New product concept development as an effect of revitalizing the Old Market in Bydgoszcz

Abstract

: The article analyses the latest scientific literature on revitalization and territorial marketing. A case study analysis was additionally carried out. 20 Case study conducted in this article was related to the Old Market in Bydgoszcz. Market plate 21 revitalization was analysed at first. Subsequently the authors of the article made an analysis of 22 the Old Market's adjacent streets as well as its key objects. 23 Findings: Owing to the revitalization of the Old Market Square in Bydgoszcz, a new local 24 product has been developed – a place of modified features and functions. The use of territorial 25 marketing tools has helped to attract tourists and residents. The revitalization showed that the 26 Bydgoszcz's Old Town is an attractive place for business, bringing restaurants and entertainment venues to the area. Practical implications: Revitalization and its areas had a positive impact on the development of facilities located in the vicinity of the Old Market in Bydgoszcz. An important element is the skilful management of this place and its financing for further development. Social implications: The key element in the revitalization of the Old Market in Bydgoszcz is the implementation of economic, cultural and social aspects. The implementation of these aspects has a positive impact on local residents and local entrepreneurs. Originality/value: The results of the analysis conducted enrich the literature on revitalization and territorial marketing. Moreover, they serve as a recommendation for further quantitative research in this field.