Optimization of Marketing Communications for Promoting Bulgarian Maritime Tourism in the Baltic Market

Desislava Kadiyska ()
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Desislava Kadiyska: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 1, 306-316

Abstract: This article analyses the efforts to enhance marketing communications within an issuing market, executed by a hotel company operating in the greatest resort on the Bulgarian Black Sea coast. The research focuses on the various forms of marketing communication employed within the tourism industry in the Baltic nations - Latvia, Lithuania, and Estonia. The emphasis is on roadshow campaigns coordinated with prominent tour operators, designed to enhance the visibility of Sunny Beach resort and to reinforce collaborations with local travel agencies. The results are assessed through a combination of qualitative and quantitative approaches, along with the analysis of statistical data and the communication instruments employed. The conclusions demonstrate how targeted marketing strategies can enhance competitiveness in international markets and provide practical guidelines for the advancement of the Bulgarian tourism industry.

Keywords: marketing communications; emissive; Sunny Beach; roadshow; Baltic countries (search for similar items in EconPapers)
JEL-codes: M31 M37 Z32 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:suvrna:y:2025:i:1:p:306-316

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