СОЦИАЛНИЯ КАПИТАЛ ЗА ПОВИШАВАНЕ НА ТУРИСТИЧЕСКИЯ ПОТЕНЦИАЛ В ПРИРОДЕН ПАРК „СТРАНДЖА“
SOCIAL CAPITAL FOR INCREASING TURISM POTENTIAL IN NATURAL PARK "STRANDJA"

Summary/Abstract: Tourism is a major factor that determines the potential for the increase of the economic growth as well as the opportunities for the creation of new job positions. The developing of the tourism infrastructure is a key issue for the local economic stability and especially for the reduction of the unemployment rate. A possible strategy for ensuring the progress of the tourism sector is the building of the social capital networks. The successful building/Implementing of social relations is a vital factor in each region's efforts to preserve its cultural heritage, including local traditions, cuisine and characteristics. The study focuses on social capital as a factor for increasing the tourist potential of a particular region in Bulgaria and to offer guidelines for ensuring sustainability in its development. Strandja Nature Park is the largest protected natural area in Bulgaria. It is known for its unique ecosystems and biodiversity, and the original Strandja folklore, culture and historical heritage are preserved on the territory. Strandja is the only Bulgarian territory included in the five priority areas for protection in Central and Eastern Europe. Despite the uniqueness of this area and the efforts of local authorities, the Strandja Nature Park remains poorly attractive for mass tourism. In the years after Bulgaria became member state of the European Union the opportunities to work on European projects significantly improve the development of the region. Social capital relates to make strong ties to others within a system. It represents the resources that are acquired through building personal and professional relationships, plans and ideas, business communications, human and financial capital, influence, trust, emotional commitment, friendship and cooperation. Exactly such aspects contribute to the development of the competencies of the people employed in the tourism industry. In order to be able to develop a competitive product, adequate attention must first and foremost be paid to the employees who offer this product. The most important item aspect of a good tourist business is an added value for the end user and the innovative approach of offering. A specific research on the issue could present a comprehensive concept for development of social capital. Training methods and specialized workshops could strengthen the critical thinking of tourist entrepreneurs in Strandja area.

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