THE MARKETING APPROACH IN HUMAN RESOURCES TRAINING – A FACTOR FOR THE BALNEOLOGICAL TOURISM AND THE LEISURE INDUSTRY LABOR MARKET DEVELOPMENT

JORDAN P. JORDANOV

 

Abstract

Current article is devoted to the problem, connected with training and qualification of human resources in balneological and rehabilitation tourism and in Leisure Industry, which are the most perspective sectors in Bulgarian touristic industry. Emphasis is on the elements of marketing situational analysis on the condition of health resort activity and balneology as a part of medicine and newly come into market Leisure Industry, as a part of the system of services, some of which are in the assort mental list of tourism.
Through analyzing factors and market tendencies in development of those two spheres were identified analogical or same problems, connected with difficulties in well qualified human resources selection for executive and leadership positions. Summary and conclusions show that the market orientated approach is the most appropriate tool for research of demand and for organizing appropriate training companies for training of medical and non-medical stuff for tourism and Leisure industry.
There is an analysis, comparison and conclusion of cases in management and market practices in the countries from European Union and Bulgaria. Marketing synthesis is presented through commenting of good practices which can be analyzed, transferred and adapt in the system of Medical and Tourist High Schools and Universities in our country. As practical approach is proved and suggested possibility for using of Bulgarian professional school and foreign training programs keeping in mind the standards of those European countries which have well developed balneotourism.
Well-grounded are shown those institutions and organizations which are responsible together with the representatives of this industry for designing of marketing strategy, plans and programs to handle some problem tendencies on labor market in those dynamically developing economic sectors of Bulgarian economy on the eve of our joining to the European Union.

 

Key words

labor market, balneological tourism, rehabilitation tourism, leisure industry, marketing approach, training of human resources.

 

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