What is the market potential to develop Rural Tourism in small farm located in Bulgarian village?
Cardiff Metropolitan University
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This paper describes the results from research about the market potential to develop Rural Tourism in small farm located in Bulgarian village. The rational to do the research is the developing market of the rural tourism all over the Europe and on the Balkan Peninsula as well. This market is in emerging state in Bulgaria and this research aims to find some of the most important market determinants. Two research methods are used, a secondary research based on literature review of academic sources and secondary data and a primary research in the form of survey to collect primary data. For both researches, the quantitative data analysis and statistical software were used. The most important definitions for the Rural Tourism are reviewed in the literature review. As an essence, the Rural Tourism is defined in the literature as special interest tourism and niche market that takes place in the countryside in opposite to the urban tourism. Sources about the Bulgarian Rural Tourism market and segmentation are also reviewed. Two main research paradigms have been considered for this dissertation, Positivism and Interpretivism, and the Positivism was selected. The Survey was selected as methodology as more aligned with the research objectives. Three hypothesis were defined, two of them were confirmed and one of them was not confirmed. We made also additional finding about the Rural Tourism Market, like that the Bulgarian customers prefer for their countryside holiday two of the geographic areas in Bulgaria, The Rila-Rhodope and the Balkan Mountains areas. In our conclusions we reviewed or findings from the survey primary data in the light of facts from the literature review and the findings from the secondary data. An interesting conclusion was made about the hypothesis that we not confirmed. Based on our findings and conclusions, we have recommendations about the new establishments in Rural Tourism and the development of this market in Bulgaria.
Masters in Business Administration
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