PUBLIC SECTOR ALLIANCES IN MARKETING URBAN HERITAGE TOURISM: A POST-COMMUNIST PERSPECTIVE

Abstract

This paper investigates the current degree of collaboration and partnerships in marketing and promotion bounded by municipal bodies and other public organisations, involved in urban heritage tourism. As the majority of published research projects accentuate on private and mixed stakeholder alliances, this study is important in order to uncover the scope of collaborative activity among public sector organisations. The research approach adopted in this project includes the application of a case study in the heritage town of Plovdiv, Bulgaria. The findings provide evidence that public organisations need to realise the benefits of mutual marketing and promotion activities created in a local, regional and Internet-based context. The roles of the local airport, urban events, as well as the Internet should be recognised and used as a catalyst of tourism demand.