Trakia Journal of Sciences, Vol. 13, Suppl. 1, pp 68-75, 2015 Copyright © 2015 Trakia University Available online at: http://www.uni-sz.bg ISSN 1313-7069 (print) doi:10.15547/tjs.2015.s.01.013 ISSN 1313-3551 (online)

THE GOURKOVO CITY BIO-RALLY - BETWEEN TRADITION AND ALTERNATIVE TOURISM

B. Stoykova*

Department of Regional Development, Faculty of Economics, Trakia University, Stara Zagora, Bulgaria

ABSTRACT Event tourism, as an alternative form of tourism, has established itself on the Bulgarian market, because it satisfies specific travel demands. Every year at the beginning of September in the city of Gourkovo, it is held a Bio-rally (donkey cart race), which traditionally attracts many guests and visitors from the country and abroad. The race with donkey carts is a special local event and it has long since become a trademark of the city. The purpose of this study is to trace and study the development of specialized kind of event tourism in the town of Gourkovo, following the example of the Bio-rally with donkey carts. Based on a recently conducted survey, an attempt was made to identify tourist's motivational factors for traveling, as well as their satisfaction with the event. The used scientific methods are analysis and synthesis, induction and deduction.

Key words: bio-rally, alternative tourism, event tourism

I. THEORETICAL BACKGROUND recover from long-term economic stagnation. It The term “event tourism” has become quite can be said that festivals and events are a wider popular in contemporary literature as a spectrum of new “cultural strategies” (2, 3). relatively new type of tourism, which has aroused considerable interest. Here, the A number of researchers view these events as primary goal of the journey is to attend a an important engine of tourism, as well as an specific event. Event tourism offers a unique efficient stimulant for improving the festive atmosphere, great conditions for destination’s public image (2, 4-9). recreation, and unforgettable experiences. The Special local events attract a varied tourist main distinctive feature of event tourism is the flow. Studying the motives for their visit is a multitude of exciting and unique moments. leading element of the studies. Such studies are This is a fast-developing type of tourism with very important, in order to find the precise great potential (1). market niche and, to a great extent, to take In the beginning of the XXI century, a number measures in order to satisfy the visitors’ of leading authors have claimed that festivals demands. and events comprising a one-time performance During the last decades of the XX century within an urban environment or a city several classic studies have been published in performance can bring high economic gains by English-language literature, with regard to improving the reputation of the populated festival motivation related to festivals from areas, their products and institutions. They various parts of the world, covering a wide attract tourist flows, capital and investments. spectrum – starting from the USA, passing For many cities, the key motivation for the through a number of European countries and development of strategy and organizing an reaching countries in the Middle East and Asia. event, which attracts tourists’ interest, is to The key understanding was that marketing ______could be efficient after examining the *Correspondence to: Blaga Stoykova, Department of Regional Development, Faculty of Economics, motivation for travel (10).

Trakia University, Stara Zagora 6000, Bulgaria, e- The first studies revealed factors such as: mail: [email protected] escape from reality; something new and 68 Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015

STOYKOVA B. unknown; excitement and experiences/thrills; socialization; bring the family closer together The village was situated within the foothills of (11). The also analyzed the variants of the Stara Planina, at the beginning of the Lazovski described factors and activities in terms of pass, until 1620, after which it was moved 4 demographic variables (12). The differences in km to the north. Around 1800, the village the motivations of first-time and recurrent moved back to its original position. visitors were examined as well (13). The During the XIX century, the village was intercultural equivalence of the motivation known as Hainkyoi or Haineto (18). scale was studied too (14). Factors attracting visitors were distinguished from the factors During the Russian-Turkish Liberation War that repel them (15). (1877 – 1878), General Gurko and his army passed through the Hainboaz pass, and on July Since the beginning of the XXI century, 2, 1877 he stayed for the night at Haineto (19). learning and the external socialization of the This is probably the reason why in 1906 the group are also taken into account (16). village was renamed to Gurkovo. In 1940, after Researchers are also trying to establish the a publication in the State Gazette, it was differences among local and foreign visitors renamed to General Gurkovo (18). (17). Nowadays, the specifics of the geographic It has been proven that such studies can be location, the terrain features and the social- helpful for finding new markets and attracting economic profile of Gurkovo establish it as an customers. ecological clean area. The natural-geographic The current study attempts to answer the and transport-communication features of the question of to what extent a specific local town’s territory represent a potential for the event, which is unique within the country, development and localization of functions and affects tourism at the populated area. The activities with municipal and international motivation factors for travel are analyzed, as importance. The town of Gurkovo has well as the economic and social benefits from settlement functions typical for most small the organization of the so-called bio- rally municipality centers in the country. The higher (donkey cart race) in the town of Gurkovo. population in the city of Gurkovo, in addition to the development of its servicing functions, The annual donkey cart race is a special local has also stimulated the development of its event that has long become town’s trademark. economic functions. The economic potential of The citizens of Gurkovo recognize the bio- the city of Gurkovo today is lower than its rally as a distinguishing feature of the small position towards the end of the 1980’s. town. They believe that the value of this brand will rise as the years pass and thus work on a During the first decades of the XXI century, a marketing strategy for its proper management. number of small enterprises have distinguished The local community believes that the Bio- themselves within the economy of the city of rally has become popular as a specific local Gurkovo, in the field of industry, construction event. The municipality is even working on a and commerce. The agricultural sector shows project for the construction of a tourist potential, which has not been fully utilized yet. information center with a museum of donkeys, The city of Gurkovo exhibits a high extent of which will further create good conditions for urban development (19). the development of tourism. The municipality of Gurkovo has been II. HISTORICAL DEVELOPMENT OF determined by the Ministry of Regional THE CITY OF GURKOVO. CONDITIONS Development and Urban Planning to be an area AND BASIS FOR THE DEVELOPMENT with the potential for tourism development, OF EVENT TOURISM which should be expanded and utilized. One of The city of Gurkovo is located within Central the main priorities in the municipal plan for the Bulgaria, within the eastern end of the Valley development of the municipality of Gurkovo is of Roses, between the Stara Planina and economic growth and ecological clean Sredna Gora mountains. production. Among the goals cited in relation to this priority point is also the development The settlement’s old name was Kolupchii and of tourism as an alternative form of it originates from the Turkish word economic activity, based on the existing “kolagchiyan,” which was probably used to resources. In order to accomplish this goal, designate an outpost or guard settlement. The the primary measures to be taken include: village was first mentioned under this name the construction of tourist infrastructure; within a Turkish registry in 1450 (10). improving the existing and building new

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STOYKOVA B. technical infrastructure at the places for examination before the start – condition of the tourism and recreation (plumbing and teeth, cardiac activity, hooves. drainage, roads, sewage, communications); The competition passes through five improving tourist services, and marketing the disciplines – best decorated cart, quick municipality of Gurkovo as a good vacation harnessing and unharnessing, racing, “naked” spot (20). riding, and pulling of donkey carts for strength and endurance. In this case “naked” riding Over the course of fulfilling the listed goals, a does not mean riding without clothes, but Tourist Information Center has been built in rather without a saddle. Donkey football is the the town, along with a Museum of Donkeys, most attractive competition with optional after the implementation of a project funded participation. The prizes are specific as well. via the Rural Region Development Programme The winner always receives bio-fuel (wheat or (2007 – 2013) amounting to a total value of alfalfa) and a cubic meter of lumber for the BGN 184431. An exposition of donkey-related construction of a new cart. The other accessories has been displayed at the museum. th contestants receive material awards or Among them are several items from the 19 monetary premiums. century. A photo exhibit including more than 400 photographs tells the story of the Bio- The organizers of the bio-rally have accepted a rally from its first to latest instance. There are primary rule that this competition should have also some donkey carts that had participated in the minimum possible effect on the animals, the race but are no longer fit for usage (21). via a cautious approach. This is important not only for the welfare of the animals, but also for The Gurkovo city Bio-rally has long the local community, which perceives the “bio- established itself as a special local event. It rally” as a local trademark. Furthermore, the owes its decade-long existence to its event’s impact on the local economy should uniqueness, which continues to attract also be taken into account, with regard to the spectators even today. development of tourism. The event has to be managed in a way that preserves ecological The race’s long-standing history has created values, without exploiting the animals and and solidified a sustainable tradition that the using violence on them. local population is proud of. In practice, this event has turned into a primary tourist III. OBSERVATIONS AND ANALYSIS attraction. It brings a large and varied ON THE GURKOVO CITY BIO-RALLY audience, which merges into the general tourist The data for the separate components of the flow of the town and municipality. The citizens present study were received from the primary determine it as a main local cultural event. sources and are based on a survey conducted via a questionnaire addressed to the guests and The idea originated in 1971 within a rented flat participants at “GOURKOVO CITY BIO- in Sofia, where three students from Gurkovo – RALLY - 2012” that took place on September Stoyan Bogdanov, Ivan Runtev and Iliya 1, 2012. Direct interviews were conducted on Todorov promised their fellow students an the day the event was held. The formed sample unforgettable experience in their native town. was the result of stratification based on the Thus they organized the first bio- rally in participants and guests at the Gourkovo city Gurkovo on September 10. Bio-rally, selected at random, which led to the Nowadays, participation in the bio- rally completion of 71 successful interviews. While requires the preparation of a donkey cart, calculating the final results, the surveys which has to be well-decorated, in order to be underwent additional processing in order to attractive. It should be noted that some filter out all inadequate or illogical responses. participants transform their carts into While preparing the questionnaire to gather spaceships, helicopters, ambulances, combines empirical information for the present study, or pirate ships. questionnaires from previously conducted and To qualify for participation in the race, the published studies on similar topics were used donkeys undergo training as well. To this end, as a model (22-25). for several days before the race, the donkeys The questionnaire for the survey consisted of are fed with stronger food – special feed or four parts: alfalfa, but not “ordinary straw.” • The first part examined the demographic Doping is strictly forbidden during the races. profile of the participants, as well as the The usage of hot peppers and horsefly is not respondents’ social and public status. allowed. All donkeys undergo a medical

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STOYKOVA B. • The second part included questions the elementary school level. Undergraduate encompassing the behavioral character of the students were 7%, high school students – 4%, event participants. and elementary school students – 3%. • The third part asked the respondents to point out the motivating factors for their The data from the survey exhibited a journey. substantial diversity with respect to the social • The fourth part was related to the status of visitors. Students, both high school structuring of the economic and intangible and undergraduate comprised 21% of all benefits to the local community. respondents. One fifth (20%) were unemployed. Private businessmen were 17%, Analysis of data from questionnaires. and 11% - municipal or state employees. The Results: same was the proportion of men with From all participants in the survey, 49% were specialization. Retired persons and those men and 46% - women. Four per cent of engaged in sales and marketing business were respondents did not declare any specific 7% each. Six per cent were craftsmen. Only gender. 4% were unskilled labourers. Employed people which did not specify a specific profession The distribution of respondents according to were 13 %. their marital status was as followed: 32% single; 46% - married; 13 % - cohabitation The visitors of the Bio-rally were also without marriage, 8% did not respond to this requested to mentioned their monthly income. question. The results showed a rather broad range as monthly income was concerned from less than According to their age, 10% of the respondents 200 BGN to 2000 BGN. The people earning up were <20 years of age, 31% - between 20 and to 400 BGN per month prevailed with a a very 29 years; 18% - between 30 and 39 years; 21% small difference – 25%, followed by those with - between 40 and 49 years; 13% - between income up to 600 BGN – 17% and 15% with 5059 years and only 4 %  between 60 and income up to 200 BGN. In descending order– 69 years. Age was not specified by 3% of 8%, 7% and 6% - were the shares of spectators people. having declared incomes of up to 800, up to 1400 and up to 2000 BGN. Most numerous were visitors with secondary educational degree – 54%, followed by More than half of respondents have previously respondents with higher education – 27%, visited the Bio-rally – 66%, as compared to while only 7% have stopped their education at first-time visitors – only 23%.

Motivating factors for the Motivating factors for the journey. Novelty and journey. Getting away from stimulation daily routine (restoring life balance) looking for adventure 34% escape from daily 34% routine 28% 32% experience new 25% 25% thrills relieve boredom

satisfying curiosity 13% slow down the 10% tempo of life and reduce stress

satisfy my personal no response needs

Figure 1. Motivating factors for the journey. Figure 2. Motivating factors for the journey. Novelty and stimulation Getting away from daily routine (restoring life balance) According to the results, the lowest influence boredom and meeting one’s personal needs. had motivation factors such as coping with Most of respondents have declared as

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STOYKOVA B. motivation factors for the journey satisfaction everyday rhythm of life, reduction of stress of curiosity, escape from everyday routine, (Figure 1 and Figure 2). experiencing new emotions, slowing down the Money spent for the journey Money was spent on:

25% travel expenses 24% 58%

15% 15% 56% food

6% hotel 4% 4% 4% 0% 0% 1% souvenirs 10%

3% visiting museums 0% and other sights

Figure 3. Spent money Figure 4. Types of expenses

The highest share of visitors have spent less declared income about or under the average for than BGN 10 during the journey (25%), the country. followed by those having spent between BGN 10 and 20 (24%). Fifteen per cent of spectators The distribution of the amount of money spent have spent between BGN 20 and 30; the same comprised: travel expenses (58%), food was the proportion of people who spent expenses (56%) and purchase of souvenirs between BGN 70 and 80. Only 1% of (10%). Of all visitors, 3% have spent some respondents spent more than BGN 100 (Figure money for museums and other show places. 3). An interesting relationship was found None of respondents had accommodation between the small amount of money spent expenses (Figure 4). during the event by most visitors having

What is the economic What is the predominant benefit of the event? social benefit of the event? provides more 73% 68% options for The Bio-race is a recreation and the local pride. It's the town is advertised town's trademark as a tourist destination Helps the generates more development of the income for the local town's cultural life economy

Improves the local community's public 17% image before others 14% helps maintain local infrastructure and 18% facilities 8% No response 1%

Figure 5. Economic benefit Figure 6. Social benefit

When asked about the economic benefit from event offers more options for recreation and the event, 68% expressed the opinion that the advertized the town as a tour destination. 72 Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015

STOYKOVA B. Eighteen per cent suggested that this generated rally in the town of Gurkovo combines the more income for the local economy. Fourteen development of alternative forms of tourism per cent believed that the conducting of the and the preservation of the local tradition, Bio-rally supported the maintenance of the which is, to an extent, a guarantee for success. local infrastructure and facilities (the event is traditionally held in a stadium) (Figure 5). CONCLUSIONS AND RECOMMENDATIONS Regarding the intangible benefits from the The uniqueness and natural specificity of the event, the greatest share was made up by Gourkovo city Bio-rally is a good precondition people who said that the bio- rally was a local for the development of alternative forms of pride, a trademark of the town (73%). tourism in the town. The local populace plays a Seventeen per cent accepted the event as a part significant role in this process, by of the local cultural calendar and believed that demonstrating their pride with the trademark it supported the development of the town’s and declaring their decisiveness to preserve it cultural life. Eight per cent declared that this for posterity. event improved the public image of the local community (Figure 6). At the same time, this special local event should be viewed as a source of and How do you evaluate the precondition for economic and social development because an increasing number of event's organisation and tourists wish to experience new thrills, and your satisfaction with it? escape from the boredom of daily routine. 86% The Bio-race creates The specifics of the Bio-rally is related to the an authentic and participation of animals and the competition unique atmosphere among them for the entertainment of the attendees. And here we cannot avoid the issue There is some of the extent, to which human recreational commercialism, aimed that visitors' activities affect animals and the potential ill 8% expectations consequences for their health, physiological No response and behavioral reactions. The event organizers 6% face the challenging task of reducing the animals’ physiological stress to a minimum by taking action to mitigate it, as well as Figure 7. Satisfaction of the event implement strict rules for the participants in the different contests. Examining the visitors’ satisfaction produced results, which indicated that 86% of the Something we observed over the course of the attendees have declared that the Bio-rally study was that access was still difficult and created an authentic and unique atmosphere. there was no adequate infrastructure for the The observed high values of the empirical data, event attendees – such as proper parking spots. which confirmed its authenticity, led to the The attendance of the Bio-rally was directly conclusion that the organizers are well- dependant on previous participations, as well acquainted with the specifics of this local event as on the recommendations of friends and and aim to preserve its unique character. At the relatives, which affect the formation of same time, it should be noted that, regardless preferences. of the low percentage (merely 8%), some of the interviewed attendees have felt For the future, we could recommend that the commercialization aimed at meeting the organizers advertise the event more visitors’ expectations (Figure 7). intensively, along with active participation at tour expos, in order to popularize it further. Special local events gain an identity of their own not only via their wide far-reaching As a whole, there is no clear strategy and presentation, with the special role of the policy for the management and unification of cultural-historical context – the town’s the various forms of alternative tourism within tradition. At the same time, with their the territory of Gurkovo. The visitors usually popularization, the town receives a specific came for a one-day stay and did not fully kind of legitimacy on the global tourist map. utilize all tourist attractions that the town and The mutual dependence between tourism and the surrounding populated areas can offer. organizing special local events for the purpose Therefore, some thought can be put into of attracting visitors, is an important factor for producing a well-balanced and cohesive tourist the success of a tourist destination. The Bio- package, which the city of Gurkovo can offer to its visitors. The organizers of the Bio-rally Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015 73

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