Scholarly record

GLOBAL TOURISM AND HOTEL PRICES IN BULGARIA

S. Marinov, G. Ilieva

Abstract

The purpose of this report is to trace the dynamics of room prices in the main hotel types in Bulgaria, which occur as a result of the changing market situation (conjuncture) during the period 2010-2016. The 4 star coastal and mountain recreational hotels are investigated by categories, seasons and weekly periods. The method of average values and price indices is used as well as the method of non-standardized interview with hotel managers. The results of the survey lead to the conclusion that hoteliers in Bulgaria apply flexible pricing in accordance with the trend of tourism demand and in the context of the dynamic market conjuncture. Room rates in coastal recreational hotels are highly differentiated by seasons and catering board. In accordance with the market situation (conjuncture) in mountain hotels of the country differentiated pricing is applied for different periods of winter and summer tourist season. Price levels in Bulgarian hospitality are strongly influenced by seasonality in tourism with tendency of decreasing. Room rates in coastal recreational hotels in the wings of the season mark a strong downward trend and, despite of this, bed occupancy remains low. The high price rate season for coastal recreational hotels has shortened in recent years. For hotels in mountain resorts, the high price rate season is also very short. At coastal recreational hotels September has shifted from high to low price season. Bulgarian hospitality changes its volume and structure in the long run and is subject to conjunctural shakings in the short term. Bulgarian hoteliers should constantly update their knowledge and skills in pricing policy from a marketing perspective in order to achieve a more efficient economic presence on the tourist market.

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