Papers by Rossitza Ohridska-Olson
Measuring the 'I Like': Measuring User Interaction as Factor for Online Marketing Success of Museums Through Social Media Networks and Geosocial Mobile Applications
SSRN Electronic Journal, 2011
Measuring online marketing success of museums through social media and mobile technologies repres... more Measuring online marketing success of museums through social media and mobile technologies represents a challenge for several reasons. First, ROI of online advertising campaigns is not enough. Second, because of the multiplying effect of social media for museums, a single monitoring methodology renders or redundant or useless results. And third, measuring the marketing success of cultural institutions goes beyond the impact from interaction with the museum presence in Web 2.0. This paper makes intent to propose a methodology to measure all aspects the success of Web 2.0. marketing for museums, including its effects on cultural and creative tourism.
Cultural mapping of intangible cultural heritage and its usage in tourism branding models
Включването На Паметниците На Социализма в Туристическото Предлагане – Политическа Пропаганда Или Икономически Рационализъм? (Inclusion of Socialist Monuments in Tourism Supply – Political Propaganda or Economic Rationality?)
Environmental Anthropology eJournal, 2017
<b>Bulgarian Abstract:</b> Публикацията разглежда включването на паметниците на социа... more <b>Bulgarian Abstract:</b> Публикацията разглежда включването на паметниците на социализма в туристическото предлагане. Представени са два казуса – Берлин и Варна. Берлин успешно запазва и включва паметници от времето на нацизма и на социализма в туристическото предлагане на града, докато във Варна паметникът на Българо-съветската дружба е оставен на разруха. Въпреки идеологическата натовареност от едно “нежелано минало“ и политическите противоречия на които са предмет и до днес, тези свидетели една близка във времето култура са и ресурс, който успешно може да се превърне в актив за развитието на туристическото предлагане на страната. <b>English Abstract:</b> The publication examines the inclusion of the monuments built in the socialist era in tourism offer. Two cases are presented – those of Berlin and Varna. Whilst Berlin has preserved and included the monuments from the Nazi and the socialist period in its tourism offer, the Bulgarian-Soviet friendship monument in Varna is left to destruction. Despite the ideological burden of the “unwanted past” and the political controversies that surround these monuments until today, as witnesses of a recent past they are also a resource that could be successfully converted into an asset for the development of tourism supply.
Institutions & Transition Economics: Microeconomic Issues eJournal, 2010
A proposed business model for creative tourism is analyzed in the framework of cultural tourism. ... more A proposed business model for creative tourism is analyzed in the framework of cultural tourism. Although creative tourism is generally perceived as a form of cultural tourism (Ohridska-Olson 2010), it is essentially different from the mainstream cultural tourism. In addition, the paper analyzes how this business model can be applied to the cultural tourism for small towns and cities in Bulgaria to fully utilize their creative and cultural heritage potential. The article also points out how creative tourism can bring sustainable and profitable development to small communities in the country.
Cultural Tourism: Definitions and Typology – A Research Note
AARN: Space, 2015
The research note outlines some definitions for "Cultural tourism" and divides this typ... more The research note outlines some definitions for "Cultural tourism" and divides this type of tourism in several sub-types.
The myth, reality and future of tourists’ and travel industry responsibilities: A model for sustainable tourism in protected areas and its applications in Bulgaria
The responsibility towards the nature’s pristine beauty and its bond with tourism has been embrac... more The responsibility towards the nature’s pristine beauty and its bond with tourism has been embraced by Bulgarian intellectuals and governmental bodies ever since the first organized tourism club was founded by Aleko Konstantinov in 1895 (BTU, n.d.) and the first protected territory was established in 1931. Fast-forwarding to the beginning of the 21st century, the regulatory framework of the Bulgarian government, the European Commission and the local administrations seem fully sufficient to satisfy the highest requirements for environmental and cultural heritage protection in the numerous areas, representing 5% of national territory. Numerous studies and projects financed by different national and international programs aim to lead the travel industry towards a sustainable future and to destinations in need of protection of their natural and cultural environments. The rising global movement of responsibility towards protected areas and clean natural environment, authentic cultural ex...
(Types of Tourism, Definitions and Subtypes for the Usage in National Regional Policy)
SSRN Electronic Journal
(Cultural Heritage Branding Beyond Historical Attractions' Advertising)
SSRN Electronic Journal
The aim of this special issue of Ottoman: Journal of Tourism and Management Research is to trace ... more The aim of this special issue of Ottoman: Journal of Tourism and Management Research is to trace the latest trends in the relationship between Intangible Cultural Heritage (ICH) and tourism. Traditional practices, festivities, events, and crafts have existed as resource for sustainable tourism development much before the UNESCO Convention for Safeguarding the Intangible Cultural Heritage entered into force in 2003 and before various national and international documents were deployed to intervene in the tourism product formation and marketing processes. In the past several years, the relationship between ICH and tourism is marked by new dynamics, uncovers previously unexplored resources and outlines new prospects of development and interaction. In spite of the significant contributions in several fields of study (culture anthropology, tourism, cultural diplomacy, politics, etc.), the existing scholarly literature does not reflect the rich transformations that the relationship between ICH and tourism is experiencing nowadays. New regulations, administrative and legislative changes on local, national and international national level prompt the reconsideration on ethical issues, valorization of ICH elements, and create a fusion in the strategic and practical realms of tourism interactions with other industries' plans for sustainable development. New paradigms are appearing through the intervention of NGOs initiatives in safeguarding and valorization of ICH, directly or indirectly casting their influence on tourism development. All these transformations are affecting several tourism experiences in the cultural, wine & gourmet, creative, ethno-, eco-, adventure, and rural types of tourism, to mention a few. On their side, the upsurge of new travel industry initiatives on a global scale poses a significant impact on local communities' traditional practices and forms finding expression in their use as a resource to attract tourist attention, their adjustment to market rules, and their susceptibility to over-commercialization and decontextualization.
Proceedings of the Black Sea Tourism Forum “Cultural Tourism – the Future of Bulgaria”, 23-25.09.2010, Varna, Bulgaria, pp. 23-39, 2010
A proposed business model for creative tourism is analysed in the framework of cultural tourism. ... more A proposed business model for creative tourism is analysed in the framework of cultural tourism. Although creative tourism is generally perceived as a form of cultural tourism (Ohridska-Olson 2010), it is essentially different from the mainstream cultural tourism. In addition, the paper analyses how this business model can be applied to the cultural tourism for small towns and cities in Bulgaria to fully utilize their creative and cultural heritage potential. The article also points out how creative tourism can bring sustainable and profitable development to small communities in the country.
Abstract: Measuring online marketing success of museums through social media and mobile
technolog... more Abstract: Measuring online marketing success of museums through social media and mobile
technologies represents a challenge for several reasons. First, ROI of online advertising
campaigns is not enough. Second, because of the multiplying effect of social media for
museums, a single monitoring methodology renders or redundant or useless results. And
third, measuring the marketing success of cultural institutions goes beyond the impact from
interaction with the museum presence in Web 2.0. This paper makes intent to propose a
methodology to measure all aspects the success of Web 2.0. marketing for museums,
including its effects on cultural and creative tourism.
Keywords: museum marketing, Web 2.0., travel 2.0., social media metrics, cultural &
creative tourism
Drafts by Rossitza Ohridska-Olson
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Papers by Rossitza Ohridska-Olson
technologies represents a challenge for several reasons. First, ROI of online advertising
campaigns is not enough. Second, because of the multiplying effect of social media for
museums, a single monitoring methodology renders or redundant or useless results. And
third, measuring the marketing success of cultural institutions goes beyond the impact from
interaction with the museum presence in Web 2.0. This paper makes intent to propose a
methodology to measure all aspects the success of Web 2.0. marketing for museums,
including its effects on cultural and creative tourism.
Keywords: museum marketing, Web 2.0., travel 2.0., social media metrics, cultural &
creative tourism
Drafts by Rossitza Ohridska-Olson