An application of the theory of planned behavior in tourist consumption of local foods Cover Image

Приложение на теорията на планираното поведение в туристическото потребление на местни храни
An application of the theory of planned behavior in tourist consumption of local foods

Author(s): Neviana Krasteva, Desislava Alexova
Subject(s): Economy, National Economy, Tourism
Published by: Международно висше бизнес училище
Keywords: rural tourism; marketing strategies; sustainable development; theory of planned behavior
Summary/Abstract: Based on the theory of planned behavior and analysis of destinations in Bulgaria like Central and Western Balkan Mountain, Sofia district, Radomir, Smolyan, Ardino etc., this paper has proposed suggestions on designing tourist products in the provinces of Bulgaria in a sustainable manner. The ambition is to encourage rural areas to make full use of local superior resources and promote the prosperity of local rural economy. The research is based on field research of the specific places with the cooperation of local authorities and different organizations. The paper begins with a literature review of the theory of planes behavior concerning the role of tourism in sustainable destination development, considering the specificities of rural tourism, and the contribution of this tourism to sustainable development of rural areas. The literature review is followed by a case study for several regions in Bulgaria. Via qualitative and quantitative approach, the case studies identify the views of diverse stake holders (visitors, public, private agents of supply, residents and consultants). The methodology and observations under the analysis are presented and open for discussion. The paper ends with some prescriptions and offers for marketing strategy creation.