Supply evaluation of Golden sands resort, Bulgaria according to German tourists

Zlatka Todorova-Hamdan ()
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Zlatka Todorova-Hamdan: University of Economics, Varna, Bulgaria

Economics and computer science, 2020, issue 1, 56-68

Abstract: Golden Sands resort is a successful 63-year-old tourist destination, which attracts thousands of tourists annually. With its well-developed seaside recreational tourism, the country ranks among the first in the European Union in terms of realised overnight stays. Bulgaria is one of the countries in Europe with an exceptionally large share of international tourists. More than 80% of the overnight stays in it are realised by international visitors. The target group of research in the article are the German tourists visiting Golden Sands resort. The object of the research is the demand of the tourist product offered by the resort. The aim of the article is an evaluation of the tourist product offered by Golden Sands resort. The research is based on a survey study using the method of an unstructured deep interview. For the purposes of the research the author has developed a methodology including a survey questionnaire. For the research purposes there have been questioned 417 randomly chosen respondents. The questionnaire uses two types of „closed questions“: status questions and „evaluation“ questions. The evaluation questions have been formulated on the basis of the five-point Likert scale. The research uses statistical methods of analysis – frequencies and cross tabulations, according to qualitative and quantitative features, graphic analysis, as well as an unstructured deep interview and rating evaluations. Processing of empirical data has been carried out with the help of the statistical and econometric software MS Excel and PSPP. The research is limited to the summer tourist season of 2019 in Golden Sands resort, and to organised tourists having booked the resort through tour operators. The research defines the profile of the German tourist spending a holiday in Golden Sands resort and the tourist's evaluations of the destination's complex tourist product. The realisation of the research results will contribute to a complete satisfaction of the needs and interests of German tourists during their summer holiday in the destination, improvement of the strategic marketing mix of Golden Sands resort, development of alternative types of tourism in the destination besides the seaside recreational one, i.e. health and SPA tourism, events, sports aiming at reducing seasonality in Golden Sands resort and profit increase.

Date: 2020
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