Case study: Exploring the potential for creating place branding for Razgrad district as cultural tourism destination
Gavrailov, Atanas Nikolov
Cardiff Metropolitan University
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The dissertation presents an empirical research on the current position of the District of Razgrad in Bulgaria on the international and domestic travel map. For this purpose, a detailed and comprehensive list of academic resources has been reviewed, providing a strong reference and context to formulate the two major hypotheses. First is to articulate the rich resources for cultural tourism the region has in terms of cultural heritage and archeological sites. Secondly, to prove that despite its invaluable cultural heritage, Razgrad does not leverage it effectively, essentially remaining a travel "Terra Incognita" both internationally and for the Bulgarian travelers. The hypotheses were tested and validated with relevant methodology, based on data collected from online pulse survey, structured leadership interview and semi-structured focus group. The conclusion is that if Razgrad wants to compete successfully in attracting global visitors, it needs to develop long term place marketing and place branding strategy that communicates clearly its differentiation advantage to the target groups and various segments of travelers.
Masters in Business Administration
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