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A continuous exchange of information which forms most of our purchasing decisions is going around us and with our participation. The purpose of the paper is to demonstrate that the supplying entities on the contemporary tourist market should use the power of those interpersonal contacts in their management processes. The buzz marketing essence has been explained, reasons for its development explained and its basic forms discussed. A special attention has been focused on the meaning of buzz marketing in the management of tourism destination. Based on the results of survey research conducted among tourists visiting Cracow in 2008-2010, a hypothesis was verified that the word-of-month opinions are of considerable importance in choosing a tourism destination.