METHODOLOGY FOR RESEARCHING THE MARKETING ACTIVITY OF A HEALTH TOURISM DESTINATION OF MUNICIPAL LEVEL
Abstract
The purpose of the article in the development of a methodology for researching the marketing activity of a health tourism destination at the municipal level. Tourism has not only a socio-economic but also a political contribution to the development of the country. A kind of "local export", it helps to bring the Bulgarian economy to European standards, to be included in the process of global economic integration. Given that the international tourism market is becoming a "buyer's market" and intensified global competition is redistributing the market shares of tourist destinations, the problems of their competitiveness are becoming extremely relevant. Municipalities in Bulgaria, in their role as main territorial administrative structures, must play a decisive leadership role in the process of developing and implementing programs for the development of sustainable tourism and increasing the competitiveness of the tourist destinations they represent. Updated the definitions of the concepts "tourist destination", "health tourism", "marketing process" their content is interpreted in the context of their modern use. A methodology has been developed for researching the marketing activity of a municipal destination for health tourism.
References
Belan, O. Development of a seaside resort town based on the use of a marketing approach. Governments and regions. Economy and Entrepreneurship Series, No. 115, 2020, pp. 10–15.
Belan, O. SWOT analysis of Varna as a destination for health tourism. Collection of reports "New business models in tourism". Sofia: Avangard – Prima, 2019, pp. 52–62.
Belan, O. Marketing destinations as a modern approach to managing a tourist region. Collection of reports "Economics and management in the XXI century: challenges and development prospects". Uman: Pavla Tychyny Uman State Pedagogical University, 2019, pp. 234–238.
Belan O. Marketing approach in resort town management. Academic journal "Management and education. Management, Marketing, Tourism". Burgas: University "Prof. Dr. Asen Zlatarov", 2019, p. 73.
Belan, O. Marketing approach to managing a resort town as a tourist destination. Innovations in tourism. V. Tarnovo: St. St. Cyril and Methodius, 2018, pp. 93 – 109.
Gilbert, A. Marketing research. South Western Educational Publishing; 10th ed. edition, 2009. 604 p.
Marinov, S. Marketing management of the competitiveness of a tourist destination. Varna, 2006.
Neshkov, M., S. Marinov, Competitiveness of the tourist destination. Varna, 2013.
Rakadzhiyska S., Marinov S. Marketing in tourism. Varna, 2004.
Serdyuk, A. School of municipal marketing and promotion of the city. Kharkiv, 2003, p. 77.
Tsvetkova, S. Modern methods and techniques in marketing, qualitative change in the management system of non-manufacturing companies. Scientific conference "Trends in the development of global tourism". Sofia: UNSS, 2014, pp. 104 – 108.
But, T., Pulina, T. and Zaytseva, V. 2020. Justification of Ukraine’s tourist services development strategy. Management and Entrepreneurship: Trends of Development, 1(11): рр. 23–40.
Dickson, P. Marketing Management. The Dryden Press, 1994, p. 23.
Goldner, C., J. Ritchie, R. Macintosh. Tourism: Principles, Practices, and Philosophies (8th ed.) Translated by RC Costa. Porto Alegre: Bookman, 2002.
Kotler, Ph. et al. Marketing for hospitality and tourism. Prentice Hall, 2006, p. 27.
Mill, R., C., A. Morrison. The Tourism System: An Introductory Text. Second Edition. – NJ1992.
Ritchie, JRB, GI Crouch. The Competitive Destination: A sustainable tourism perspective. CAB International 2003.
