National Identity and Tourism Policy
National Identity and Tourism Policy

Author(s): Mariana Ianeva, Ralitsa Georgieva
Subject(s): Economy, Tourism
Published by: Институт за икономически изследвания при Българска академия на науките
Summary/Abstract: The object of study is the tourism destination Bulgaria, in the context of the nine tourism regions. The subject of study is the tourism policy, linked to the vision, mission, slogans and communication messages for Brand Bulgaria. The aim is to prove that in order for the tourism policy to be effective, it is necessary to emphasize not only the mission and vision for Brand Bulgaria, but to focus on the communication policy, part of the marketing mix, and more specifically, finding and implementing appropriate messages to form Brand Bulgaria, in the context of hospitality in four seasons, with an emphasis on the product offering and specificity of the nine tourism regions and the leading locations in them. The thesis developed in this presentation states that Brand Bulgaria, through hospitality in four seasons and prioritizing health, MICE, entertainment and cultural tourism, can be realized by creating and communicating the right messages focused on the specific resources of the country and individual destinations, national distinctive features, as well as product characteristics. Without creating and communicating the right messages for individual locations in the context of the nine tourism regions, tied to a common identity for the Bulgaria brand, it is not possible to reposition and rebrand the country towards a four-season attractive tourist destination for health, MICE, entertainment and cultural tourism.

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