While searching for effective strategies to boost up the cultural and heritage destination image of a country –in this paper, Bulgaria has been taken as a case study, the researcher had to face with several questions. In a fairly saturated tourism market of Europe, it was quite a glaring challenge to identify the prospecting and promising features of a destination brand of Bulgaria for cultural and heritage tourism. At the same time, it was imperative for the researcher to differentiate the cultural and heritage tourism in Bulgaria from other countries in Europe, as it was felt that the emphasis on the cultural individuality of Bulgaria would contribute to the effective destination branding of the country’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”.
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