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Joint Via Militaris Tourism Concept and Action Plan

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Joint Via Militaris Tourism Concept and Action Plan “Via Militaris-A Corridor for Sustainable Tourism Development”; Ref. No.CB007.2.12.032. The project is co-funded by EU through the Interreg-IPA CBC Bulgaria–Serbia Programme JOINT VIA MILITARIS TOURISM CONCEPT AND ACTION PLAN Authors: Aleksandar Radivojevic, PhD Marija Bratic, PhD Igor Mladenovic, PhD Stefania Temelkova, PhD Iliana Shtereva-Ivanova This document was produced with the assistance of the European Union through the INTERREG-IPA CBC Bulgaria-Serbia Programme, CCI No 2014TC16I5CB007. The contents of this document are the sole responsibility of Authors and Beneficiaries, Regional Development Agency South Nis and Agency for Economic Development Kostinbrod and can in no way be taken to reflect the views of the European Union or the Managing Authority of the Programme. 1 Contents Introduction ............................................................................................................................... 4 Fundamentals related to the methodology ............................................................................... 6 Specific content aspects of the methodology ........................................................................... 14 Practical and applied aspects of the methodology ................................................................... 16 Main characteristics and indicators for assessment of the selected TRs and sites: ................... 23 Selected TRs and sites – Bulgarian side of Via Militaris: ........................................................... 24 Selected TRs and sites – Serbian side of Via Militaris: .............................................................. 26 Tourist product "Via Militaris " – pilot tourist packages ........................................................... 28 Marketing research ................................................................................................................... 30 Marketing activity planning ...................................................................................................... 32 Defining marketing activities .................................................................................................... 33 Marketing strategy development process ................................................................................ 35 Strategic analysis ...................................................................................................................... 37 Analysis of internal and external environment.......................................................................... 37 Customer Analysis .................................................................................................................... 38 Strategic analysis models ........................................................................................................ 44 SWOT analysis ..................................................................................................................... 44 BCG Matrix ........................................................................................................................... 46 McKinsey / General Electric model ........................................................................................ 47 ADL matrix ........................................................................................................................... 48 Tourist needs and tourist consumption ................................................................................... 49 Characteristics of tourist demand and tourist offer .................................................................. 54 Peculiarities in the functioning of the tourist market ............................................................ 56 Marketing as a market-oriented business concept in tourism ............................................... 58 The application of marketing in tourism economy companies ................................................ 66 Application of marketing at the level of tourist destinations ................................................... 68 Harmonization of marketing activities in tourism ..................................................................... 70 Tourism non-economic functions ............................................................................................. 73 Tourism economic functions..................................................................................................... 77 2 Tourism factors ........................................................................................................................ 82 Tourist factors of demand ........................................................................................................ 83 Tourism subjective factors ........................................................................................................ 87 Tourism offer factors ............................................................................................................... 89 Digital marketing in tourism ................................................................................................... 103 Strategic frame for marketing communication activities........................................................ 122 Defining of the marketing and communication goals ............................................................. 125 Marketing techniques and tactics for goals’ achievements ..................................................... 127 Setting of priorities ................................................................................................................. 130 Formation and choice of priority marketing and communication activities (event marketing, advertisement, public relations, influence marketing, content marketing, online media marketing). Definition of indicators for evaluation of goals achievement. ............................. 132 Action Plan. Development of integrated marketing communication plan, concretization of specific activities in accordance with the marketing communication mix, argumentation. .... 134 Tasks submitted to the goals .............................................................................................. 135 Target Segments & Tourist profile ...................................................................................... 135 Messages ............................................................................................................................ 138 Content – voice and tone of the communication ................................................................. 139 General concept for development of communication activities to popularize Via Militaris travel destination ............................................................................................................................. 141 Activities – AIDA tasks ............................................................................................................ 151 Activities to feed the communication & Activities to fulfill the communication ..................... 153 Via Militaris project and touristic product action plan ............................................................. 154 Marketing communication action plan for 5 years .................................................................. 167 Appendix 1 .............................................................................................................................. 171 Tourist attractions from the Bulgarian side of Via Militaris ..................................................... 171 Appendix 2.............................................................................................................................. 194 Tourist attractions from the Serbian side of Via Militaris ........................................................ 194 3 Introduction The Agency for Regional Development South in partnership with the Agency for Economic Development Kostinbrod is implementing the Project CB007.2.12.032 “Via Militaris – A Corridor for a Sustainable Development of Tourism” co-financed by the EU through the INTERREG-IPA CBC Bulgaria-Serbia Program to develop а strategic frame for the joint Via Militaris Tourism Concept and to define the purpose, integration, and focusing of the communication tactics to achieve high efficiency in increasing the attractiveness (appeal) of the Via Militaris tourist destination. Via Militaris Project is a joint initiative (venture) for a sustainable tourism in the cross-border region Serbia-Bulgaria. Initial analysis of the common tourist potential in the Via Militaris area and of de facto capabilities as well as the direct mutual action of those involved during workshops and actual visits of the sites has been followed by the experimental Living Lab methodology in cooperation with the consumers to create a new concept of tourism and sustainable Via Militaris action plan. The expected result will be creation of new theme branded products (travel packages, tours, and programs), conducting consistent marketing policy and following the marketing plan in order to position firmly and to sell the tourist product on the domestic and foreign tourist markets. The targeted groups and beneficiaries in our project were the providers of tourist services and those working in the travel business as travel agencies and tour operators, tourist transport, accommodation, food, recreation, promotions, organizers of cultural events, etc. regional and national, public and private institutions and organizations responsible for tourism and culture (ministries,
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