Airlines as Tourist Destination Promoters

Proceedings of International Scientific Conference Marketing – Experience and Perspectives held at the University of Economics-Varna, 29-30 June 2017

9 Pages Posted: 18 Jul 2017

See all articles by Maya G. Ivanova

Maya G. Ivanova

Zangador Ltd.; Varna University of Management (VUM)

Date Written: June 29, 2017

Abstract

Airlines strongly contribute to a tourist destination development by including it in their route portfolio, thus making the destination more visible and accessible. In this regard, airlines may also collaborate with the local destination management organization and be involved in the destination promotion. They can also organize marketing campaigns of certain destinations, presenting them as new routes in their maps. Current paper elaborates on the airlines’ role in the destination promotion and illustrates it through a case study of the Bulgarian Black Sea Coast destination and the four low-cost carriers that recently started operation to Varna and/or Bourgas. Specific insights of the case are discussed, complemented by managerial implications and certain recommendations.

Keywords: Airlines, Air Transport, Destination, Tourism, Bulgaria, Black Sea Coast, Low-Cost Carriers/LCCs

JEL Classification: M31, O18, R40

Suggested Citation

Ivanova, Maya G., Airlines as Tourist Destination Promoters (June 29, 2017). Proceedings of International Scientific Conference Marketing – Experience and Perspectives held at the University of Economics-Varna, 29-30 June 2017, Available at SSRN: https://ssrn.com/abstract=3000910 or http://dx.doi.org/10.2139/ssrn.3000910

Maya G. Ivanova (Contact Author)

Zangador Ltd. ( email )

Varna, 9010
Bulgaria

Varna University of Management (VUM) ( email )

13A Oborishte Street
Varna, 9000
Bulgaria

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