СТРАТЕГИЧЕСКА КОМУНИКАЦИОННА ПАРАДИГМА ЗА СИНЬО РАЗВИТИЕ: НАРАТИВЕН ПОДХОД ЗА ИЗГРАЖДАНЕ НА ДЕСТИНАЦИОНЕН БРАНД В ТУРИЗМА
STRATEGIC COMMUNICATION PARADIGM: NARRATIVE APPROACH FOR BLUE GROWTH IN THE FIELD OF TOURISM AND DESTINATION BRAND

Author(s): Gergana Markova, Hristina Slavova
Subject(s): Politics / Political Sciences, Social Sciences, Economy, Media studies, Energy and Environmental Studies, Public Administration, Communication studies, Marketing / Advertising, Tourism
Published by: Бургаски свободен университет
Keywords: Strategic Communication; Communication Paradigms; Destination Brand Narrative; Blue Growth; Pomorie; Bulgaria; Black Sea
Summary/Abstract: The Growth of the Blue Economy requires a strategic communication based on specific communication constants from the practice and theoretical concepts. The proposed paper considers the communication for Blue Growth as complex process based on the European Commission concept of long term strategy for smart, sustainable and inclusive development of sectors, and focuses on the narrative aspect of the communication in the tourism sector. As the communication codes are fundamental of the proposed model, the updating and optimizing of the codes with proper signs and already settled codes is crucial for the diversity of the narrative communication. The research of codes in case of destination brand narrative Pomorie is exemplification of the concept of strategic communication paradigm based on narrative approach for Blue Growth in the field of tourism and destination brand.

• Details
• Contents