ПРИЛОЖЕНИЕ НА МАРКЕТИНГА НА ДЕСТИНАЦИЯТА В КОНТЕКСТА НА УСТОЙЧИВОТО ИНТЕГРИРАНО ГРАДСКО РАЗВИТИЕ (по примера на гр. Плевен)
APPLICATION OF DESTINATION MARKETING IN THE CONTEXT OF SUSTAINABLE INTEGRATED URBAN DEVELOPMENT (on the example of the town of Pleven)

Summary/Abstract: The purpose of the study is through destination marketing to present the cultural heritage of the city of Pleven by developing an integrated tourism product that will contribute to the realization of the objectives of sustainable integrated urban development. Specific objectives: To carry out a theoretical analysis of the nature and characteristics of destination marketing, by studying and defining its role in the process of sustainable integrated urban development; to study, analyze and assess the tourism potential of Pleven’s cultural heritage sites; to define and analyze the factors that are impeding and conducive to the organization of destination marketing for Pleven, to conceptualize a model of integrated marketing communications strategy for promoting the city of Pleven. Basic research thesis: Destination marketing, as part of regional marketing, is an innovative tool used to enhance regional competitiveness and attractiveness in creating a positive image and branding of the city as a destination for cultural and educational tourism. Main results of the study: A model of integrated marketing communications strategy is developed to promote the city of Pleven as a destination for cultural and educational tourism and an electronic platform for promoting the project results and stimulating the interaction of stakeholders is created.

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