Presentation of scientific research presented at 5 World Conference for Graduate Research - Turkey 2010

1. 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

5. Main framework – Responsibilities Attractions management Development of new products Events management Strategy development Coordination and management of a destination Information services Integration of the business and SME’s Promotion of a destination, branding, image ? Local Regional National

8. Main Tourist Regions in Bulgaria Danube Sofia Stara planina Old Bulgarian capitals Black Sea Thrace Rhodopes Rila-Pirin

13. Respondents profile ... gender ... education ... Occupation Base N = 500

14. Involvement of the target group in tourism industry (%) 99.6% 0.0% 0.4% NGOs 99.8% 0.2% 0.0% Media 84.8% 6.0% 9.2% Private company 96.2% 1.6% 2.2% Own business 92.8% 6.0% 1.2% Municipal institutions No, not at all Yes, Additional Yes – Main activity Target group

16. 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

17. Major attractions

18. Unique, attractiveness and identity

19. Destination brand – does it exist? Yes 6% No 56% I don’t know 38%