-opened restaurant or mountain pension and even in international hotel company.

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