UDEKOM BALKAN
  • Home
  • About us
    • Objectives
    • Institutions >
      • Assembly
      • Steering Committee
      • Council
    • Activities
    • Statute
  • Membership
    • Application
    • Membership procedure
  • Conferences
    • LIMEN 2015
    • ERAZ 2015
    • HR conference 2014
  • Courses
  • Publications
  • Contact
Srpski

4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era

Picture

MANAGING THE RECOGNITION OF BULGARIA  AS A SPA AND WELLNESS DESTINATION

Milena Stoyanova
Konstantin Preslavsky University of Shumen, Department of Geography, Regional Development and Tourism,
115 Universitetska str., Shumen, Bulgaria

DOI:   ​​https://doi.org/10.31410/tmt.2019.91
​
4th International Thematic Monograph -   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN 978-86-80194-29-5;   Editors:   Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade

Abstract: Developing the country image as a tourist destination should be reviewed carefully so the
positions on the competitive markets can be developed successfully. The process of organizing, management
and monitoring the image of a tourist destination is way more complex compared to that of
individual companies of the market. That way the building of a brand of the tourist destination cannot
be compared with branding strategies of traditional goods and services. That’s why the managers of
Bulgaria as a spa and wellness tourist destination should be aware of the situation inside the country
– of the strengths and the weaknesses, as well as of the situation outside, including possible opportunities
and threats. The whole strategy for developing the destination and the image strategy should be
harmonized with the vision of the government, the local people and of all stakeholders in the first of spa
and wellness tourism. The aim in this chapter is to outline some key steps for building a unique image
and brand of the destination by using the chosen tools for interaction and methods for developing spa
and wellness products in order to achieve an identical distinctive image.

Keywords: Bulgaria, Spa and Wellness Destination, Distinctive Image, Planning, Monitoring, Improving.

​REFERENCES

Alexieva, S. & S. Temelkova. (2013). The brand of the tourist destination or a unique offer for
the tourist. The new tourist brand “Bulgaria” – perspectives and problems www.ibsedu.
bg/media/Conference/2013/_2013_2.pdf
Marinov, R. (2010). Ideas for building an image for institutions and countries. Public relations,
4/97.
Petrova, A. (1999). Psychology of advertisement. Issuing “Forkom”, S.
Popova, D. (2012). The image of Bulgaria and the steady development of tourism. Management
and steady development, 1/2012 (32).
Robert, D. (1992). Nature of communication processes. In: Communication, complied and edited
R. Bobchev. Faculty of journalism and mass communication, S., 98 - 99.
Stavrev, I. (2008). Image of the tourist destination – nature and instruments for creation. National
economic archive, 1/2008.
Temelkova, S. (2013). The choice “Brand Bulgaria” http://ebox.nbu.bg/ssc14/view_lesson.
php?id=8 (1.02.2019)
Wind, J. (1980). Going to Market: New Twist for Some Old Tricks. Wharton Magazine, 4. V:
Doganov, D. (2000). Marketing in Tourism. “Princeps, С.
Zhelev, S. (2010). Positioning. Between the desired, the possible and the reality. University Issuing.
„Stopanstvo”, S.

ADDITIONAL READING

Aksu, A. A., Caber, M., & Albayrak, T. (2009). Measurement of the destination evaluation
supporting factors and their effects on behavioral intention of visitors: Antalya region of
Turkey. Tourism Analysis, 14, 115–125.
Baloglu, S. and K. McCleary. (1999a). A Model of Destination Image Formation. Annals of
Tourism Research, 26(4), 868-897.
Byon, K. K. & Zhang, J. J. (2010). Development of a scale measuring destination image. Marketing
Intelligence & Planning, 28(4), 508 – 532.
Chon, K. S. (1991). Tourism destination image modification process: Marketing implications.
Tourism Management, 12, 68–72.
Gallarza, M. G., Gil, I., & Caldero´n, H. (2002). Destination image: Towards a conceptual framework.
Annals of Tourism Research, 29(1), 56–78.
Gartner, W. C. (1993). Image formation process. Journal of Travel and Tourism Marketing,
2(2/3), 191–215.
Hui, T. K., & Wan, T. W. D. (2003). Singapore’s image as a tourist destination. International
Journal of Tourism Research, 5, 305–313.
Iordanova, E. (2017) Tourism destination image as an antecedent of destination loyalty: The
case of Linz, Austria. European Journal of Tourism Research 16, 214-232.
Jenkins, O. H. (1999). Understanding and measuring tourist destination images. International
Journal of Tourism Research, 1, 1–15.
Johann, М. & L. Anastassova (2014). The perception of tourism product quality and tourist
satisfaction: the case of polish tourists visiting Bulgaria. European Journal of Tourism
Research, 8, 99-114.
Leisen, B. (2001). Image segmentation: The case of a tourism destination. Journal of Services
Marketing, 15(1), 49–66.
​Moon, S. K., Kim, M., & Lee, H. J. (2011). The influence of consumer’s event quality perception
on destination image. Managing Service Quality, 21(3), 287–303.
Nghiêm-Phú, B. (2014). A review of destination image studies from 2008 to 2012. European
Journal of Tourism Research, 8, 35-65.
Nghiêm-Phú, B. (2018) Correlation between tourists’ perceptions/evaluations of destination attributes
and their overall satisfactions: Observations of a meta-analysis. European Journal
of Tourism Research, 19, 98-115.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts
of the branding and destination image. Tourism Management, 32(3), 465–476.
Stoyanova, M. (2018). Affective image of spa and wellness destination Bulgaria. In V. Bevanda
& S. Štetić (Eds.), 3rd International Thematic Monograph: Modern Management
Tools and Economy of Tourism Sector in Present Era, (pp. 501-508), Belgrade: https://doi.
org/10.31410/tmt.2018.501.
Tasci A. D. & Cartner W. (2007). Destination Image and Its Functional Relationships, Journal
of Travel Research, 45 (4), 413-425.
Zhang, H. Y. Wu & D. Buhalis. (2017). A model of perceived image, memorable tourism experiences
and revisit intention. Journal of Destination Marketing & Management. 8, 326-336.
4th_international_thematic_monograph_2019_pp._91-107.pdf
File Size: 467 kb
File Type: pdf
Download File


Picture
Association of Economists and Managers of the Balkans
- UdEkoM Balkan -
179 Ustanicka St, 11000 Belgrade, Republic of Serbia
E-mail: office@udekom.org.rs
www.udekom.org.rs
Tel. +381 62 812 5779
VAT number: 108747027
Registration number.: 28157347
© COPYRIGHT 2014-2023. ALL RIGHTS RESERVED.
  • Početna
  • O nama
    • Ciljevi
    • Organi >
      • Skupština
      • Upravni odbor
      • Savet
    • Aktivnosti
    • Partneri
    • Statut
  • Članstvo
    • Pristupnica
    • Procedura učlanjenja
    • Visina članarine
    • Članovi
  • Konferencije
    • EMAN
    • LIMEN
    • ERAZ
    • ITEMA
  • Seminari
  • Kontakt
  • Balkans JETSS