Work

Marketing Urban Destinations Through Festivals

Year: 2016

Type: article

Abstract: Within the context of enormous competition on the international tourist market, destination branding is getting an increasing importance as a way to attract more tourists and visitors. There is an overall trend away from product features towards lifestyle or value systems which reveals that the consumer of today makes choices based on whether or not a product fits into her or his lifestyle and whether a destination represents a desirable tourist experience. After theoretical literature review on brand identity, the results of a festival visitors’ opinion survey about “Include the city” festival’s contribution to the brand identity of Burgas city are discussed. The survey methodology includes descriptive statistics, Z-score method in order to classify in groups visitor’s opinion as well as content analysis of visitors’ opinion. Three research hypotheses are checked and suggestions about the festival’s marketing contribution in three aspects to the brand identity extension of urban destination Burgas are presented.

Source: Revista de turism - studii și cercetări în turism

Authors: Lina Georgieva ANASTASSOVA, Atanas LUIZOV

Institution: Burgas Free University

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Sustainable cities and communities

Open Access status: hybrid

Funders: Manchester Metropolitan University, Staffordshire University, University of Bolton, Kingston University, University of Manchester, University of Leeds, Deakin University, Curtin University of Technology, Hong Kong Polytechnic University

OpenAlex ID: W2477417091

FWCI: 1.014

Cites:

Cited by: 2

Related to: 10