CHARACTERISTIS AND PARTICULARITIES OF THE COMMUNICATION CHANNELS FOR THE NEEDS OF THE RELIGIOUS TOURISM IN SOUTH-WEST BULGARIA

OLGA KOSTADINOVA PhD Student

 

Abstract

Working with the media – press, radio, television, suitable communication channels, when the advertising campaign is large enough to justify the costs, is of particular importance for the tourism companies. The distribution channel for the advertising is the mediator for delivery of the advertising message to the addresses, i.e. to the persons or persons and organizations for which it is intended. The right choice of communication channels and means to transfer the advertising message to a specific target group or audience in both domestic and external markets, presupposes knowledge of the basic features of each media, determining its advantages and disadvantages. Choosing the most appropriate advertising media and tools is performed by comparing the specific characteristics of the different distribution channels of an advertisement and the relevant promotion of the advertising message to the target groups. A SWOT analysis is being provided for the communication channels used by the orthodox monasteries in South-West Bulgaria.

 

Keywords

classification of communication channels, mass and individual impact, sponsorship and internal resources, controllable and uncontrollable media, religious tourism.

 

References

Аврамов, В., Комуникационна политика на фирмата, София, 2008 г.

Aronsson, L. & Tengling, M. (1995). Turism-VarldensStorstaNaring: Turismochreseservice, Malmo: Liber-Hermod.

Димитров, П. (2007). Конюнктура в туристическата индустрия, Благоевград: университетско издателство „Неофит Рилски”.

Доганов, Д. (1994). Маркетинг в туризма, Варна, Издателство „Принцепс”, Варна, 1994 г.

 

Full Text: PDF (Bulgarian)