the role of public involvement in destination branding
DESCRIPTION
Presentation of scientific research presented at 5 World Conference for Graduate Research - Turkey 2010TRANSCRIPT
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