DEVELOPMENT OF THE TOURIST BRAND "STARA ZAGORA, BULGARIA"
DOI:
https://doi.org/10.15547/tjs.2025.s.02.047Keywords:
alternative tourism, brand, tourist destinationAbstract
Stara Zagora, Bulgaria has a rich cultural history, folklore traditions, natural features, industrial heritage and a number of sporting achievements. It is part of the rich history of our country in the formation of the Bulgarian identity.
For decades, the local community has been trying to build and impose a brand on the tourist market that would attract potential tourists. Potential tourists, whose permanent residence and place of work are outside Stara Zagora, outline a different profile of the city as a tourist destination
Methods used: survey, regional analysis and synthesis.
Main results: the study of the attitudes of the local population and potential tourists reveals the intersection between the messages of the local community and the expectations of tourists.
References
Popova, A., Image, Reputation, Brand – In: Postmodernism problems, Vol. V, Issue 1, 21–37, 2015.
Belyaev, V.I., Reputation, Image, Brand: Creation and Use in Practice of Strategic Management of Companies and Territories. Economics. Profession. Business, No.1, 16–27, DOI: 10.14258/epb201953; 2020.
Peshev, N., Differing Reputation from Brand, Image and Identity. Proceedings of the Union of Scientists – Varna. Series: Economic Sciences, Vol. 9, No. 2, 169–175, 2020.
Shishlov, I. Yu., Using the Concepts of Image, Reputation, Brand by Advertising and PR Specialists. Electronic scientific journal “Science. Society. State”, Vol. 5, No. 4 (20) ; http://esj.pnzgu.ru ISSN 2307-9525 (Online), 2017.
Aleksova, D., Dimitrova, T., Marketing and Communication Guidelines for Creating the Image of Chelopech Municipality as a Tourist Destination, MVBU Publishing House, 2021.
Galyatin, M., Image, Brand and Reputation – In: zakon.ru; https://zakon.ru/blog/2011/2/25/imidzh_brend_i_reputaciya, accessed on 12.05.2025
Tourism Act, effective from 26.03.2013, State Gazette No. 30 of 26 March 2013, last amended SG No. 52 of 27 June 2025.
Trendafilov, D., The Trademark as Economic Value and Sign. Positioning as a Tool for Creating Distinction, Studia Semiotica, New Bulgarian University, Sofia, 2009
Popova, D., The Image of Bulgaria and Sustainable Tourism Development. Management and Sustainable Development, No. 1 (32), 51–55, 2012.
Temelkova, S., The Role of Urban Culture in Building a Place Brand – the Case of Plovdiv. Yearbook of the Department of Anthropology, Vol. 4, 2010.
Petkova, D., Stara Zagora – Center of the Universe, BNT 1 News, 04.03.2012; https://bntnews.bg/bg/a/71367-stara_zagora_centyr_na_vselenata , accessed on 12.05.2025.
Panayotova, S., The Man Who Invented the Center of the Universe: Plamen Rusev Convinced the Municipal Council to Approve His Idea – In: Capital, XXVI, Issue “Cities”, April 2018, pp. 38–39; https://www.capital.bg/specialni_izdaniia/kapital_gradove/2018/08/23/3299954_chovekut_koito_izmisli_centura_na_vselenata/ , accessed on 12.05.2025.
Angelov, K., No Lies, No Tricks! Stara Zagora is the Center of the Universe – In: Dnes.bg, 29.03.2018; https://www.dnes.bg/a/64-stranata/372202-nyama-lazha-nyama-izmama-stara-zagora-e-tsentar-na-vselenata , accessed on 12.05.2025.
Stara Zagora – Center of the Universe (Until Proven Otherwise) – In: National Business Post, 26 March 2018; https://www.nbp.bg/nbp/%D1%81%D1%82%D0%B0%D1%80%D0%B0-%D0%B7%D0%B0%D0%B3%D0%BE%D1%80%D0%B0-%D1%86%D0%B5%D0%BD%D1%82%D1%8A%D1%80-%D0%BD%D0%B0-%D0%B2%D1%81%D0%B5%D0%BB%D0%B5%D0%BD%D0%B0%D1%82%D0%B0-%D0%B4%D0%BE-%D0%B4/ , accessed on 12.05.2025.
Rancheva, R., Competition for the Logo “Stara Zagora – Center of the Universe” – In: Dolap.bg, 13.10.2018; https://dolap.bg/2018/10/13/%D1%82%D0%B5%D1%87%D0%B5-%D0%BA%D0%BE%D0%BD%D0%BA%D1%83%D1%80%D1%81%D1%8A%D1%82-%D0%B7%D0%B0-%D0%B7%D0%BD%D0%B0%D0%BA-%D1%81%D1%82%D0%B0%D1%80%D0%B0-%D0%B7%D0%B0%D0%B3%D0%BE%D1%80%D0%B0/ , accessed on 12.05.2025.
Official Website of the Municipality of Stara Zagora, Competition for Project – Concept for the Logo “Center of the Universe”, 30.09.2019; https://www.starazagora.bg/bg/protseduri-po-zop-sled-15-april-2016/konkurs-za-proekt-kontseptsiya-za-znak-tsentar-na-vselenata/, accessed on 12.05.2025.
Rasheva, R., Interview with Minister of Tourism Nikolina Angelkova – Neolithic Dwellings as “SPA from the Neolithic”, National Business Post, 29.04.2018; https://www.nbp.bg/nbp/%D0%BD%D0%B8%D0%BA%D0%BE%D0%BB%D0%B8%D0%BD%D0%B0-%D0%B0%D0%BD%D0%B3%D0%B5%D0%BB%D0%BA%D0%BE%D0%B2%D0%B0-%D0%BC%D0%B8%D0%BD%D0%B8%D1%81%D1%82%D1%8A%D1%80-%D0%BD%D0%B0-%D1%82%D1%83%D1%80%D0%B8%D0%B7/ , accessed on 12.05.2025.
Ivanov, A., Stara Zagora Participated in the Festival “Hello, Cosmos! Bulgaria Calling!” – In: Actualno.com, 04.07.2023; https://www.actualno.com/starazagora/stara-zagora-vze-uchastie-vyv-festivala-alo-kosmos-govori-bylgarija-news_2006253.html; accessed on 12.05.2025;
IN FRAME, Stara Zagora – Center of the Universe; https://www.youtube.com/watch?v=WSvtyfhumog, viewed on 12.05.2025.
GLOBAL CODE OF ETHICS FOR TOURISM, adopted by resolution A/RES/406(XIII) at the thirteenth WTO General Assembly (Santiago, Chile, 27 September-1 October 1999)
Ivanov, I., Minkova, M., The Boruy Monastic Mount Athos (Where and When Prince Boris-Michael Was Baptized), Faber Publishing, 2021.
Matev, I., 130 Years of the Stara Zagora Ayazmo – Sacred Diptych – rebellious spirit – Dolap.bg, 21.02.2025; https://dolap.bg/2025/02/21/130-%D0%B3%D0%BE%D0%B4%D0%B8%D0%BD%D0%B8-%D1%81%D1%82%D0%B0%D1%80%D0%BE%D0%B7%D0%B0%D0%B3%D0%BE%D1%80%D1%81%D0%BA%D0%BE%D1%82%D0%BE-%D0%B0%D1%8F%D0%B7%D0%BC%D0%BE-%D1%81%D1%82%D0%B0%D1%80%D0%BE/, accessed on 12.05.2025
Official Website of the Municipality of Stara Zagora; https://www.starazagora.bg/bg/sabitiya/z-mart-natsionalen-praznik-na-republika-balgariya/, accessed on 12.05.2025
Official Website of the Municipality of Stara Zagora, Weekend Festivals Under the Linden Trees, 05.08.2021; https://www.starazagora.bg/bg/sabitiya/uikend-praznitsi-pod-lipite-s-bogata-programa-i-prez-avgust, accessed on 12.05.2025
Gerenova, M., Stara Zagora on Three Planets and a Serving of Pig Ears –Web Media Group .Web cafe, 16.09.2020; https://webcafe.bg/onya-deto-ne-go-triyat/stara-zagora-na-tri-planeti-i-portsiya-svinski-ushi.html, accessed on 12.05.2025
Gerenova, M., Stara Zagora by Three Seas and a Serving of Pig Ears – Web Media Group .Web cafe, 21.06.2024; https://webcafe.bg/onya-deto-ne-go-triyat/stara-zagora-na-tri-moreta-i-portsiya-svinski-ushi.html, accessed on 12.05.2025
Stoilov, V., A Ton and a Half of Pig Ears Consumed at First Festival in Stara Zagora – 24 Chasa Plovdiv, 17.02.2025; https://www.24plovdiv.bg/ozhivlenie/article/19936570, accessed on 12.05.2025
Stoilov, V., Pig Ears Celebrated in the Center of the Universe – First Festival Held in Stara Zagora – 24 Chasa, 15.02.2025; https://www.24chasa.bg/bulgaria/article/19923711, accessed on 12.05.2025
Tenev, D., Over a Ton and a Half of Pig Ears Consumed in Stara Zagora – Bulgarian National Radio, 17.02.2025; https://bnr.bg/starazagora/post/102116975/nad-ton-i-polovina-svinski-ushi-baha-izadeni-v-stara-zagora, accessed on 12.05.2025
Official Website of the Municipality of Stara Zagora, First Festival of the Local Delicacy – Pig Ears, 23.01.2025; https://www.starazagora.bg/bg/novini/v-stara-zagora-za-parvi-pat-shte-se-provede-praznik-na-starozagorskiya-delikates-svinskite-ushi/, accessed on 12.05.2025
Stoilov, V., Pig Ears – Now Also for Snobs; Celebrating “Stara Zagora Squid” in the Center of the Universe – 168 Chasa, 16.02.2025; https://www.168chasa.bg/article/19931676, accessed on 12.05.2025
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
