ANALYSIS OF THE STRATEGIC MARKETING APPROACH AT THE POSITIONING OF PLOVDIV AS A TOURIST DESTINATION
Snezhana D. Ivanova, Tanya P. Girginova and Georgi T. Somov
Pages: 10-34 (in bulgarian)
ABSTRACT -The purpose and objectives of our study is to analyze the current state of development of tourist services in the municipality of Plovdiv and analyze strategic marketing approach in positioning tourist destination Plovdiv. Describe the resources to investigate the market position of the tourist destination of Plovdiv, to analyze the conditions requiring the positioning of the modern tourist market to be displayed by collecting and analyzing empirical evidence of positive trends in the positioning of the city as an attractive tourist destination to explore strategic goals to build a favorable position of the tourism product of the city Plovdiv.
Keywords: tourism marketing, tourism market, branding, packaging, positioning, tourism product