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Challenges Ahead for Bulgarian's Competitiveness As a Mountain

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Challenges Ahead for Bulgarian's Competitiveness As a Mountain M. Stankova, Tourism & Management Studies, 10(Special Issue), 2014, 180-185 Challenges ahead for Bulgarian’s competitiveness as a mountain tourism destination Desafios futuros para a competitividade da Bulgária como destino de turismo de montanha Mariya Stankova South-West University "Neofit Rilski", Faculty of Economics, Department of Tourism, Ivan Mihajlov Street 66, 2700 Blagoevgrad, Bulgaria, [email protected] Abstract Resumo A re-examination of the concept of tourism reveals new dimensions and A reavaliação do conceito de turismo revela novas dimensões e chama draws specialists’ attention to its multi-directional social influences. a atenção de especialistas para as suas influências sociais Tourism is one of the fastest growing industries in the global economy, multidirecionais. O turismo é uma das indústrias de mais rápido fostering economic development worldwide. It is recognised that crescimento na economia global, promovendo o desenvolvimento tourism must be developed and managed in a controlled, integrated económico mundial. Reconhece-se que o turismo deve ser desenvolvido and sustainable manner. With a joint effort, an attempt could be made e gerido de uma maneira integrada e sustentável controlada. Com um to realise objectives like improvement of quality, competiveness and esforço conjunto, poderia ser feita uma tentativa para atingir objetivos sustainability of tourism products offered regardless of the particular como a melhoria da qualidade, da competitividade e da scale – national, regional, or international – by “pursuing” tourists’ sustentabilidade dos produtos turísticos oferecidos, needs. independentemente da escala - nacionais, regionais ou internacionais - However, this paper is focused on the priority given to the tourism de acordo com as necessidades dos turistas. industry in the economic development of the Republic of Bulgaria in bid No entanto, este trabalho está focado na prioridade dada à indústria do to position the country well on the international level of turismo no desenvolvimento económico da República da Bulgária na competitiveness. This necessitates research on the opportunities of tentativa de posicionar bem o país a nível internacional em termos de tourism and the economy of Bulgaria to help attain the competitiveness competitividade. Isto exige pesquisa sobre as oportunidades do within the context of sustainable development. turismo e da economia da Bulgária de modo a conseguir Keywords: Tourism destination, mountain tourism, competitiveness, competitividade no contexto do desenvolvimento sustentável. sustainable development. Palavras-chave: destino de turismo, turismo de montanha, a competitividade, o desenvolvimento sustentável. 1. Introduction 2. Literature review A re-examination of the concept of tourism reveals new A growing body of research is emerging on competitiveness and dimensions and draws specialists’ attention to its multi- analysis of tourist destinations. Approaches to competition and directional social influences. Analysis done by international competitiveness currently are noticeably interdisciplinary, organisations studying the development of the tourism especially in the sphere of tourism. Analysis of publications so industry has put an emphasis on tourism’s indisputable far in this area shows serious researches on separate aspects of contribution to economic growth and employment on both the competition and competitiveness of tourist products (Ribov, regional and international levels. 1996; Ritchie & Crouch, 1993; Stankova, 2011). Some researches measure competitiveness using information about The trends of tourism planning and development resulting the perceptions of tourists and their opinions of experiences in from cooperative work of governments and private different countries. Others, like Dwyer and Kim (2003) use organisations are subject to tourism’s ability to have a positive published information to measure the competitiveness of influence on economic growth, standards of living and, last but tourism destinations. Dwyer & Kim (2003), Mihalic (2000), not least, employment. Within these joint efforts, an attempt is Ritchie and Crouch (1993) discuss competitiveness as a relative made to realise objectives such as improvement of quality, concept and how its values vary independent of the choice of competiveness and sustainability of tourism products year and/or of country. regardless of the particular scale – national, regional, international – by “pursuing” tourists’ needs. It can be concluded that the challenges of measuring competitiveness draws scientists, researchers and specialists in The re-launched EU Sustainable Development Strategy and tourism because competitiveness is seen as a key factor in the Lisbon Strategy success of tourist destinations. At the same time, a certain (http://europa.eu/legislation_summaries/environment/sustai deficit of empirical information about the competitiveness of nable_development/l28117_en.htm) recognise tourism as an tourist destinations in Bulgaria can be identified. In addition, important factor in the improvement of quality of life and while separate research has been focused on destinations for business competitiveness through development of sustainable sea tourism, research in the areas of mountain and ski tourism forms of tourism (cultural, eco, balneotherapy/spa, and so on) are missing in Bulgaria (Stankova, 2011, pp. 65-77). and implementation of activities compatible with the laws of nature. In the Community, strategic directions for cohesion in 3. Methodology tourism are prominent among the measures for economic Identifying the tourism industry as a priority in the economic growth stimulation. In particular, the preservation of historical development of Bulgaria is of great importance in order to and cultural heritage is specified as a tourism development position the country well for international competitiveness potential. These strategic directives emphasise the role of (Statev, 2011). This necessitates research on the opportunities tourism especially in the development of rural regions and the of tourism and the economy of Bulgaria in order to attain need for an integrated approach to quality focused on satisfaction of consumers and based on the economic, social competitiveness within the context of sustainable development. In this regard, the empirical methods used in this and environmental dimensions of sustainable development. study consist of systematic observation, classification and 180 M. Stankova, Tourism & Management Studies, 10(Special Issue), 2014, 180-185 interpretation of data. The interpretation of research is based Upon recognition of international tourism as a leading export on the results achieved through a direct individual survey of sector of Bulgarian economy after 2011, some significant tourists setting off from Bansko (Welcome to All Season Ski changes have been observed in the organisation and Resort Bansko, http://bansko.org/). Tourists who had trouble functioning of tourism, especially of mountain resorts. It should filling in the questionnaire were interviewed. This field work be noted that privatisation in Bulgarian tourism has brought was performed between December 25, 2008 and February 7, qualitative changes in the structure of supply. In 1995 more 2009. To process the data, a descriptive analysis was used than 60% of hotel facilities in the mountains were of a low where the basic parameters of the distribution of answers were category (one and two stars) and only 7% of all the services calculated. The maximum allowed amount of stochastic error at offered were provided by three-, four- and five-star hotels. In a guaranteed confidence probability of 95% did not exceed the first years of the new millennium, new infrastructure ±1.7% for evaluations of a 50% relative share in the total for projects were developed – lifts, tennis courts, roads, and so on. foreign tourists. For the British tourists the maximum allowed Family hotel-keeping has been developed, as well as chalets and amount of stochastic error was ±2.8%, for the Irish ±5.3%, for villa rentals. New hotels, chalets, and new ski slopes have been the Danes ±5.6%, and for the Russians ±5.7%. Also, this constructed. There has been an increase in the number of jobs research used some official results from a series of marketing in mountain resorts thus contributing to employment researches on the Bulgarian position in different generating stimulation. markets and on the attitudes of foreign tourists visiting Modern mountain tourism in Bulgaria has been established in Bulgaria, carried out by the government. 16 recognised mountain resorts, as well as in at least 100 These are perceived as an acceptable empirical methodology to villages and areas having no official resort status. A major part solve problems and create new knowledge that is generally of tourism centres are villages or small towns with a population applicable to the explanation of the current position of of 500 to 10,000 inhabitants, located at an altitude below 1000 Bulgarian mountain tourism. The processing of data and the m. There are 15 out-of-settlement complexes like Pamporovo derived summaries based on this facilitate the process of and Borovets, almost all of them are in the middle of mountains understanding the strategies that should be followed to located at an altitude below 1600. Results from the research improve the competitiveness of mountain tourism in Bulgaria. carried out in the places visited by Bulgarian tourists during winter holiday travel
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