s tourism sector in the excessively competitive tourism market of Europe. In the evaluation of destination branding in Bulgarian context, the researcher was concerned primarily with the qualitative approach to the research topic. The qualitative methodology was supposed to be the best strategy for this study, as the research topic itself is subjective and theory based. Denzin and Lincoln (1994) define qualitative research in the following manner, “Qualitative research is multi-method in focus, involving an interpretive, naturalistic approach to its subject matter……qualitative researchers study things….attempting to make sense of or interpret phenomena in terms of the meanings people bring to them”. As in the paradigm of the present study, the individual’s perception of culture and heritage through the paraphernalia of destination branding emerges as one of the crucial factors, the qualitative method was supposed to be the best method. As in this regard, Peter Wood (2006) says, “The qualitative researcher seeks to discover the meanings that participants attach to their behavior, how they interpret situations, and what their perspectives are on particular issues”. Destination Branding Through Culture and Heritage Tourism.
Cai, L.A. (2002), ‘Cooperative branding for rural destinations’, Annals of Tourism Research,
Vol. 29(3): 720-42.
Creswell, J. W. (1994). Research design: Qualitative & quantitative approaches. Thousand Oaks, CA: Sage Publications.
Denzin, NK & Lincoln, YS. (1994). "Introduction: Entering the field of qualitative research." In NK Denzin and YS Lincoln (eds.) Handbook of Qualitative Research. pp. 1-18. Thousand Oaks: Sage.
Greenway, P. (2002) Bulgaria: Lonely Planet Guide. Arizona: Lonely Planet Publication
Guba, E. G. and Lincoln, Y. S. (1994) “Competing Paradigms in Qualitative Research”. In N. Denzin & Lincoln (Eds.). Handbook of Qualitative Research. CA: Sage
Hsu, C. and Cai, A. L. (2009) ‘Brand Knowledge, Trust and Loyalty – A Conceptual Model of Destination Branding’, Hospitality & Tourism Management. Amherst: University of Massachusetts
Kay, A. (2007) Bulgaria: The Bradt Travel Guide PP 31. 2nd ed. Netcong, NJ: A1 Books
Kerr, G. (2006) "Destination Brand to Local Brand”. Brand management. Vol. 13(4/5): 276-83
Kiplinger, A.H, (1969) Kiplingers Personal Finance. Washington DC : The Kiplinger Washington Editors Inc, p. 22
Kotler, P., Haider, D.H and Rein, I. (1993) Marketing Places: Attracting Investment, Industry and Tourism Industry to Cities, States and Nations. New York: Free press.
Kovács, G. and Spens, K. M. (2005), “Abductive reasoning in logistics research”, International Journal of Physical Distribution & Logistics Management, Vol. 35(2): 132-144,
McCool, Stephen F., R and Neil, M. (2009) Tourism, Recreation and Sustainability: Linking Culture and the Environment .2nd ed. Cambridge MA: CABI
McMahon, M. (1997) Social Constructivism and the World Wide Web - A Paradigm for Learning”, [Internet] available at http://www.ascilite.org.au/conferences/perth97/papers/Mcmahon/Mcmahon.html (Accessed 05/11/2009)
Morgan, N., Pritchard, A. and Pride, P. (2002) Destination Branding: Creating the Unique Destination Proposition :Oxford: Butterworth Heinamann .
Niklova , V. (2009) “Bulgaria will be Divided in 13 Cultural and Historical Region.” [Internet] 06 Nov. 2009. Available at http://www.bnr.bg/sites/en/Lifestyle/MapOfBulgaria/Pages/161009Bulgaria_13_regions.aspx
OECD Tourism Committee. (2009) The Impact of Culture on Tourism. France: OECD publishing. P. 9
Oxford Business Group. (2008) The Report Bulgaria 2008. Oxford: Oxford Business Group
Saraneimi, S. (2009) Destination Branding in a Country Context. A Case study of Finland in the British Market. Joensuu: University of Joensuu
Sharma, K.K .(1999) World Tourism Today. New Delhi: Sarup and Sons
Smith, M.K., 2009. Issues in Cultural Tourism Studies. London : Routledge
Wagner, O and Peters, M. (2008) “Can association methods reveal the effects of internal branding on tourism destination stakeholders?” Journal of Place Management and Development, Vol. 2(1): 52 69. [Internet] Available at www.emeraldinsight.com/1753-8335.htm (Accessed 09/11/2009)
Woods, P. (2006) Qualitative Research. Plymouth: University of Plymouth.
Please type your essay title, choose your document type, enter your email and we send you essay samples