Issues in Co-operative Marketing of Tourist Destinations in Bulgaria – a Cluster Approach

Irina Shtonova ()
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Irina Shtonova: Sofia University St.Kliment Ohridski, Sofia, Bulgaria

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2011, vol. 12, issue 3, 541-549

Abstract: The cluster approach suggests that marketing efforts and operations of individual firms need to be coordinated with their competitors in order to promote and subsequently provide the tourist with a quality tourism product. This paper examines the issues in co-operative marketing of tourist destinations in Bulgaria and draws comparison to international cases. The study is based on a survey with representatives from 16 Bulgarian municipalities. The results show that the overall level of cooperative marketing is rather low and is primarily driven by public sector organizations. Issues such as mistrust, lack of initiative and unwillingness to commit own finances are some of the current obstacles to competitive destination marketing in Bulgaria. The topic is highly relevant since the relationship between the firms, especially relating to marketing, is an increasingly important component of competitive advantage in the tourism destination context.

Keywords: clusters in tourism; destination management; marketing. (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:12:y:2011:i:3:p:541-549

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