Problems of Positioning the Bulgarian Tourism Product

Nikolay Tsonev ()
Additional contact information
Nikolay Tsonev: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2014, issue 3, 96-108

Abstract: The article examines the problem of positioning Bulgaria as a tourist destination, particularly certain Bulgarian tourist destinations. It is proved that the critical factors for success of positioning are preliminary studies and solutions: the right segmentation of real and potential customers; the exact choice and focusing on specific target groups; the preliminary study of the ideas which should be presented to these markets. It was concluded that Bulgaria did not take an advantage of the systematic approach to segment, define the target segments and position the tourism product (both as a whole and as certain destinations). This chaos and fragmentation of efforts reduce the effects of the individual actions and the effect for the country as a whole. Dirigisme in positioning the county as a tourist destination and coordinating the efforts of different stakeholders are needed is what the thesis justifies.

Keywords: positioning; tourism product (search for similar items in EconPapers)
JEL-codes: L1 M3 O2 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.unwe.bg/uploads/Alternatives/7_br_3_2014.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nwe:iisabg:y:2014:i:3:p:96-108

Access Statistics for this article

More articles in Ikonomiceski i Sotsialni Alternativi from University of National and World Economy, Sofia, Bulgaria Contact information at EDIRC.
Bibliographic data for series maintained by Vanya Lazarova ().