International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Definitions:
Marketing:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
American Marketing Association
Определения:
Маркетинг:
Маргетингът е организационна функция и съвкупност от процеси за
създаване, комуникиране, предоставяне и обмяна на стоки и услиги, които
имат стойност за потребителите, клиентите и обществото като цяло.
(адаптирано определение от Уикипедия на български)
American Marketing Association
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Definitions:
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Пример | Example:
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Definitions (continued):
Definition for Cultural Heritage:
''cultural heritage'' means movable or immovable objects of artistic, architectural, historical,
archaeological, ethnographic, palaeontological and geological importance and includes
information or data relative to cultural heritage… This include archaeological,
palaeontological or geological sites and deposits, landscapes,
groups of buildings, as well as scientific collections, collections of art objects, manuscripts,
books, published material, archives, audio-visual material and reproductions of any of the
2008 Rossitza Ohridska-Olson
preceding, or collections of historical value, as well as intangible cultural assets comprising
arts, traditions, customs and skills employed in the performing arts, in applied arts and in
crafts and other intangible assets which have a historical, artistic or ethnographic value.
[Cultural Heritage Act 2002]
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Definitions (continued):
Дефиниция за Културно Наследство:
'’културно наследство'' означава движими или недвижими предмети с художествена
, архитектурна, историческа, архелогическа, етнографска, палеонтологическа и
геологическа стойност и значение и които включват информация или данни значими
за културното наследство. В това се включват археологически, палеонтоложки, или
геоложки места, залежи, пейзажи, групи от сгради, научни колекции, колекции от
художествени предмети, ръкописи, книги, публикувани материали, аудио-висуални
2008 Rossitza Ohridska-Olson
материали, и пресъздаването на всички гореизброени, или колекции с историческо
значение, както и нематериалните културни ценности, състоящи се от изкувсвто,
традиции, обичаи и таланти използувани в изпълнителските изскувстав, в
приложните изкувства и занаяти и други нематериални ценности, които имат
историческо, художествено и етнографско значение. [Cultural Heritage Act 2002]
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Higher demand in authentic experiences with focus on local live culture and heritage
Visitors are more focused on a county’s essence:
Attractions
authenticity
culture
Ethos
Tourists define as key importance
the country’s physical beauty,
uniqueness,
ability to provide relaxation,
Welcoming people
Source: FutureBrands.com Report on Country Branding, 2008
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Голямо търсене на автетнтични изживявания с фокус върху местнита жива
култура и културно-историческото наследство
Желанията на посетителите са насочени към:
Атракции
Автентичност
Култура
Местен характер
Туристите определят като най-главно
Красотата на страната,
уникалността,
възможността за отдих,
Приветливи хора
Source: FutureBrands.com Report on Country Branding, 2008
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Demand for Cultural Heritage Tourism
U.S. Residents Travel Percentage Total Number
Characteristics - Travel to To all destinations Traveling to traveling to
East Europe overseas Eastern Europe Eastern Europe
All U.S. Residents traveling
overseas 31,228,000 4% 1,249,120
Leisure & VFR 25,888,000 4% 1,035,520
Business & Conv. 8,151,000 4% 326,040
Average Expenditure
outside of the U.S.A
Per Visitor $1,467
Average Annual Household Income
Per household $114,400
Source:
U.S. Department of Commerce
International Trade Administration
Manufacturing and Services
Office of Travel and Tourism Industries
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Нужда от културен туризъм
U.S. Residents Travel Percentage Total Number
Characteristics - Travel to To all destinations Traveling to traveling to
East Europe overseas Eastern Europe Eastern Europe
All U.S. Residents traveling
overseas 31,228,000 4% 1,249,120
Leisure & VFR 25,888,000 4% 1,035,520
Business & Conv. 8,151,000 4% 326,040
Средни разходи извън САЩ
На турист: $1,467
Среден доход на домакинство
$114,400
Данни от:
U.S. Department of Commerce
International Trade Administration
Manufacturing and Services
Office of Travel and Tourism Industries
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Cultural Tourism Demand (continued)
Source:
Survey on the
attitudes of
Europeans towards
tourism
Analytical report
Fieldwork:
February 2009
Publication:
March 2009
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Cultural Tourism Demand (continued) - Possibilities for Bulgaria
Emerging destinations:
28% of the Europeans plan to travel to non-traditional destinations in 2009.
Emerging Destinations and cost:
Travelers who plan to travel outside of the traditional destinations say that cost in itself is
relatively not the most important concern: it is important for only 12% of those who will travel
to emerging destinations (versus 17% who will travel to traditional destinations).
More travelers to emerging destinations vs. to traditional destinations: only 19% who
traveled in 2008 will not travel 2009, compared with 27% of those who preferred
conventional tourist destinations.
Longer travels to emerging destinations: people who will choose an emerging destination
are also planning more substantial holidays: the combined percentage of at least 13 nights
away or a combination of shorter and longer trips amounted to 43% among those looking for
non-conventional destinations compared to 35% in the other group.
Value for the money and lower prices are less important for travelers who will choose an
emerging destination in 2009: 28% of travelers say that those two factors are most important
versus 41% who will travel to traditional destinations.
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Cultural Tourism Demand (continued) - Possibilities for Bulgaria
International Impact: Cultural heritage was also the most important for travelers who planned
to spend their main holiday in 2009 outside of their country: 28% for travelers planning to go
to EU countries and 29% non-EU countries, versus 21% for those who will stay in their home
country.
Travelers to emerging destinations are more interested in local culture, lifestyles and
traditions (33%). When compared with all people who plan to travel in 2009, those who will
choose their own country will pay less attention to local culture, lifestyle and tradition (28),
then those who will travel to emerging destinations: 48%.
More international travel for people who value culture: local culture could attract more of
those who plan international holidays: 41% who plan to travel elsewhere in the EU and 39%
who will travel outside the Union indicated that their expectations would primarily be related
to local traditions, culture and lifestyle, while only 30% of those planning a holiday in their
home country had give importance to those factors.
Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expect
to learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15-
24 year-olds).
Educated travelers: From those with higher level of education, 35% prefer emerging
destination for their 2009 travels, versus 20% for the lowest levels of education.
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Information about Bulgaria in tripadvisor.com
Social Media Network characteristics: 32 million unique visitors per month, 9 million
registered users, 20 million articles and opinions about hotels, destinations and attractions
Tourist attractions by region and Bulgaria
Europe Bulgaria USA Asia South America
2 506 17 5 868 691 209
Cultural tourism attractions by destinations(most popular cultural tourism destinations)
Europe Bulgaria
London - 458 Sofia - 23
Paris - 295 Plovdiv - 7
Rome - 306 Varna - 7
Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli
Conference presentation. Paper in press for II Buditeli Conference Proceedings Book
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Присъствие в tripadvisor.com
Характеристики на портала: 32 милиона посетители на месец, 9 милиона
регистрирани членове, 20 милиона статии и мнения за хотели и дестинации
Дестинации с туристически атракции
Европа България САЩ Азия Южна Америка
2 506 17 5 868 691 209
Най-популярните градове с туристически атракции в областта на културата и историята
Европа България
Лондон - 458 София - 23
Париж - 295 Пловдив - 7
Рим - 306 Варна - 7
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Information about Bulgaria in flickr.com
Social Media Network characteristics: Focus: Photosharing, 28,5 million unique users
per month, 3 billion photos and videos in the database, 60 million geotagged
photos
Geotagged Photos by regions
Europe Bulgaria USA France Italy
8 847 942 70 210 21 964 527 2 375 530 2 302 457
Cultural tourism attractions - tags by country
Tag Total Bulgaria Europe USA Italy France
History + travel 60 865 473 15 675 3 214 5 178 2 723
Culture + travel 67 617 251 9 755 2 170 1 933 3 286
Cultural 3 286 25 248 129 101 89
heritage
Art + travel 162 854 508 30 789 11 900 11 697 10 748
Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli
Conference presentation. Paper in press for II Buditeli Conference Proceedings Book
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Bulgarian Cultural Heritage Group on Flickr.com
1,441 Geotagged Photos by 190 members since August 2008
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Information about Bulgaria on youtube.com
Social Media Network characteristics: Focus: Video sharing
Country Videos Youtube.com Videos viewed per month
USA 11 425 890 000 5 044 053 000 142 million total, 82 million youtube
Germany 3 052 670 000 1 590 301 000 26 million total, 16.6 million youtube
UK 3 229 476 000 1 592 477 000 27 million total, 19.4 million youtube
France 2 334 344 000 650 251 000 25 million total, 12 million youtube
Geotagged videos in combination with cultural tourism tags by region and country
Етикет Europe Bulgaria Italy France Greece
Travel + 10 500 957 6 950 5 100 3 010
Art 17 500 994 17 900 34 600 3 600
Ancient Roman 333 64 532 141 706
Ancient Greek 383 200 259 222 4 600
Byzantine 302 165 122 108 1 180
Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 for
Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book
© 2009 Rossitza Ohridska-Olson

International Marketing of the Bulgarian Cultural Heritage through Tourism:
Global Perspectives of the New Technologies
Further information and contacts:
http://rossitza.com
http://www.culturalrealms.com or http://culturalrealms.typepad.copm
http://slideshare.com/rokambur
E-mail:
rokambur@gmail.com
Skype: rokambur
© 2009 Rossitza Ohridska-Olson