IDEAS home Printed from https://ideas.repec.org/a/rom/rmcimn/v12y2011i3p541-549.html
   My bibliography  Save this article

Issues in Co-operative Marketing of Tourist Destinations in Bulgaria – a Cluster Approach

Author

Listed:
  • Irina SHTONOVA

    (Sofia University St.Kliment Ohridski, Sofia, Bulgaria)

Abstract

The cluster approach suggests that marketing efforts and operations of individual firms need to be coordinated with their competitors in order to promote and subsequently provide the tourist with a quality tourism product. This paper examines the issues in co-operative marketing of tourist destinations in Bulgaria and draws comparison to international cases. The study is based on a survey with representatives from 16 Bulgarian municipalities. The results show that the overall level of cooperative marketing is rather low and is primarily driven by public sector organizations. Issues such as mistrust, lack of initiative and unwillingness to commit own finances are some of the current obstacles to competitive destination marketing in Bulgaria. The topic is highly relevant since the relationship between the firms, especially relating to marketing, is an increasingly important component of competitive advantage in the tourism destination context.

Suggested Citation

  • Irina SHTONOVA, 2011. "Issues in Co-operative Marketing of Tourist Destinations in Bulgaria – a Cluster Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(3), pages 541-549, July.
    • Handle: RePEc:rom:rmcimn:v:12:y:2011:i:3:p:541-549
    as

    Download full text from publisher

    File URL: https://www.rmci.ase.ro/no12vol3/16.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.

    More about this item

    Keywords

    clusters in tourism; destination management; marketing.;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:12:y:2011:i:3:p:541-549. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marian Nastase (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.