Original scientific paper

Evaluation of brand identity of Bulgaria as a tourist destination

Todor Dyankov orcid.org/0000-0001-6634-527X ; University of Economics, Department of Tourism, Varna, Bulgaria
Viliyan Krastev ; University of Economics, Department of Tourism, Varna, Bulgaria
Krassimira Yancheva ; University of Economics, Department of Tourism, Varna, Bulgaria

Abstract

The article reveals in a critical way the current brand identity of tourist destination Bulgaria in terms of its multidimensional aspects. The relevant characteristics of the researched brand identity reflect the compound influence of the destination soft power, destination image and destination brand image. For that reason the paper focuses on the theoretical clarification of the meanings and interrelatedness of the above stated categories in connection with their subsequent empirical evaluations and following issues about the opportunities for enhancement of the brand position of destination Bulgaria on the world tourism market. In order to successfully accomplish this task the authors offer an empirical model through which to express and test their research concept.

Keywords

brand identity; brand image; destination image; soft power; Bulgaria

Hrčak ID:

197380

URI

https://hrcak.srce.hr/197380

Publication date:

30.3.2018.

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