Promotional strategy for wine tourism development
This paper presents the results from an investigation on the nature of wine tourism, highlighting concrete opportunities for its development and, on that basis, it aims a concept of a promotional strategy to be applied at this purpose. The research is focused in a sample of selected wineries locate...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Research Group on Marketing and Operative Research
2014-12-01
|
| Series: | Responsibility and Sustainability |
| Subjects: | |
| Online Access: | https://responsibility-sustainability.org/index.php/R-S/article/view/44 |
| _version_ | 1828730170331103232 |
|---|---|
| author | Desislava Ivanova Oleg Milev Ivan Georgiev |
| author_facet | Desislava Ivanova Oleg Milev Ivan Georgiev |
| author_sort | Desislava Ivanova |
| collection | DOAJ |
| description |
This paper presents the results from an investigation on the nature of wine tourism, highlighting concrete opportunities for its development and, on that basis, it aims a concept of a promotional strategy to be applied at this purpose. The research is focused in a sample of selected wineries located in the South Central Region of Bulgaria. An analysis of the financial statement ratios, market segmentation and strategic development of the wine tourism product has been conducted, as well as an analysis of the promotional activities by the considered wineries.
As a result, a conceptual model for promotional purposes has been designed and a strategy for the development of wine tourism in Bulgaria has been proposed.
|
| first_indexed | 2024-04-12T17:26:10Z |
| format | Article |
| id | doaj.art-4473518665fc4921a4e9097363fa4c5f |
| institution | Directory Open Access Journal |
| issn | 2340-5813 |
| language | English |
| last_indexed | 2024-04-12T17:26:10Z |
| publishDate | 2014-12-01 |
| publisher | Research Group on Marketing and Operative Research |
| record_format | Article |
| series | Responsibility and Sustainability |
| spelling | doaj.art-4473518665fc4921a4e9097363fa4c5f2022-12-22T03:23:17ZengResearch Group on Marketing and Operative ResearchResponsibility and Sustainability2340-58132014-12-0123Promotional strategy for wine tourism developmentDesislava Ivanova0Oleg Milev 1Ivan Georgiev2Trakia University Stara ZagoraTrakia University Stara ZagoraTrakia University Stara Zagora This paper presents the results from an investigation on the nature of wine tourism, highlighting concrete opportunities for its development and, on that basis, it aims a concept of a promotional strategy to be applied at this purpose. The research is focused in a sample of selected wineries located in the South Central Region of Bulgaria. An analysis of the financial statement ratios, market segmentation and strategic development of the wine tourism product has been conducted, as well as an analysis of the promotional activities by the considered wineries. As a result, a conceptual model for promotional purposes has been designed and a strategy for the development of wine tourism in Bulgaria has been proposed. https://responsibility-sustainability.org/index.php/R-S/article/view/44promotionmarket segmentationwine tourismtourism product |
| spellingShingle | Desislava Ivanova Oleg Milev Ivan Georgiev Promotional strategy for wine tourism development Responsibility and Sustainability promotion market segmentation wine tourism tourism product |
| title | Promotional strategy for wine tourism development |
| title_full | Promotional strategy for wine tourism development |
| title_fullStr | Promotional strategy for wine tourism development |
| title_full_unstemmed | Promotional strategy for wine tourism development |
| title_short | Promotional strategy for wine tourism development |
| title_sort | promotional strategy for wine tourism development |
| topic | promotion market segmentation wine tourism tourism product |
| url | https://responsibility-sustainability.org/index.php/R-S/article/view/44 |
| work_keys_str_mv | AT desislavaivanova promotionalstrategyforwinetourismdevelopment AT olegmilev promotionalstrategyforwinetourismdevelopment AT ivangeorgiev promotionalstrategyforwinetourismdevelopment |