59-76

Research papers

• Hristov, Deyan
• Petrova, Petia

This paper investigates the current degree of collaboration and partnerships inmarketing and promotion bounded by municipal bodies and other publicorganisations, involved in urban heritage tourism. As the majority of publishedresearch projects accentuate on private and mixed stakeholder alliances, thisstudy is important in order to uncover the scope of collaborative activity amongpublic sector organisations. The research approach adopted in this projectincludes the application of a case study in the heritage town of Plovdiv, Bulgaria.The findings provide evidence that public organisations need to realise thebenefits of mutual marketing and promotion activities created in a local, regionaland Internet-based context. The roles of the local airport, urban events, as well asthe Internet should be recognised and used as a catalyst of tourism demand.

• Other social sciences
• Economics and Business

• Τουρισμός
• Urban economics
• Business management

destination marketing, public sector, post-communist, cooperation, heritage, Plovdiv

Περιέχει σχήματα, πίνακες και βιβλιογραφία, Ειδικό αφιέρωμα: Tourism destination marketing & management

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