EXPLORING NICHE TOURISM FORMS IN BULGARIA - RAISING AWARENESS OF NATIONAL TOURISM IDENTITY THROUGH PROJECT WORK

Abstract

The purpose of the present study is to bring into focus the uniqueness of the Bulgarian tourism brand as projected by its core attributes: the authentic Bulgarian folklore; the spirit of the nation (preserved in its churches and monasteries and cultural heritage sites), the heart of Bulgarian people (hospitality, integrity, friendliness, tolerance, respect for the past and love for their land), the history of the land (myths, oral history and stories) and the beautiful nature. In addition, the study also aims to highlight those aspects of niche tourism that are most exploited by students as opportunities for tourism development. Another objective is to showcase the potential of NT for tourism development in Bulgaria. The overall aim of the paper is to demonstrate students understanding of the niche tourism product and benefits (social, economic and environmental) this type of tourism can bring to local people and host communities, in other words, how niche tourism can help build tourism identity and promote a distinctive image of the destination. Exploring further the theme of ‘Tourism and Identity`, students address one of the more resonant themes in recent tourism development in Bulgaria, namely ‘cultural tourism` with a special emphasis on Bulgarian folklore and traditions revived through annual festivals and carnivals.