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Marketing Strategies Regarding the Offer of Souvenirs in Tourism

Author

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  • Hristina Filipova

    (University of Economics - Varna)

Abstract

The aim of the following paper is to propose appropriate marketing strategies related to the offer of souvenirs in a specific destination. In order to achieve that a literature review regarding the topic is presented. It includes information related to marketing strategies and description of souvenirs seen as tangible tourist products. Furthermore a field research in the form of direct observation of souvenir offer in several specialized shops in Varna, Bulgaria is conducted. The results of the study have proven that one of the most appropriate marketing strategies that should be used by sellers of such goods should be differentiation. Apart from mass- produced souvenirs vendors should propose artisanal crafts integrating some elements of the local culture. This strategy will allow the sellers of souvenirs to attract more and different customers and in the same time to promote the tourist destination.

Suggested Citation

  • Hristina Filipova, 2018. "Marketing Strategies Regarding the Offer of Souvenirs in Tourism," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 7(3), pages 84-90, December.
    • Handle: RePEc:vra:journl:v:7:y:2018:i:3:p:84-90
    as

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    File URL: http://www.su-varna.org/izdanij/2018/EconomicSciencesSeries_2018_3/84-90.pdf
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    References listed on IDEAS

    as
    1. Swanson, Kristen K. & Timothy, Dallen J., 2012. "Souvenirs: Icons of meaning, commercialization and commoditization," Tourism Management, Elsevier, vol. 33(3), pages 489-499.
    2. Trinh, Thu Thi & Ryan, Chris & Cave, Jenny, 2014. "Souvenir sellers and perceptions of authenticity – The retailers of Hội An, Vietnam," Tourism Management, Elsevier, vol. 45(C), pages 275-283.
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    More about this item

    Keywords

    Souvenirs; Marketing strategies; Souvenir shops; Cultural heritage; Tourist destination;
    All these keywords.

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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