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

Author

Listed:
  • Svetla Rakadzhiyska

    (University of Economics - Varna)

  • Krasimira Yancheva

    (University of Economics - Varna)

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.

Suggested Citation

  • Svetla Rakadzhiyska & Krasimira Yancheva, 2018. "Marketing Approach for Improvement the Portfolio of the International Folklore Festival "Varna Summer" as a Cultural Tourist Product," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 7(1), pages 66-77, October.
    • Handle: RePEc:vra:journl:v:7:y:2018:i:1:p:66-77
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    File URL: http://www.su-varna.org/izdanij/2018/EconomicSciencesSeries_2018_1/66-77.pdf
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    More about this item

    Keywords

    cultural tourism; cultural and tourist product; product portfolio; marketing approach; Varna Summer International Folklore Festival.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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