Marketing Approach for Improvement the Portfolio of the International Folklore Festival "Varna Summer" as a Cultural Tourist Product

Svetla Rakadzhiyska () and Krasimira Yancheva ()
Additional contact information
Svetla Rakadzhiyska: University of Economics - Varna
Krasimira Yancheva: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2018, vol. 7, issue 1, 66-77

Abstract: The present work reveals opportunities for improving the portfolio of International Folk Festival "Varna Summer" in order to increase the effects of its implementation. The theoretical argumentation of the study uses the marketing theory to form a product portfolio. With the help of a survey and SWOT analysis, the strengths and weaknesses of the festival stand out as a cultural and tourist product. There are actions to be taken in accordance with the marketing approach for the formation of product portfolio.

Keywords: cultural tourism; cultural and tourist product; product portfolio; marketing approach; "Varna Summer" International Folklore Festival. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.su-varna.org/izdanij/2018/EconomicSciencesSeries_2018_1/66-77.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:vra:journl:v:7:y:2018:i:1:p:66-77

Access Statistics for this article

More articles in Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series from Union of Scientists - Varna, Economic Sciences Section Contact information at EDIRC.
Bibliographic data for series maintained by Pavel Petrov ().