IDEAS home Printed from https://ideas.repec.org/a/nwe/iisabg/y2014i3p96-108.html
   My bibliography  Save this article

Problems of Positioning the Bulgarian Tourism Product

Author

Listed:
  • Nikolay Tsonev

    (University of National and World Economy, Sofia, Bulgaria)

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.

Suggested Citation

  • Nikolay Tsonev, 2014. "Problems of Positioning the Bulgarian Tourism Product," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 96-108, July.
    • Handle: RePEc:nwe:iisabg:y:2014:i:3:p:96-108
    as

    Download full text from publisher

    File URL: http://www.unwe.bg/uploads/Alternatives/7_br_3_2014.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    positioning; tourism product;

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O2 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nwe:iisabg:y:2014:i:3:p:96-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vanya Lazarova (email available below). General contact details of provider: https://edirc.repec.org/data/unweebg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.