Предизвикателства пред развитието на туристически бранд „Балкани“ през призмата на дестинация България
Challenges Facing the Development of the Tourism Brand „Balkans“ through the Prism of Destination Bulgaria

Author(s): Kristina Shopova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: co-branding; tourism destination; Balkan Peninsula
Summary/Abstract: Co-branding is well known not only in marketing but also in tourism practice. This strategy allows several entities to join their efforts to market a common product that will attract a larger number of consumers and provide greater revenues. An established example of using this approach in tourism is the „Scandinavia“ brand. In the last few months, the idea of creating a „Balkans“ tourism brand has gained popularity at the initiative of the Minister of Tourism of Bulgaria. Such a partnership would provide new opportunities for cooperation and strengthening tourism within the peninsula. However, there are also quite a few difficulties that such co-branding faces. The purpose of this paper is to present some of the threats to the development of the Balkans destination. The research object is the tourism brand Balkans, and its subject is the challenges to its establishment from Bulgaria's point of view. The leading thesis states that there are substantial obstacles to the creation and development of the „Balkans“ brand from the point of view of one of its constituent destinations (Bulgaria). The methodology includes general scientific methods such as analysis, synthesis, comparison, analogy, etc. The main conclusion is that all threats to the co-branding of the Balkan countries as a single tourist destination must be carefully analyzed to be taken adequate actions supporting the successful implementation of the initiative.

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