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Please use this identifier to cite or link to this item: http://research.bfu.bg:8080/jspui/handle/123456789/356

Заглавие: Брандинг на град чрез фестивални събития и изследване на нагласите към фестивала „Включи града” в Бургас – методически и приложни аспекти
Други Заглавия: City branding trhough festivals and a survey of attitudes toward the festival “Include the city” in Burgas – methological and applied aspects
Автори: Anastassova, Lina
Luizov, Atanas
Ключови Думи: branding
brand identity
city destination
festival tourism
Issue Date: 2012
Издател: Бургаски свободен университет, 8000 Бургас, бул. "Сан Стефано" №62
Серия/Отчет но.: TOM XXVII;str-8
Резюме: The article discusses the problem for city destination branding and for this reason the first article part discusses the different views about brand identity and how the local population’s opinion and attitude fits to the branding concept. The analytical part of the paper is based on primary data from a survey with the local people and visitors’ sample about the awareness and advertising campaign for the Burgas festival “Include the city” and the festival’s contribution to the brand image of Burgas as festival destination. The last part of the paper contains methodological directions for such kind of surveys and suggestions about necessary organizational steps and marketing activities in the process of city brand building and strengthening.
Описание: Годишник на БСУ 2012 том XXVII
URI: http://research.bfu.bg:8080/jspui/handle/123456789/356
ISSN: 1311-221-X
Appears in Collections:2012

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