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
- EP ID EP32165
- DOI -
- Views 367
- Downloads 0
STATE LEVEL MECHANISMS FOR LEARNING FROM WHISTLEBLOWING CASES AT INSTITUTIONS OF HIGHER EDUCATION IN THE UNITED STATES
State level mechanisms for soliciting, validating, and learning from whistleblower claims of fraud, theft, or misconduct against public colleges and universities are explored in four US states: California, Massachusett...
THE FACETS AND ECONOMIC BENEFITS OF THE INFORMATION COMMUNICATIONS TECHNOLOGY AND INNOVATIONS USED BY COMMERCIAL BANKS IN KENYA
The recent developments in the Information Communication Technology (ICT) have been received with great interest in research and practice by the banking community the world over. There began to appear theoretical argum...
RISK MANAGEMENT AS CHALLENGE TO TODAY’S ENTERPRISES
Risk and its management are becoming increasingly important issues in modern theory and practice of managing organizations. It is propounded that organizations, regardless of the type or size of activity they carry out,...
THE IMPACT OF INCENTIVES ON PRODUCTIVITY OF FIRMS IN GHANA: A CASE STUDY OF GHANA AIRPORT COMPANY LIMITED
The study investigates the impact of incentives on the productivity of frms in Ghana. The study had the following objectives: to establish the relationship between incentives and higher productivity among workers, to f...
THE COLOURS OF BUSINESS MANAGEMENT
Business has many colours and faces. Undoubtedly, we are at an inflection point in discussion on modern business management models ((Kana & Mynarzova, 2014, Kuraś & Kuraś, 2015), but maybe teal paradigm shows the directi...