Research on the key generating markets for destination "Bulgaria"

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Research on the key generating markets for destination «Bulgaria»

Аmong the objectives of the European Union, including Bulgaria and as a member of the community, is the development of tourism as a priority sector of the economy. These objectives require the creation of conditions for tourist services, which meet the interests and enhance the well-being of the local population. Meanwhile, the development of tourism conserves and enhances the natural and socio-cultural resources of the local environment for future generations [1, p. 24].

Tourism development affects all activities related to the provision of facilities for tourists in the destination. This includes activities such as skills development in tourist services, jobs and livelihoods for the formation of the tourist market. The tourism market, was set in a tourist destination promoting the development of tourism and entrepreneurship.

Bulgaria's goal is to become a well known and preferred as a year round destination for Bulgarian and foreign tourists through its rich history, traditions, culture and unique natural heritage. National hospitality brings about positive international image, competitive and high-quality tourism products are key factors for business development, to provide relaxation and realization of a harmonious living environment.

Tourism in Bulgaria is a priority sector. The tourism sector is developed based on successful long-term partnerships at national, regional and local level between all stakeholders - national, regional and local authorities, businesses, NGOs, local communities and foreign partners [2].

The purpose of this article is based on researching the key generating markets for destination «Bulgaria» to outline the characteristics of demand for tourist products.

The results of the international research in 2013 suggest that the demand for international tourism market is directed to destinations in Asia and the Pacific (+6%), Africa (+6%) and Europe (+5%). Top sub-regions are Southeast Asia (+10%), Central and Eastern Europe (+7%), South and Mediterranean Europe (+6%) and North Africa (+6%) [3, p. 2].

The European Tourism Commission aims to promote Europe as a tourist destination for distant markets. The innovative marketing strategy is based on sound research to promote «Destination Europe» to four key markets: USA, Canada, Brazil and China are emerging as major and most promising generating markets.

In a study of the European Commission, published in February 2014 it is stated that «time spent in the sun or on the beach is the main reason for taking a break in 2013» [3]. Sun / beach is the most frequently cited reason for taking holidays in 2013: almost half (46%) of the respondents indicated that response, one third (34%) - visiting family (friends / relatives) and three in ten (30%) - nature. A quarter of respondents (25%) identified culture as one of their main reasons for taking the trip, followed by urban trips (23%). About 14% of the respondents' reason for traveling is a sport or wellness / spa and treatment (13%). A less than one-tenth of the respondents (8%) take a trip for pleasure on the occasion of a particular event, while 13% say that they take a spontaneous decision to rest (6%) [4, p. 6].

Taking account of the developments in travel in 2013 [4, p. 6] provides an opportunity to highlight these trends in major markets receptive to destinations belonging to «Europe», «Bulgaria»:

• The visits of foreign tourists destination «Eu - rope» have increased (+5%), bringing the total number of tourists as high as 563 million in 2013, an increase of 29 million visits more than the previous year. The situation in the sub-regions in Central and Eastern Europe (+7%) and South Mediterranean Europe (+6%) also reported good results, which displays «Europe» among the most visited destinations by foreign tourists.

• In relative terms, the increase in visits is strongest in the destination, «Asia-Pacific» (+6%), where the number of foreign tourists increased by 14 million to reach 248 million. The situation in the sub-region of Southeast Asia (+10%) was the best performance for visitors, while in South Asia (+5%), Oceania and Northeast Asia (+4%), growth was lower than the average for the region and the growth is relatively moderate.

• At the destination, «the Americas» (+4%) saw an increase of 6 million arrivals, reaching 169 million dollars. Leading to the positive trend in 2013 destinations in North and Central America (+4%) and visits to South America (+ 2%) and the Caribbean (+ 1%) increase over the previous year, but with some delay compared to 2012.

• In 2013, the destination, «Africa» (+6%) attracts three million additional visits, reaching 56 million, reflecting continued growth in North Africa (+6%) and sustainable growth in Sub-Saharan destinations (+5%).

• The results in 2013 in the Middle East are more volatile and tend to decline.

As is evident from the trends and the results of these reporting of tourist visits to a destination «Europe», it has emerged as a very promising and approved receptive market. Favorable trend towards increasing tourist arrivals in the region, with a view to regional economic situation is a prerequisite to promote and endorse tourism as a key sector of the economy in each European country.

In the analysis of outbound trips and tourist generating markets also recorded growth in 2013 compared to 2012, which gives grounds to identify the main trends in world tourism generating markets [5, p. 2]:

• Tourism market in China is becoming the largest market for outbound trips in 2012, with expenditures of $ 102 billion. The situation is similar in cost in 2013 in the first quarter is an increase of 28%.

• Russian tourist market in 2013 has emerged as the fifth largest market outbound trips and a growth of 26%.

• Tourist Market France (+6%) recovering from the downturn in 2012, USA, UK, Canada and Australia reported an increase of 3%, in contrast to Germany, Japan and Italy, which reported a decline in the cost of outbound trips. Other emerging markets with a significant increase in costs of outbound trips include Turkey (+24%), Qatar (18%), the Philippines (18%), Kuwait (+15%), Indonesia (+15%), Ukraine (+ 15%) and Brazil (+14%).

Russia and China stand among the top ten tourism generating markets in the world demand.

Bulgaria tourist market is receptive market and identifying key generating markets is necessary to examine the structure of tourists - visiting Bulgaria.

Free movement of EU citizens within the EU is a prerequisite for increasing interest in Bulgaria as a tourist destination. This requires positioning of Bulgaria to be carried out in accordance with laid down in European priorities.

From Table 1, it is clear that the interest of foreign visitors from member states of the European Union increased. The accession of Bulgaria and the possibility of more liberal border crossings within the union undoubtedly have impacted the choice of destination «Bulgaria» by European tourists.

The data in the table show that the number of foreign nationals mostly from countries neighboring Bulgaria, namely Romania and Greece.

Romania is the most important foreign market for generating Bulgaria (933,936 trips in 2009, 597 546 - in 2011, 552 527 - in 2012, 560 986 - 2013), which has emerged as a market leader among the tourist generating markets.

Bulgaria as a tourist destination of interest to foreign citizens of countries outside the European Union and Europe as a whole, namely the priority for Europe markets - U.S., Canada, and in 2013 the interest of Japanese tourists is surprisingly high - more than 12 times longer visits with holiday and recreation purpose than the previous - 2012 Trends in the number of foreign nationals for the purpose of holiday, can be represented schematically (Fig.), which allows to clearly identify priority generating markets - generating sustainable travel to destination «Bulgaria».

Foreign visitors to Bulgaria with holiday and recreation purpose for the period 2008-2013

tourism demand promotion

Foreign visitors to Bulgaria with holiday and recreation purpose for the period 2008-2013

In Pic. clearly stand arrivals from ten major generating markets in the six-year mark certain gains and downs, but overall remain the highest share of total visits to the country with holiday and recreation purpose.

Consequently, the data for the visits of foreign citizens in Bulgaria for holiday, and the published results of research projects conducted at the Ministry of Economy and Energy «Marketing research and evaluate the effectiveness of national market - ing» [6] and «Developing a brand «Bulgaria», product and regional brands and the introduction of integrated brand management» [7] outlines ten generating markets: Romania, Greece, Germany, Russia, Great Britain, Serbia, Turkey, Ukraine, Czech Republic and Sweden.

Within the project «Market research and evaluate the effectiveness of national marketing» [6] is carried out survey of Bulgarian and foreign visitors to the winter and summer tourism in the off-season, as well as specialized types - cultural, cognitive, ecological, rural, spa and wellness vacations. Studied further information assurance sector, regional development and tourism market position as a ten generating markets.

Targeting Bulgaria's outlined ten key generating markets makes it possible to study and analyze the consumer, as the purpose of their trip.

Romania market. The main type of holiday shopping Romania, with the best prospects for Bulgaria's seaside vacation. For smaller target groups seaside vacation can be complemented with suggestions for spa, spa and wellness, as well as day trips oriented cultural tourism and sightseeing. Although Romania this market awareness for holidays with winter sports in Bulgaria is relatively low. Destination «Bulgaria» has a very good and competitive offering holidays with winter sports among Eastern European countries.

Market Greece. Given the direct competition between the two destinations, the best market prospects for destination «Bulgaria» market Greece for holidays with winter sports. Furthermore, tours oriented consideration of cultural and natural attractions, city break in Sofia (sightseeing, shopping, entertainment, visiting casinos) and spa, spa and wellness breaks should also be widely available on the market Greece. There are good market prospects for the rest of the Black Sea at very reasonable prices for the target group of young people (as a cheaper alternative to Holidays in Greece).

Market Germany. Germany is the third most important foreign market for generating destination «Bulgaria». The main reasons for choosing the German citizens is sunny and warm climate, attractive beaches and sea and mostly acceptable prices destination «Bulgaria» offers. German citizens the price plays a very important role in deciding to visit Bulgaria.

Russia market. Russia is the fourth most important foreign market for generating destination «Bul - garia». 80% of the visits of Russian citizens in Bulgaria in order to holiday travel, and three quarters of them - summer vacation. As in the past, is interested in the rest of the Black Sea, but particular interest is observed to holidays by the sea in combination with tours. Therefore, the main motives of Russian citizens are the sea, the beaches, the sun and the warm climate in Bulgaria. Moreover, culture, history, landscape and nature are also essential factors. Destination «Bulgaria» is able to offer a variety of ski holidays and to meet expanding demand for holidays with winter sports.

UK market. Britain is the next most important foreign market for generating destination «Bulgaria». Our country has only a small market share (1%) of the UK market for overseas trips, but in absolute terms, visit us 207 293 tourists in 2013 were seventh in number of visits. Nearly 90% of all visits to British citizens in Bulgaria holiday travel (mainly beach vacations). Holidays at the seaside, with relatively low and affordable prices are the positive aspects of the image that British consumers, tour operators and journalists who write about tourism most often connected destination «Bulgaria». Some tourists associate our country with winter sports and culture.

Ukraine market. Ukraine is still considered one of the medium-sized foreign-generating markets for destination «Bulgaria». Three quarters of all visits to Ukrainian citizens in Bulgaria holiday trips holiday. In proposing this type of holiday our country has a competitive position against the Black Sea countries and has demonstrably better offering than itself Ukraine (Crimea). However, compared with the Mediterranean countries, the supply of the country for a holiday is considered to be less attractive. Destination «Bulgaria» is flawed in terms of offering and image, but it is often less expensive destination, which in turn represents a decisive advantage. The country achieved an average score on the supply of tours for cultural tourism and sightseeing, as regards breaks with winter sports and spa, spa and wellness breaks.

Market Serbia. In offering holiday destination «Bulgaria» is extremely competitive among the Black Sea countries and undoubtedly better offer from Romania. In principle, the same applies to the supply of a winter sports holiday.

Market Turkey. Turkey still belongs to medium-sized foreign - generating markets for destination «Bulgaria». About 60% of all visits to Turkish citizens in Bulgaria holiday travel, but business travel with a share of 30%, are also of importance. Currently, tours are most often take the form of Turkish holiday home in Bulgaria. Given the competitiveness of Bulgaria regarding the different types of holidays (and in view of what Turkey itself may suggest), the best market prospects for Bulgaria Market Turkey monitored for holidays with winter sports, ski holidays and for a smaller target group can also be combined with spa, spa and wellness offerings. In addition towinter sports holidays, tours oriented consideration of natural attractions and also combined with a visit to Sofia and summer holidays in the mountains and trips aimed at entertainment and visits to casinos (mostly at the seaside or in Sofia) additional holiday products with good market prospects. In contrast, seaside look less successful in terms of market Turkey because that country has its own supply is not only attractive, but also profitable.

Czech market. Emphasis on holidays on the Black Sea, but it also has a specific interest in beach holidays in combination with tours, mostly oriented cultural tourism and sightseeing. In contrast, the interest in all other types of breaks is rather low. The main motives of Czech citizens are the sea and the beaches and warm climate, landscape, nature, culture also attract the interest of tourists. Moreover, it is very important factor when choosing Bulgaria, especially for families with children. In offering a winter sports holiday, spa, spa and wellness vacations, summer vacations and holidays in the mountains with hiking, golf tourism or rural tourism and ecotourism, Bulgaria is less competitive.

Market Sweden. Prevailing 90% of visits to Swedish citizens in Bulgaria holiday travel, and 88% of holiday trips are intended holiday. In offering recreation, Bulgaria is very competitive among the Black Sea countries and has demonstrably better offering than as Romania. However, compared with the Mediterranean countries Bulgaria has disadvantages in terms of offering and image, but is cheaper, which is a decisive advantage.

As a result of world-wide, European and national surveys of the main generating markets can be displayed several trends in the tourist behavior of tourists:

• increasing demands of tourists as to the quality, specificity, attractiveness and variety of tourist services as a major factor in tourist behavior;

• orientation of the preferences of tourists for the period 2008 to 2013 of haul (1 to 4 hours travel by plane), but there was a significant increase in interest in travel from distant places;

• targeting the preferences of tourists from one country to destinations and countries to ensure security and peace and on the other - to the specific forms of tourism - spa tourism, SPA, hobby and adventure tourism, eco and rural tourism, sports and medical tourism, adventure and others., which in full force refers to destination «Bulgaria»;

• increase the supply of tourist trips at relatively low prices from tour operators, airlines, etc…. It allows for a better offer in positioning destination «Bulgaria». The advent of new low-cost carriers is a prerequisite for a significant reduction in air fares and demand for travel at the last minute of a close and more distant destinations;

• Increasing travel of the elderly for treatment, prevention, rehabilitation and recovery;

• Increase the proportion of children and youth travel, especially students to participate in cultural and educational tourism, travel for training in other countries, student teams and others.;

• increase the proportion of cruises, especially for affluent tourists;

• a significant expansion of the role of information and communication technologies in hospitality and tour operator in terms of demand, planning and realization of trips.

Examining the key generating markets of Europe and Bulgaria, as a tourist destination, gives rise to the

First, the preparation of national plans and strategies for the development of destination «Bulgaria» should follow the provisions laid down in the European strategy for tourism development principles and guidelines, as Bulgaria is part of the destination «Europe» and the image that it builds corresponds to the image of the destination «Europe».

Second, the construction of strategies for the development of tourist destinations should take into account the demand of the key markets for the destination and on this basis to build and complement the tourist offer.

Third, the study of the key markets to answer the question «What are the competitive tourist products of the destination?», Which in turn can be used in building the image of the destination.

Fourth, trends in tourist behavior require the creation of competitive tourist products that are affordable and at the same time stand for quality and uniqueness of the offering.

References

1. Горчева, Т. Маркетинг в туризма. В. Търново, 2008.

2. The National Strategy for Sustainable Development of Tourism in Bulgaria 2009-2013, http://www.mi.government. bg/en

3. The World Tourism Organization (UNWTO), International tourism exceeds expectations with arrivals up by 52 million in 2013, PR No.: PR14004, Madrid, 20 Jan 14, http://media.unwto.org/press-release/2014-01-20/international-tourism - exceeds-expectations-arrivals-52-million-2013

4. European commission, Preferences of Europeans towards Tourism, February 2014, http://ec.europa.eu/public_opinion/ flash/fl_392_en.pdf, 24.02.2014

5. Risi, M. International tourism exceeds expectations with arrivals up by 52 million in 2013 / /UNWTO World Tourism Barometer and Statistical Annex // vol.12, January 2014, p. 2

6. http://www.mi.government.bg/bg/themes/prouchvaniya-i-analizi-za-turizma-v-balgariya-za-2010-g-652-323.html

http://www.mi.government.bg/bg/themes/prouchvaniya-i-analizi-za-turizma-v-balgariya-za-2013-g-1226-323.html, 24.02.2014Илиева Л.М.

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