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International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                           Global Perspectives of the New Technologies




Definitions:


Marketing:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

American Marketing Association


Определения:

Маркетинг:
Маргетингът е организационна функция и съвкупност от процеси за
създаване, комуникиране, предоставяне и обмяна на стоки и услиги, които
имат стойност за потребителите, клиентите и обществото като цяло.
(адаптирано определение от Уикипедия на български)

American Marketing Association

                                                                                © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                               Global Perspectives of the New Technologies


Definitions:




                                                                    © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                    Global Perspectives of the New Technologies


Пример | Example:




                                                                         © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                           Global Perspectives of the New Technologies


Definitions (continued):

 Definition for Cultural Heritage:
 ''cultural heritage'' means movable or immovable objects of artistic, architectural, historical,
 archaeological, ethnographic, palaeontological and geological importance and includes
 information or data relative to cultural heritage… This include archaeological,
 palaeontological or geological sites and deposits, landscapes,
 groups of buildings, as well as scientific collections, collections of art objects, manuscripts,
 books, published material, archives, audio-visual material and reproductions of any of the
        2008 Rossitza Ohridska-Olson
 preceding, or collections of historical value, as well as intangible cultural assets comprising
 arts, traditions, customs and skills employed in the performing arts, in applied arts and in
 crafts and other intangible assets which have a historical, artistic or ethnographic value.
 [Cultural Heritage Act 2002]




                                                                                  © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                           Global Perspectives of the New Technologies


Definitions (continued):

 Дефиниция за Културно Наследство:
 '’културно наследство'' означава движими или недвижими предмети с художествена
 , архитектурна, историческа, архелогическа, етнографска, палеонтологическа и
 геологическа стойност и значение и които включват информация или данни значими
 за културното наследство. В това се включват археологически, палеонтоложки, или
 геоложки места, залежи, пейзажи, групи от сгради, научни колекции, колекции от
 художествени предмети, ръкописи, книги, публикувани материали, аудио-висуални
       2008 Rossitza Ohridska-Olson
 материали, и пресъздаването на всички гореизброени, или колекции с историческо
 значение, както и нематериалните културни ценности, състоящи се от изкувсвто,
 традиции, обичаи и таланти използувани в изпълнителските изскувстав, в
 приложните изкувства и занаяти и други нематериални ценности, които имат
 историческо, художествено и етнографско значение. [Cultural Heritage Act 2002]




                                                                                  © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                             Global Perspectives of the New Technologies


Higher demand in authentic experiences with focus on local live culture and heritage


Visitors are more focused on a county’s essence:
        Attractions
        authenticity
        culture
        Ethos


Tourists define as key importance

        the country’s physical beauty,

        uniqueness,

        ability to provide relaxation,

        Welcoming people



Source: FutureBrands.com Report on Country Branding, 2008


                                                                                 © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                            Global Perspectives of the New Technologies


Голямо търсене на автетнтични изживявания с фокус върху местнита жива
култура и културно-историческото наследство

Желанията на посетителите са насочени към:


        Атракции
        Автентичност
        Култура
        Местен характер


Туристите определят като най-главно

        Красотата на страната,

        уникалността,

        възможността за отдих,

        Приветливи хора

Source: FutureBrands.com Report on Country Branding, 2008

                                                                                © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                          Global Perspectives of the New Technologies


Demand for Cultural Heritage Tourism

 U.S. Residents Travel                                Percentage           Total Number
 Characteristics - Travel to    To all destinations  Traveling to           traveling to
 East Europe                        overseas        Eastern Europe        Eastern Europe
 All U.S. Residents traveling
 overseas                              31,228,000                  4%            1,249,120
 Leisure & VFR                         25,888,000                  4%            1,035,520
 Business & Conv.                       8,151,000                  4%              326,040


                                                            Average Expenditure
                                                            outside of the U.S.A
                                                            Per Visitor $1,467


                                                            Average Annual Household Income
                                                            Per household $114,400


                                                            Source:
                                                            U.S. Department of Commerce
                                                            International Trade Administration
                                                            Manufacturing and Services
                                                            Office of Travel and Tourism Industries


                                                                                 © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                          Global Perspectives of the New Technologies


Нужда от културен туризъм

 U.S. Residents Travel                                Percentage           Total Number
 Characteristics - Travel to    To all destinations  Traveling to           traveling to
 East Europe                        overseas        Eastern Europe        Eastern Europe
 All U.S. Residents traveling
 overseas                              31,228,000                  4%            1,249,120
 Leisure & VFR                         25,888,000                  4%            1,035,520
 Business & Conv.                       8,151,000                  4%              326,040


                                                            Средни разходи извън САЩ


                                                            На турист: $1,467


                                                            Среден доход на домакинство
                                                            $114,400


                                                            Данни от:
                                                            U.S. Department of Commerce
                                                            International Trade Administration
                                                            Manufacturing and Services
                                                            Office of Travel and Tourism Industries


                                                                                 © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                      Global Perspectives of the New Technologies


Cultural Tourism Demand (continued)


                                                                             Source:

                                                                             Survey on the
                                                                             attitudes of
                                                                             Europeans towards
                                                                             tourism

                                                                             Analytical report
                                                                             Fieldwork:
                                                                             February 2009
                                                                             Publication:
                                                                             March 2009




                                                                             © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                          Global Perspectives of the New Technologies


Cultural Tourism Demand (continued) - Possibilities for Bulgaria


 Emerging destinations:

 28% of the Europeans plan to travel to non-traditional destinations in 2009.

 Emerging Destinations and cost:
 Travelers who plan to travel outside of the traditional destinations say that cost in itself is
 relatively not the most important concern: it is important for only 12% of those who will travel
 to emerging destinations (versus 17% who will travel to traditional destinations).

 More travelers to emerging destinations vs. to traditional destinations: only 19% who
 traveled in 2008 will not travel 2009, compared with 27% of those who preferred
 conventional tourist destinations.

 Longer travels to emerging destinations: people who will choose an emerging destination
 are also planning more substantial holidays: the combined percentage of at least 13 nights
 away or a combination of shorter and longer trips amounted to 43% among those looking for
 non-conventional destinations compared to 35% in the other group.

 Value for the money and lower prices are less important for travelers who will choose an
 emerging destination in 2009: 28% of travelers say that those two factors are most important
 versus 41% who will travel to traditional destinations.

                                                                                 © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                          Global Perspectives of the New Technologies


Cultural Tourism Demand (continued) - Possibilities for Bulgaria


 International Impact: Cultural heritage was also the most important for travelers who planned
 to spend their main holiday in 2009 outside of their country: 28% for travelers planning to go
 to EU countries and 29% non-EU countries, versus 21% for those who will stay in their home
 country.

 Travelers to emerging destinations are more interested in local culture, lifestyles and
 traditions (33%). When compared with all people who plan to travel in 2009, those who will
 choose their own country will pay less attention to local culture, lifestyle and tradition (28),
 then those who will travel to emerging destinations: 48%.

 More international travel for people who value culture: local culture could attract more of
 those who plan international holidays: 41% who plan to travel elsewhere in the EU and 39%
 who will travel outside the Union indicated that their expectations would primarily be related
 to local traditions, culture and lifestyle, while only 30% of those planning a holiday in their
 home country had give importance to those factors.

 Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expect
 to learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15-
 24 year-olds).

 Educated travelers: From those with higher level of education, 35% prefer emerging
 destination for their 2009 travels, versus 20% for the lowest levels of education.
                                                                                 © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                              Global Perspectives of the New Technologies


Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels

Information about Bulgaria in tripadvisor.com

Social Media Network characteristics: 32 million unique visitors per month, 9 million
registered users, 20 million articles and opinions about hotels, destinations and attractions
Tourist attractions by region and Bulgaria


          Europe                 Bulgaria           USA           Asia       South America

          2 506                     17             5 868          691             209


Cultural tourism attractions by destinations(most popular cultural tourism destinations)


 Europe                                       Bulgaria
 London - 458                                 Sofia - 23
 Paris - 295                                  Plovdiv - 7
 Rome - 306                                   Varna - 7



Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli
Conference presentation. Paper in press for II Buditeli Conference Proceedings Book

                                                                                  © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                               Global Perspectives of the New Technologies



Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels

Присъствие в tripadvisor.com

Характеристики на портала: 32 милиона посетители на месец, 9 милиона
регистрирани членове, 20 милиона статии и мнения за хотели и дестинации

 Дестинации с туристически атракции


         Европа               България           САЩ            Азия      Южна Америка

           2 506                  17             5 868          691              209

Най-популярните градове с туристически атракции в областта на културата и историята



  Европа                                      България

  Лондон - 458                                София - 23
  Париж - 295                                 Пловдив - 7
  Рим - 306                                   Варна - 7

                                                                                       © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                               Global Perspectives of the New Technologies


Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels

Information about Bulgaria in flickr.com
Social Media Network characteristics: Focus: Photosharing, 28,5 million unique users
per month, 3 billion photos and videos in the database, 60 million geotagged
photos

  Geotagged Photos by regions
         Europe                 Bulgaria            USA              France                Italy
        8 847 942               70 210           21 964 527        2 375 530            2 302 457

Cultural tourism attractions - tags by country

 Tag                   Total        Bulgaria      Europe       USA          Italy          France
 History + travel      60 865       473           15 675       3 214        5 178          2 723
 Culture + travel      67 617       251           9 755        2 170        1 933          3 286
 Cultural              3 286        25            248          129          101            89
 heritage
 Art + travel          162 854      508           30 789       11 900       11 697         10 748

Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli
Conference presentation. Paper in press for II Buditeli Conference Proceedings Book

                                                                                    © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                              Global Perspectives of the New Technologies

Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels

   Bulgarian Cultural Heritage Group on Flickr.com

   1,441 Geotagged Photos by 190 members since August 2008




                                                                                  © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                                             Global Perspectives of the New Technologies

Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Information about Bulgaria on youtube.com

Social Media Network characteristics: Focus: Video sharing

 Country              Videos           Youtube.com               Videos viewed per month
 USA               11 425 890 000      5 044 053 000     142 million total, 82 million youtube
 Germany            3 052 670 000      1 590 301 000     26 million total, 16.6 million youtube
 UK                 3 229 476 000      1 592 477 000     27 million total, 19.4 million youtube
 France             2 334 344 000        650 251 000     25 million total, 12 million youtube


Geotagged videos in combination with cultural tourism tags by region and country

 Етикет                    Europe      Bulgaria        Italy        France              Greece
  Travel +                  10 500           957        6 950            5 100                   3 010
  Art                       17 500           994       17 900          34 600                    3 600
  Ancient Roman                333            64           532             141                     706
  Ancient Greek                383           200           259             222                   4 600
  Byzantine                    302           165           122             108                   1 180
Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 for
Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book

                                                                                  © 2009 Rossitza Ohridska-Olson
International Marketing of the Bulgarian Cultural Heritage through Tourism:
                                               Global Perspectives of the New Technologies




                 Further information and contacts:


                         http://rossitza.com
http://www.culturalrealms.com or http://culturalrealms.typepad.copm
                  http://slideshare.com/rokambur




                              E-mail:
                      rokambur@gmail.com
                         Skype: rokambur




                                                                   © 2009 Rossitza Ohridska-Olson

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International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies

  • 2. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Definitions: Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. American Marketing Association Определения: Маркетинг: Маргетингът е организационна функция и съвкупност от процеси за създаване, комуникиране, предоставяне и обмяна на стоки и услиги, които имат стойност за потребителите, клиентите и обществото като цяло. (адаптирано определение от Уикипедия на български) American Marketing Association © 2009 Rossitza Ohridska-Olson
  • 3. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Definitions: © 2009 Rossitza Ohridska-Olson
  • 4. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Пример | Example: © 2009 Rossitza Ohridska-Olson
  • 5. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Definitions (continued): Definition for Cultural Heritage: ''cultural heritage'' means movable or immovable objects of artistic, architectural, historical, archaeological, ethnographic, palaeontological and geological importance and includes information or data relative to cultural heritage… This include archaeological, palaeontological or geological sites and deposits, landscapes, groups of buildings, as well as scientific collections, collections of art objects, manuscripts, books, published material, archives, audio-visual material and reproductions of any of the 2008 Rossitza Ohridska-Olson preceding, or collections of historical value, as well as intangible cultural assets comprising arts, traditions, customs and skills employed in the performing arts, in applied arts and in crafts and other intangible assets which have a historical, artistic or ethnographic value. [Cultural Heritage Act 2002] © 2009 Rossitza Ohridska-Olson
  • 6. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Definitions (continued): Дефиниция за Културно Наследство: '’културно наследство'' означава движими или недвижими предмети с художествена , архитектурна, историческа, архелогическа, етнографска, палеонтологическа и геологическа стойност и значение и които включват информация или данни значими за културното наследство. В това се включват археологически, палеонтоложки, или геоложки места, залежи, пейзажи, групи от сгради, научни колекции, колекции от художествени предмети, ръкописи, книги, публикувани материали, аудио-висуални 2008 Rossitza Ohridska-Olson материали, и пресъздаването на всички гореизброени, или колекции с историческо значение, както и нематериалните културни ценности, състоящи се от изкувсвто, традиции, обичаи и таланти използувани в изпълнителските изскувстав, в приложните изкувства и занаяти и други нематериални ценности, които имат историческо, художествено и етнографско значение. [Cultural Heritage Act 2002] © 2009 Rossitza Ohridska-Olson
  • 7. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Higher demand in authentic experiences with focus on local live culture and heritage Visitors are more focused on a county’s essence: Attractions authenticity culture Ethos Tourists define as key importance the country’s physical beauty, uniqueness, ability to provide relaxation, Welcoming people Source: FutureBrands.com Report on Country Branding, 2008 © 2009 Rossitza Ohridska-Olson
  • 8. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Голямо търсене на автетнтични изживявания с фокус върху местнита жива култура и културно-историческото наследство Желанията на посетителите са насочени към: Атракции Автентичност Култура Местен характер Туристите определят като най-главно Красотата на страната, уникалността, възможността за отдих, Приветливи хора Source: FutureBrands.com Report on Country Branding, 2008 © 2009 Rossitza Ohridska-Olson
  • 9. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Demand for Cultural Heritage Tourism U.S. Residents Travel Percentage Total Number Characteristics - Travel to To all destinations Traveling to traveling to East Europe overseas Eastern Europe Eastern Europe All U.S. Residents traveling overseas 31,228,000 4% 1,249,120 Leisure & VFR 25,888,000 4% 1,035,520 Business & Conv. 8,151,000 4% 326,040 Average Expenditure outside of the U.S.A Per Visitor $1,467 Average Annual Household Income Per household $114,400 Source: U.S. Department of Commerce International Trade Administration Manufacturing and Services Office of Travel and Tourism Industries © 2009 Rossitza Ohridska-Olson
  • 10. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Нужда от културен туризъм U.S. Residents Travel Percentage Total Number Characteristics - Travel to To all destinations Traveling to traveling to East Europe overseas Eastern Europe Eastern Europe All U.S. Residents traveling overseas 31,228,000 4% 1,249,120 Leisure & VFR 25,888,000 4% 1,035,520 Business & Conv. 8,151,000 4% 326,040 Средни разходи извън САЩ На турист: $1,467 Среден доход на домакинство $114,400 Данни от: U.S. Department of Commerce International Trade Administration Manufacturing and Services Office of Travel and Tourism Industries © 2009 Rossitza Ohridska-Olson
  • 11. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) Source: Survey on the attitudes of Europeans towards tourism Analytical report Fieldwork: February 2009 Publication: March 2009 © 2009 Rossitza Ohridska-Olson
  • 12. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) - Possibilities for Bulgaria Emerging destinations: 28% of the Europeans plan to travel to non-traditional destinations in 2009. Emerging Destinations and cost: Travelers who plan to travel outside of the traditional destinations say that cost in itself is relatively not the most important concern: it is important for only 12% of those who will travel to emerging destinations (versus 17% who will travel to traditional destinations). More travelers to emerging destinations vs. to traditional destinations: only 19% who traveled in 2008 will not travel 2009, compared with 27% of those who preferred conventional tourist destinations. Longer travels to emerging destinations: people who will choose an emerging destination are also planning more substantial holidays: the combined percentage of at least 13 nights away or a combination of shorter and longer trips amounted to 43% among those looking for non-conventional destinations compared to 35% in the other group. Value for the money and lower prices are less important for travelers who will choose an emerging destination in 2009: 28% of travelers say that those two factors are most important versus 41% who will travel to traditional destinations. © 2009 Rossitza Ohridska-Olson
  • 13. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) - Possibilities for Bulgaria International Impact: Cultural heritage was also the most important for travelers who planned to spend their main holiday in 2009 outside of their country: 28% for travelers planning to go to EU countries and 29% non-EU countries, versus 21% for those who will stay in their home country. Travelers to emerging destinations are more interested in local culture, lifestyles and traditions (33%). When compared with all people who plan to travel in 2009, those who will choose their own country will pay less attention to local culture, lifestyle and tradition (28), then those who will travel to emerging destinations: 48%. More international travel for people who value culture: local culture could attract more of those who plan international holidays: 41% who plan to travel elsewhere in the EU and 39% who will travel outside the Union indicated that their expectations would primarily be related to local traditions, culture and lifestyle, while only 30% of those planning a holiday in their home country had give importance to those factors. Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expect to learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15- 24 year-olds). Educated travelers: From those with higher level of education, 35% prefer emerging destination for their 2009 travels, versus 20% for the lowest levels of education. © 2009 Rossitza Ohridska-Olson
  • 14. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels Information about Bulgaria in tripadvisor.com Social Media Network characteristics: 32 million unique visitors per month, 9 million registered users, 20 million articles and opinions about hotels, destinations and attractions Tourist attractions by region and Bulgaria Europe Bulgaria USA Asia South America 2 506 17 5 868 691 209 Cultural tourism attractions by destinations(most popular cultural tourism destinations) Europe Bulgaria London - 458 Sofia - 23 Paris - 295 Plovdiv - 7 Rome - 306 Varna - 7 Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2009 Rossitza Ohridska-Olson
  • 15. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels Присъствие в tripadvisor.com Характеристики на портала: 32 милиона посетители на месец, 9 милиона регистрирани членове, 20 милиона статии и мнения за хотели и дестинации Дестинации с туристически атракции Европа България САЩ Азия Южна Америка 2 506 17 5 868 691 209 Най-популярните градове с туристически атракции в областта на културата и историята Европа България Лондон - 458 София - 23 Париж - 295 Пловдив - 7 Рим - 306 Варна - 7 © 2009 Rossitza Ohridska-Olson
  • 16. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels Information about Bulgaria in flickr.com Social Media Network characteristics: Focus: Photosharing, 28,5 million unique users per month, 3 billion photos and videos in the database, 60 million geotagged photos Geotagged Photos by regions Europe Bulgaria USA France Italy 8 847 942 70 210 21 964 527 2 375 530 2 302 457 Cultural tourism attractions - tags by country Tag Total Bulgaria Europe USA Italy France History + travel 60 865 473 15 675 3 214 5 178 2 723 Culture + travel 67 617 251 9 755 2 170 1 933 3 286 Cultural 3 286 25 248 129 101 89 heritage Art + travel 162 854 508 30 789 11 900 11 697 10 748 Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2009 Rossitza Ohridska-Olson
  • 17. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels Bulgarian Cultural Heritage Group on Flickr.com 1,441 Geotagged Photos by 190 members since August 2008 © 2009 Rossitza Ohridska-Olson
  • 18. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels Information about Bulgaria on youtube.com Social Media Network characteristics: Focus: Video sharing Country Videos Youtube.com Videos viewed per month USA 11 425 890 000 5 044 053 000 142 million total, 82 million youtube Germany 3 052 670 000 1 590 301 000 26 million total, 16.6 million youtube UK 3 229 476 000 1 592 477 000 27 million total, 19.4 million youtube France 2 334 344 000 650 251 000 25 million total, 12 million youtube Geotagged videos in combination with cultural tourism tags by region and country Етикет Europe Bulgaria Italy France Greece Travel + 10 500 957 6 950 5 100 3 010 Art 17 500 994 17 900 34 600 3 600 Ancient Roman 333 64 532 141 706 Ancient Greek 383 200 259 222 4 600 Byzantine 302 165 122 108 1 180 Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2009 Rossitza Ohridska-Olson
  • 19. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Further information and contacts: http://rossitza.com http://www.culturalrealms.com or http://culturalrealms.typepad.copm http://slideshare.com/rokambur E-mail: rokambur@gmail.com Skype: rokambur © 2009 Rossitza Ohridska-Olson