"Scientific research" Almanac

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  APPLICATION OF DESTINATION MARKETING IN THE CONTEXT OF SUSTAINABLE INTEGRATED URBAN DEVELOPMENT (on the example of the town of Pleven)

  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 ... 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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  POTENTIAL FOR DEVELOPMENT OF MARKETING NETWORKS IN THE TOURISM SECTOR IN BULGARIA

  Over the last decade the study of inter-company networks in marketing science has become topical. The concept of these formations is developing, and their manifestations in practice define their specificity and seek opportunities for their development in economic sectors. Being one of the strategic priorities of the national economy, tourism ... Over the last decade the study of inter-company networks in marketing science has become topical. The concept of these formations is developing, and their manifestations in practice define their specificity and seek opportunities for their development in economic sectors. Being one of the strategic priorities of the national economy, tourism creates conditions for the emergence of marketing networks, which are the subject of this study. The main purpose of this paper is to bring the major intercompany factors (problems and motivation) that form the development potential of tourism marketing networks in Bulgaria. To achieve this objective the following tasks were performed: to present the concept of marketing networks; to clarify the specifics of these networks in the tourism sector; to characterize marketing activities in the tourism sector in a practical aspect; to reveal the status of existing marketing networks in Bulgarian tourism; to define the key problem areas of developed tourism marketing networks; to clarify the attitudes (motivation) of tourist organizations for participation in marketing networks. The thesis argued is that there is potential for positive development of marketing networks in the tourism sector in Bulgaria. The contributions involve revealing the manifestations of marketing networks in tourism, opening of existing marketing networks and confirming that there are incentives to build and progressively develop marketing networks of tourism companies

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  RESEARCH ON THE PROCESSES OF INTEGRATION AND DIFFERENTIATION IN THE EUROPEAN UNION

  The international regional integration and the processes taking place at the economic formations have been the subject of numerous economic, political and sociological studies since the 1950s. The core question that arises, in this regard, is if there can be noticed occurrence of processes, contradictory to the integration – processes of ... The international regional integration and the processes taking place at the economic formations have been the subject of numerous economic, political and sociological studies since the 1950s. The core question that arises, in this regard, is if there can be noticed occurrence of processes, contradictory to the integration – processes of differentiation and disintegration. The purpose of the study is to examine the processes of integration and differentiation within the European Union and the factors for their occurrence and development. The paper presents an analysis of the European integration process as well as a study on the factors, influencing the stability in the EU. Analyzed are the foreign trade flows of a group of Eastern European countries that are EU members – Lithuania, Latvia, Estonia, Bulgaria, Romania, Slovakia, Slovenia, Poland, Czech Republic, Hungary and Croatia. The direction of the foreign trade connections of these countries with countries within the EU, as well as with non-EU countries, is examined as a factor for development of differentiation in the EU. The paper argues that the redirection of foreign trade flows from a group of certain Eastern European countries that are EU Member States, to non-EU countries, could be examined as a factor for the occurrence of processes of differentiation within the EU