КОНКУРЕНТНИ ПРЕДИМСТВА НА КУРОРТЕН КОМПЛЕКС „ЗЛАТНИ ПЯСЪЦИ“ НА ГЕРМАНСКИЯ ЕМИТИВЕН ПАЗАР

Abstract

Golden Sands resort as a successful tourist destination attracts thousands of tourists each year. Asignificant part of them are tourists from the Federal Republic of Germany. The object of study in the article are the positions of Golden Sands resort in relation to its main competitors - Sunny Beach resort, the seaside resort "Antalya", Turkey and the seaside resort "Sithonia", Greece. The subjects of research are the competitive advantages of Golden Sands resort compared to its main competitors in terms of demand for the tourist product offered by the resort. The purpose of the article is to analyze the market positions of Golden Sands resort compared to leading competitors in the German emissive market for sea vacations and to determine guidelines for improving the market positioning of Golden Sands resort. The research is based on a survey study using the method of an unstructured deep interview.The research uses statistical methods of analysis of one-dimensional and multi-dimensional distributions, according to qualitative and quantitative features, graphic analysis, as well as an unstructured deep interview and rating evaluations. Processing of empirical data has been carried out with the help of the statistical and econometric software MS Excel and PSPP. The research is limited to the summer tourist season of 2019. Representatives of the handling agents of the German tour operators, sending tourists from the emissive territory to the Golden Sands resort, were interviewed, and 53 validly filled out questionnaires were received. The realization of the study is expected to contribute to the improvement of the strategic marketing mix of the Golden Sands resort complex, better positioning and repositioning in order to improve the competitiveness of the resort and increase the profitability.