Opportunities for improving congress tourismʼs competitiveness

Abstract

Goal and objectives of the dissertationGoalThe main goal of the dissertation is to elaborate models for analysis and appraisal of congress tourism competitiveness on micro (hotel or congress centre) and macro (congress destination) level and to formulate proposals for its improvement.Objectives1. Presenting a theoretical concept on congress tourism and its competitiveness2. Designing and implementing a model for analysis and appraisal of congress destination competitiveness3. Designing and implementing a model for analysis and appraisal of congress hotel / congress centre competitiveness4. Outlining the opportunities for improvement of the competitiveness of congress tourism on micro and macro levelMethodologyThe research is based on qualitative and quantitative approach. Primary data is obtained through observation, semi-structured interviews with hotel and congress centre managers, as well as representatives of various tourism organisations and associations, site visits and venues inspections. The author's professional expertise in the area enables the collection of significant up-to-date information concerning the congress industry in Bulgaria. Secondary data is obtained through statistics and other informational bulletins, revue of relevant papers, articles and web sites.The congress tourism product is divided in different elements. Every element and stage of its production is researched.The conclusion presents theoretical and practical implications which are revealed by a number of cross - case studies. Methods of deduction and comparative analysis are being used to formulate models of appraisal of congress tourism competitiveness.The main impediment for the research is the lack of reliable statistic data regarding the congress tourism sector in Bulgaria.ResultsThe dissertation proposes models for analysis and appraisal of congress tourism competitiveness on both - mirco (hotel/congress centre) and macro (congress destination) levels based on comparative approach.The congress facilities including hotels, purpose-built centers, academic and other public venues which exist in Bulgaria are thoroughly researched and catalogued.A comparative analysis of the eight major tourist regions in Bulgaria has been made. The regions are ranged according to their potential for development of congress tourism, while their competitive advantages and disadvantages have been pinpointed.Based on the proposed model, an analysis of national competitiveness of Bulgaria as a congress destination has been made.Opportunities for improvement of national, regional and company competitiveness concerning the congress tourism have been outlined.Theoretical conclusionsThe dissertation comprises a large volume of literature in the area of congress, conference and business tourism, MICE industry and event management, destination and firm competitiveness. Based on deductive approach the author formulates concepts such as "congress destination" and "congress tourism competitiveness". The theoretical models for analysis and appraisal of congress competitiveness are based on existing models for analysis and appraisal of country, destination and firm competitiveness.The research confirms that Bulgaria has a high potential to be successfully positioned as a congress destination. The main competitive advantages are the substantial and wellequipped facilities (hotel and congress centres), availability of bilingual and welltrained human capital, high level of technical provisions, abundance of natural and cultural resources. The country is still behind its main competitors regarding the number of specially-designed congress and conference centres, infrastructure (transportation, social, security provision) and scarcity of government support for the sector. The formation of a national congress association involved in creating a destination marketing policy is a must. …