CaN a Small wINter reSort be maNaged aNd marketed lIke a large oNe: a CaSe of bulgarIaN SkI reSort baNSko

Journal Title: Problems of Management in the 21st Century - Year 2013, Vol 8, Issue 12

Abstract

Throughout the world today there are about 80 countries which practice various winter sports. Regardless of the wide geographical range demand in terms of existing infrastructure is highly concentrated in a few regions of the world. To be competitive ski resorts have to deliver good experiences and excellent value to tourists. Current community offcials and destination managers of the Bulgarian ski resort of Bansko believe that the main weakness of this ski centre is the extensive waiting at the bottom gondola station and advocates expansion of the ski runs and lift capacity. The aim of the article is to research the strengths and weaknesses of the resort in regional and world context and to prove that further expansion will not forge a strong emotional connection with visitors and thus will not bring success in destination markets. The methodology used in this article follows three steps: 1) Literature review on the nature of the ski market in the world, as well as factors contributing to effective destination management; 2) International, national and regional data analysis of existing secondary data on winter sports market and 3) Qualitative study carried out with a purposive sample of key informants. The SWOT analysis based on the results of the qualitative study show that touristic shareholders in Bansko should apply an appropriate strategy for small winter resorts by offering a unique product that speaks to the world instead of trying to promote universal broad product for the mass market.

Authors and Affiliations

Filip Shabanski

Keywords

Related Articles

DECLARATION OF CORPORATE VALUES by MANAGERS AS A TOOL FOR ORGANISATIONAL PERFORMANCE MANAGEMENT

Care of corporate culture formation is a prerequisite for corporate values promotion. Cultural norms and system of values provide an orientation to company members during managing and reviewing their behaviour and deci...

FUNCTIONAL HEALTH ASSESSMENT AS THE DETERMINANT OF SOCIAL CARE MANAgEMENT

The aim of this study is to assess the functional state of health for elderly residents in Poland. The analysis has been using the data from the survey “Social Diagnosis” carried out in 2013, in Poland. The research co...

The eVoluTIoN aNd The New froNTIerS of SocIal reSpoNSIbIlITy accouNTINg

It is required currently from enterpeneurs to run their business according to the principles of sustainable development. As a result the rapid growth for corporate social responsibility among business owners is commonly...

DEVELOPMENT OF PUBLIC TRANSPORT: FUTURE CHALLENGES OF LIEPAJA` S TRAM (LATVIA)

Transport has always had an important role in the lifestyle of population and development of economy, but the public transport performs mainly the social function – it works for the beneft of the society. Development a...

CONTEMPORARY MUSIC PRODUCT SELLING EXPERIENCE IN LATVIA AND EUROPE

During the age when outcomes of the creative process develop in a great diversity, the issue about product sales and appropriate marketing implementation becomes topical both in clients’ attraction and in the existing...

Download PDF file
  • EP ID EP32165
  • DOI -
  • Views 368
  • Downloads 0

How To Cite

Filip Shabanski (2013). CaN a Small wINter reSort be maNaged aNd marketed lIke a large oNe: a CaSe of bulgarIaN SkI reSort baNSko. Problems of Management in the 21st Century, 8(12), -. https://europub.co.uk/articles/-A-32165