Marketing Approach for Improvement the Portfolio of the International Folklore Festival “Varna Summer” as a Cultural Tourist Product Cover Image

Маркетингов подход за усъвършенстване на портфолиото на международен фолклорен фестивал „Варненско лято” като културно-туристически продукт
Marketing Approach for Improvement the Portfolio of the International Folklore Festival “Varna Summer” as a Cultural Tourist Product

Author(s): Svetla Rakadzhiyska, Krasimira Yancheva
Subject(s): Economy
Published by: Съюз на учените - Варна
Keywords: cultural tourism; cultural and tourist product; product portfolio; marketing approach; "Varna Summer" International Folklore Festival

Summary/Abstract: The present work reveals opportunities for improving the portfolio of International Folk Festival “Varna Summer” in order to increase the effects of its implementation. The theoretical argumentation of the study uses the marketing theory to form a product portfolio. With the help of a survey and SWOT analysis, the strengths and weaknesses of the festival stand out as a cultural and tourist product. There are actions to be taken in accordance with the marketing approach for the formation of product portfolio.

  • Issue Year: 7/2018
  • Issue No: 1
  • Page Range: 66-77
  • Page Count: 12
  • Language: Bulgarian