Marketing Management of the Tourism Regions in Bulgaria – Innovative Approach
Marketing Management of the Tourism Regions in Bulgaria – Innovative Approach

Author(s): Mariana Ianeva, Ralitsa Georgieva, Stiliyana Basmadzhieva
Subject(s): Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing management; tourism regions in Bulgaria; DMOs; innovative approach
Summary/Abstract: The object of study in the current paper are the tourism regions in Bulgaria, registered according to the Concept for Tourism Zoning with specialized product profile (main and extended). The subject of study is the management of these regions of the registered and functioning 9 Destination management organizations (DMOs) in Bulgaria. The aim of the paper is related to the thesis that the marketing management of the tourism regions in Bulgaria can be improved by creating an innovative approach to managing the regions, developed by an analysis from a study of existing activities currently carried out by the organizations. The thesis aims to prove that the creation of an innovative approach to the management of a tourism regions by the DMOs includes a process of research, analysis, matrices, algorithms and technological prescriptions – a basis for the future development of the tourism regions in Bulgaria, also of the priority specialized types of tourism. The set scientific tasks are also implemented as results that prove the aim of the paper. Obtained as results of the research are: first result includes business identification of the nine tourism regions in Bulgaria with specialized product profile (main and extended); second result includes analysis of the activities of the nine DMOs in Bulgaria, based on the registered ones; third result is related to a developed model for an innovative approach for marketing management of the tourism regions in Bulgaria; fourth result is differentiating main activities in the innovative model for marketing management of tourism regions from DMOs; fifth result relates to general recommendations for more publicity about the activity of the DMOs; increasing the participation and cooperation of the municipalities with the DMOs, regarding the development of specialized products and others. The innovative approaches modeled in this way, including studies, analyses, algorithms and technological prescriptions, are the basis for the future development of the tourist regions in Bulgaria, as well as the priority specialized types of tourism. The created innovative model aims to support the improvement of the marketing management of tourism regions in Bulgaria by DMOs.

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