SOFIA UNIVERSITY “ST. KLIMENT OHRIDSKI” FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION 5th  World Conference for Graduat...
Destination branding  <ul><li>Relatively unexplored field in Bulgaria </li></ul><ul><li>Main priority for National Authori...
Destination branding <ul><li>Making a destination system and brand implies the identification of complex set of public and...
The case of sub-region Ludogorie <ul><li>Current situation: main role of a local authorities, NGO’s and external expertise...
Main framework – Responsibilities Attractions management Development of new products Events management Strategy developmen...
The survey <ul><li>The aim of presented paper is to survey the public appraisal and attitude in the case of Ludogorie sub-...
The research object <ul><li>The Municipality of Razgrad, situated on the central part of North-Eastern Bulgaria on the Eas...
Main Tourist Regions in Bulgaria Danube Sofia Stara planina Old Bulgarian capitals Black Sea Thrace Rhodopes Rila-Pirin
Specific objectives <ul><li>To identify and assess the attitudes and appraisals of the local (host) community for tourism ...
Surveyed target group  <ul><li>Residents of main city Razgrad (60%) </li></ul><ul><li>Representatives from expert group (6...
Methodology <ul><li>Inquiry and collection of primary data </li></ul><ul><li>Target group selection: random sampling </li>...
The survey <ul><li>Standard questionnaire, street survey </li></ul><ul><li>Questionnaire: 13 questions, from which 6 open,...
Respondents profile ... gender ... education ... Occupation Base N = 500
Involvement of the target group  in tourism industry (%) 99.6%  0.0%  0.4%  NGOs  99.8%  0.2%  0.0%  Media  84.8%  6.0%  9...
Questionnaire <ul><li>How do you evaluate the current state of tourism in the municipality?  </li></ul><ul><li>What are th...
Major tourist attractions Archeological reserve   Abritus Recreation area Pchelina Mosque Ethnographic museum The clock to...
Major attractions
Unique, attractiveness and identity
Destination brand – does it exist? Yes  6% No  56% I don’t know  38%
<ul><li>Tourist resources, attractiveness – initial motivator factors for the tourists </li></ul><ul><li>Combined with oth...
Destination brand - image <ul><li>NTO at the national level </li></ul><ul><li>Cultural tourism  </li></ul><ul><li>Main foc...
Conclusions <ul><li>Difference between self-appraisal of  host community and national/regional understanding of branding <...
Questions?   <ul><li>Thank you for attention. Assoc. Prof. Sonia Mileva, PhD [email_address] </li></ul>
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The role of public involvement in destination branding

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Presentation of scientific research presented at 5 World Conference for Graduate Research - Turkey 2010

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The role of public involvement in destination branding

  1. 1. SOFIA UNIVERSITY “ST. KLIMENT OHRIDSKI” FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION 5th World Conference for Graduate Research, Cappadocia 25-30 May THE ROLE OF PUBLIC INVOLVEMENT IN DESTINATION BRANDING Assoc. Prof. Sonia Mileva, PhD
  2. 2. Destination branding <ul><li>Relatively unexplored field in Bulgaria </li></ul><ul><li>Main priority for National Authority </li></ul><ul><li>Specific goal – regional destination branding </li></ul><ul><li>Role of the stakeholder involved in the process </li></ul>
  3. 3. Destination branding <ul><li>Making a destination system and brand implies the identification of complex set of public and private actors, their roles and competences. </li></ul><ul><li>Public and private actors have different interests, responsibilities and meet different cost/benefits during the “Use” of a destination. </li></ul>
  4. 4. The case of sub-region Ludogorie <ul><li>Current situation: main role of a local authorities, NGO’s and external expertise </li></ul><ul><li>The underestimated role of general public, their involvement and appraisal as main social stakeholder (host community), responsible for coherent destination image and identity. </li></ul>
  5. 5. Main framework – Responsibilities Attractions management Development of new products Events management Strategy development Coordination and management of a destination Information services Integration of the business and SME’s Promotion of a destination, branding, image ? Local Regional National
  6. 6. The survey <ul><li>The aim of presented paper is to survey the public appraisal and attitude in the case of Ludogorie sub-region, in order to guarantee harmonized local authorities’ effort at municipality level in the field of tourism destination branding. </li></ul>
  7. 7. The research object <ul><li>The Municipality of Razgrad, situated on the central part of North-Eastern Bulgaria on the Eastern part of the hilly Danube valley. </li></ul>
  8. 8. Main Tourist Regions in Bulgaria Danube Sofia Stara planina Old Bulgarian capitals Black Sea Thrace Rhodopes Rila-Pirin
  9. 9. Specific objectives <ul><li>To identify and assess the attitudes and appraisals of the local (host) community for tourism development in the region; </li></ul><ul><li>To investigate and present a image, brand and vision for tourism development in the region; </li></ul><ul><li>To outline the future expectations and plans for tourism development level </li></ul>
  10. 10. Surveyed target group <ul><li>Residents of main city Razgrad (60%) </li></ul><ul><li>Representatives from expert group (6%) </li></ul><ul><li>Employed in the cultural sector (6%) </li></ul><ul><li>Hotel industry (6%) </li></ul><ul><li>Restaurant industry (6%) </li></ul><ul><li>Business (4%) </li></ul><ul><li>Residents of villages with tourist attractions (12%). </li></ul><ul><li>N = 500 respondents </li></ul>
  11. 11. Methodology <ul><li>Inquiry and collection of primary data </li></ul><ul><li>Target group selection: random sampling </li></ul><ul><li>Samples: tier areal sample for all linked with tourism industry and simple random sampling for the rest of respondents. </li></ul>
  12. 12. The survey <ul><li>Standard questionnaire, street survey </li></ul><ul><li>Questionnaire: 13 questions, from which 6 open, 3 mixed, 4 closed </li></ul><ul><li>Scale: 1-5 ball complex ranking scale ranging form most important to irrelevant. </li></ul>
  13. 13. Respondents profile ... gender ... education ... Occupation Base N = 500
  14. 14. Involvement of the target group in tourism industry (%) 99.6% 0.0% 0.4% NGOs 99.8% 0.2% 0.0% Media 84.8% 6.0% 9.2% Private company 96.2% 1.6% 2.2% Own business 92.8% 6.0% 1.2% Municipal institutions No, not at all Yes, Additional Yes – Main activity Target group
  15. 15. Questionnaire <ul><li>How do you evaluate the current state of tourism in the municipality? </li></ul><ul><li>What are the most important, emblematic tourist sights for tourism development in the region? </li></ul><ul><li>What are the key tourism activities characteristic for the region? </li></ul><ul><li>What are the main factors that have a positive impact on tourism development in the municipality? </li></ul><ul><li>What are the main problems for the successful development of tourism in the municipality? </li></ul><ul><li>What action to take your community to solve the above problems and how to attract citizens to participate in solving them? </li></ul><ul><li>Evaluation of marketing and promotional activities. </li></ul><ul><li>Do you think that the region has effective &quot;tourism brand of destination&quot;? </li></ul><ul><li>Specify one (if any) specific, unique features of tourism, which can be used for the formation of identity, or to reflect the image of tourism for the municipality of Razgrad. </li></ul>
  16. 16. Major tourist attractions Archeological reserve Abritus Recreation area Pchelina Mosque Ethnographic museum The clock tower Ethnographic complex Traditions of Kapanci Archeological reserve Abritus Museums, archeology Festival of local handicrafts and yogurt Folklore and traditions Natural resources Recreation area Mosque Uniqueness, attractiveness, identity
  17. 17. Major attractions
  18. 18. Unique, attractiveness and identity
  19. 19. Destination brand – does it exist? Yes 6% No 56% I don’t know 38%
  20. 20. <ul><li>Tourist resources, attractiveness – initial motivator factors for the tourists </li></ul><ul><li>Combined with other tourist services, like accommodation, they are responsible for the tourist experience and satisfaction </li></ul><ul><li>The promotion and advertisement activities aim to attract the tourists to the region </li></ul><ul><li>Accommodation facilities are vita for receiving tourists </li></ul>Accommodation Promotion and advertisement Tourist resources Attractiveness and sightseeing
  21. 21. Destination brand - image <ul><li>NTO at the national level </li></ul><ul><li>Cultural tourism </li></ul><ul><li>Main focus on the old capitals, fortress, heritage sites </li></ul><ul><li>Host community on the regional level </li></ul><ul><li>Local (ethno) traditions </li></ul><ul><li>Cultural tourism </li></ul><ul><li>Folklore, festivals </li></ul><ul><li>Rural tourism </li></ul>
  22. 22. Conclusions <ul><li>Difference between self-appraisal of host community and national/regional understanding of branding </li></ul><ul><li>Importance of collaborative process for branding </li></ul><ul><li>Less challenging, manageable and more likely to be sustainable and responsible when comes from “inside” and involved in the process </li></ul><ul><li>Need to coordinate the destination image from supply side, bottom-up approach </li></ul>
  23. 23. Questions? <ul><li>Thank you for attention. Assoc. Prof. Sonia Mileva, PhD [email_address] </li></ul>
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