Abstract
The paper presents the results of a study of the image of Bulgaria as a tourist destination among a group of German students visiting Bulgaria for a first time. Similarly to Ivanov and Illum (2010) the paper adopts the Lederer and Hill (2001) and Silver and Hill (2002) molecular approach to branding and combines it with the John et al (2006) brand concept mapping technique. Respondents prepared individual concept maps of Bulgaria as a tourist destination which were consequently aggregated to derive a group consensus cognitive map. Results show that respondents have very narrow perceptions about Bulgaria as a tourist destination. Managerial implications of the study are also discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
