Development of the israeli outbound market for gambling tourism and positioning of the Bulgarian seaside resorts
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Author: Galina Ilieva
Тhis article presents a survey of the theoretical interpretations of the positioning of a tourist destination on an outbound market. It systematizes criteria and attributes for casino customers’ perceptions, more precisely the physical environment, attitude of the contact staff, perceived value, attractiveness of the entertainment and novelties, brand equity and the perception of luck. The article characterizes the factors forming the demand for gambling tourism in Israel and identifying trends in its development, the main of which are: an increase in the number of trips abroad, growth in the number of trips to "cheap" destinations for family vacations: an increase in the number of "last minute" bookings; increasing the use of low-cost scheduled flights at the expense of charter ones; the expansion of the role of the casino as an important factor for choosing a destination It analyzes the volume and structure of the tourism demand of the Israeli outbound market and identifies trends in its development. The results of a survey of Israeli tour operators for assessing the positions of the two major Bulgarian Black Sea resorts – Golden Sands and Sunny Beach are presented in ten initially differentiated attributes. The article outlines the opportunities for enhancing the positions of the Bulgarian sea resorts on the Israeli market for gambling tourism.