OPPORTUNITIES FOR IMPROVEMENT OF THE PRICING POLICY OF TRAVEL AGENCIES IN CULTURAL TOURISM

In recent years, tourist businesses in Bulgaria have shown a growing interest in cultural tourism. At this stage, this type of tourism is developing in a highly dynamic competitive environment. There is increasing competition between the established and the many new cultural tourist destinations, as well as globalization of tourism. Under these conditions, maintaining their positions in the tourism market has become very important for tourist enterprises. A major means for obtaining competitive advantages is the design and implementation of a pricing policy which is adequate to the market conditions and consumer demand. In this context, the purpose of the study is to explore and identify opportunities for improvement of the pricing policy of travel agencies offering products of cultural tourism. The analyses and conclusions on this issue are based on data from a survey of 23 travel agencies.