Iveta Voleva-Petrova


 This report main aim is to represent and emphasize the market positioning and influence of tourism destinations developing educational tourism. Main research goals are to define the specification of the tourism market, define educational tourism, to identify the specification of the educational tourism market, and also to represent the methodology for positioning and building marketing influence in tourism destination suggested by the author.  The suggested methodology is based on the examined academic literature concerning the positioning of tourist products on the market, the author presents his vision for the main stages for the successful positioning of destinations.



educational tourism, tourism market, positioning, market influence


JEL Codes: I23, Z32, Z33, L11



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Canadian Tourism Commission (CTC). (2001). Learning Travel: ‘Canadian Ed-Ventures’ Learning Vacations in Canada: An Overview. Canadian Tourism Commission.

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Haigh, R. (1995). Backpackers in Australia. Canberra: Bureau of Tourism Research.

Kidd, J. R. (1973). How adults learn. Chicago: Follett.

Kotler, P. a. (2002). Country as brand, product, and beyond: a place marketing and brand management perspective. Journal of Brand Management 9, 249–261.

Neshkov, M., Rakadzhiyska, S., Dabeva, T., Marinov, S., Mileva, M., & Kazadjieva, V. (2001). Introduction to tourism. Varna: University Publishing House University of Economics - Varna.

Smith, R. (1982). Learning how to learn. Chicago: IL: Follett.

Ritchie, B., Carr, N., & Cooper, C. (2003). Managing Educational Tourism. Clevedon, United Kingdom: Channel View Publications.

World Tourism Organization. (2019). UNWTO Guidelines for Institutional Strengthening of Destination Management Organizations (DMOs) – Preparing DMOs for new challenges. Madrid: https://doi.org/10.18111/9789284420841.

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World Tourism Organization (UNWTO). (2007). A Practical Guide to Tourism Destination Management. Madrid: UNWTO.


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To cite this article: VOLEVA-PETROVA, I., (2020) Market positioning and influence of tourist destinations developing educational tourism. Entrepreneurship, 8 (2), 93-103, DOI: 10.37708/ep.swu.v8i2.9