TRADE SHOWS AND EXHIBITIONS AS A FORM OF PROMOTION OF REGIONAL, LOCAL AND TRADITIONAL PRODUCTS

In the European Union countries as well as in Poland, the interest in the local, regional, and traditional products grows every year. They create the chance for a community development, especially for rural communities and their "ambassador" for their specific and unique character and engagement of the society in the development of the local entrepreneurship. Therefore, such a promotion is of crucial importance. This article is a review in character, and its author's aim is to bring inspiration for discussion within the theme presented. Its main aim is demonstrate the growing role of trade shows and exhibitions for the promotion of local, regional, or traditional products by given examples from the Polish market. Manufacturing of such products has a significant influence on the image of a given region; however, appropriate promotional actions are necessary for informing the buyers. The article is a case study, and the main research method used herein is a comparative and documentary analysis. The author of the article, based on the secondary sources and her own observations, has presented selected trade shows and exhibitions in Poland and emphasised their importance for the promotion of regional, traditional, and local regional products. It is crucial to make consumers aware of the unique character of the products offered, as they usually have a higher price, which may be an obstacle to their purchase. Trade shows are a significant factor influencing the behaviour and choices of consumers. The objectives of the trades shows involve, among others, attracting buyers, presentation of their success and, most importantly, of own distinct character.