Scholarly record

MARKETING VARNA REGION AS DESTINATION FOR CULTURAL TOURISM

Stoyan Marinov, G. Ilieva

Abstract

The purpose of the report is to present a framework of marketing of Varna District as a tourist destination for cultural tourism. It defines cultural tourism and its diversity due to different motivational purposes. As an indicator of the tourism demand for cultural tourism, the number of museum visits in the destination is used. The dynamics of the volume of museums visits in Varna District was compared to the volumes of the visits in other districts of Bulgaria for the period 2012-2017. The report analyzes the ratio of the number of museum visits to the number of tourists in the destination. This study uses the method of analysis of official statistics and derived relative shares, as well as the method of non-standardized interview with experts on cultural tourism. As a result of the survey, it is concluded that the visits of the museums in Varna District have a rather low relative share in the total volume of museum visits in the country, which did not register a significant increase over the observed period. For the period 2012-2017 ?ne arrival in the accommodation establishments in Varna District accounted for an average of 0.20 visits to museums at an average value of the indicator for Bulgaria 0.75. ? vision, a strategic objectives and approaches for the development of the cultural tourism in Varna District are set out. Primary and emerging target outbound market segments are distinguished for cultural tourism in the destination in question. The content of the components of the marketing mix of Varna District as destination for cultural tourism are systematized.

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