Маркетингов подход за усъвършенстване на портфолиото на международен фолклорен фестивал „Варненско лято” като културно-туристически продукт
Marketing Approach for Improvement the Portfolio of the International Folklore Festival “Varna Summer” as a Cultural Tourist Product

Summary/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.

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