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ASSESSMENT OF THE MARKETING POTENTIAL OF TRAVEL AGENCY

Vyara Kyurova
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Vyara Kyurova: South-west university "Neofit Rilski"

Economics and Management, 2015, vol. 11, issue 1, 13-25

Abstract: Nowadays cultural tourism is developing in an external environment characterized by high dynamism, increasing competition in the tourist markets and globalization of the tourism business. The application of the marketing approach plays an important role in making optimal management decisions and in increasing the efficiency of the operations of travel agencies offering products related to cultural tourism. The aim of the study is to evaluate the marketing potential of travel agencies offering products related to cultural tourism based on data from surveys. To achieve the objective an approach for statistical characterization of the business environment is applied. Based on this approach, a characteristic of the marketing potential of travel agencies for the period 2011-2014 is done.

Keywords: marketing potential; cultural tourism; normalized value; travel agency (search for similar items in EconPapers)
Date: 2015
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