the role of public involvement in destination branding

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

SOFIA UNIVERSITY “ST. KLIMENT OHRIDSKI”SOFIA UNIVERSITY “ST. KLIMENT OHRIDSKI”

FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION

5th World Conference for Graduate Research, Cappadocia 25-30 May

THE ROLE OF PUBLIC INVOLVEMENT IN

DESTINATION BRANDING

Assoc. Prof. Sonia Mileva, PhD

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Destination branding

Relatively unexplored field in Bulgaria Main priority for National Authority Specific goal – regional destination branding Role of the stakeholder involved in the

process

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Destination branding

Making a destination system and brand implies the identification of complex set of public and private actors, their roles and competences.

Public and private actors have different interests, responsibilities and meet different cost/benefits during the “Use” of a destination.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

The case of sub-region Ludogorie

Current situation: main role of a local authorities, NGO’s and external expertise

The underestimated role of general public, their involvement and appraisal as main social stakeholder (host community), responsible for coherent destination image and identity.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Main framework – Responsibilities

National Regional Local

Promotion of a destination, branding, image ?

Integration of the business and SME’s

Information services

Coordination and management of a destination

Development of new products

Events management

Attractions management

Strategy development

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

The survey

The aim of presented paper is to survey the public appraisal and attitude in the case of Ludogorie sub-region, in order to guarantee harmonized local authorities’ effort at municipality level in the field of tourism destination branding.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

The research object

The Municipality of Razgrad, situated on the central part of North-Eastern Bulgaria on the Eastern part of the hilly Danube valley.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Main Tourist Regions in Bulgaria

Danube

SofiaStara planina

Old Bulgarian capitals

Black Sea

Thrace

Rhodopes

Rila-Pirin

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Specific objectives

To identify and assess the attitudes and appraisals of the local (host) community for tourism development in the region;

To investigate and present a image, brand and vision for tourism development in the region;

To outline the future expectations and plans for tourism development level

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Surveyed target group

Residents of main city Razgrad (60%) Representatives from expert group (6%) Employed in the cultural sector (6%) Hotel industry (6%) Restaurant industry (6%) Business (4%) Residents of villages with tourist attractions (12%). N = 500 respondents

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Methodology

Inquiry and collection of primary data Target group selection: random sampling Samples: tier areal sample for all linked with

tourism industry and simple random sampling for the rest of respondents.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

The survey

Standard questionnaire, street survey Questionnaire: 13 questions, from which 6

open, 3 mixed, 4 closed Scale: 1-5 ball complex ranking scale

ranging form most important to irrelevant.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Respondents profile

0 10 20 30 40 50 60

Female Male

15,20%

31,80%

29,40%

23,60%

Master degree

Bachelor degree

Secondary School

Primary

59,60%

5%

13,80%

21,60%

Retired

Unemployed

Student

Employed

......gendergender

......educationeducation

......OccupationOccupation

Base N = 500Base N = 500

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Involvement of the target group in tourism industry (%)

Target group Yes – Main activity

Yes, Additional

No, not at all

Municipalinstitutions

1.2% 6.0% 92.8%

Own business 2.2% 1.6% 96.2%

Private company 9.2% 6.0% 84.8%

Media 0.0% 0.2% 99.8%

NGOs 0.4% 0.0% 99.6%

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Questionnaire

How do you evaluate the current state of tourism in the municipality? What are the most important, emblematic tourist sights for tourism

development in the region? What are the key tourism activities characteristic for the region? What are the main factors that have a positive impact on tourism development in

the municipality? What are the main problems for the successful development of tourism in the

municipality? What action to take your community to solve the above problems and how to

attract citizens to participate in solving them? Evaluation of marketing and promotional activities. Do you think that the region has effective "tourism brand of destination"? Specify one (if any) specific, unique features of tourism, which can be used

for the formation of identity, or to reflect the image of tourism for the municipality of Razgrad.

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Major tourist attractions

Archeological reserve Abritus

Recreation area Pchelina

Mosque

Ethnographic museum

The clock tower

Ethnographic complex

Traditions of Kapanci

Archeological reserve Abritus

Museums, archeology

Festival of local handicrafts and yogurt

Folklore and traditions

Natural resources

Recreation area

Mosque

Uniqueness, attractiveness, identity

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Major attractions

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Unique, attractiveness and identity

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Destination brand – does it exist?

Yes 6%

No 56%

I don’t know 38%

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Accommodation

Promotion and advertisementTourist resources

Attractiveness and sightseeing

Tourist resources, attractiveness – initial motivator factors for the tourists

Combined with other tourist services, like accommodation, they are responsible for the tourist experience and satisfaction

The promotion and advertisement activities aim to attract the tourists to the region

Accommodation facilities are vita for receiving tourists

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Destination brand - image

NTO at the national NTO at the national levellevel

Cultural tourism Main focus on the old

capitals, fortress, heritage sites

Host community on Host community on the regional levelthe regional level

Local (ethno) traditions

Cultural tourism Folklore, festivals Rural tourism

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Conclusions

Difference between self-appraisal of host community and national/regional understanding of branding

Importance of collaborative process for branding Less challenging, manageable and more likely to be

sustainable and responsible when comes from “inside” and involved in the process

Need to coordinate the destination image from supply side, bottom-up approach

5th World Conference for Graduate Research, 25-30 May Cappadocia, Turkey

Questions?

Thank you for attention.

Assoc. Prof. Sonia Mileva, PhD

smileva@feb.uni-sofia.bg