How to promote a cross‐border region as a tourism destination – the case study of the bug Euroregion

Studzieniecki, Tomasz; Mazurek, Tomasz

doi:10.1108/16605370780000160

Cited by 7 publications

(5 citation statements)

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“…In this context, the tourist attractiveness of transboundary protected areas is determined by two key attributes -natural resources under legal protection and the border location, which is considered a tourist asset in and of itself (Więckowski, 2010), which is further enhanced by a rich cultural heritage. As a specific form of cross-border cooperation framework, the TBR should provide an opportunity to create an attractive tourist destination by popularising it and creating a common management system (Studzieniecki & Mazurek, 2007;Vasilijević et al, 2015;Studzieniecki et al, 2020). In this way, it should provide input for sustainable regional economic development and bring benefits to local communities and other stakeholders from all countries concerned.…”

Section: Discussionmentioning

confidence: 99%

UNESCO Transboundary Biosphere Reserves as laboratories of cross-border cooperation for sustainable development of border areas. The case of the Polish–Ukrainian borderland

Jakubowski

Seidlová

2022

BGSS

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This paper aims to assess the current and potential role of UNESCO Transboundary Biosphere Reserves (TBRs) as a platform for cross-border-cooperation-enhancing sustainable development of border areas characterised by unique natural and cultural heritage but lagging in socio-economic terms. The study covered three TBRs located in the Polish–Ukrainian borderland: West Polesie, Roztocze and East Carpathians. The quantitative (regarding subject matter, partners involved, amount of funding, etc.) and qualitative analysis (aimed at examining the objectives of the initiatives undertaken in line with the BRs’ goals) included projects implemented under the CBC Programmes Poland–Belarus–Ukraine in the years 2004–2020. The results suggest that cross-border cooperation in the analysed areas was generally oriented toward TBR-related objectives, i.e., socio-culturally and ecologically sustainable development. At the same time, numerous barriers have been identified that limit the impact of cross border cooperation on the sustainable development of the TBRs.

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Section: Discussionmentioning

confidence: 99%

UNESCO Transboundary Biosphere Reserves as laboratories of cross-border cooperation for sustainable development of border areas. The case of the Polish–Ukrainian borderland

Jakubowski

Seidlová

2022

BGSS

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“…In terms of population size, the identified initiatives range from 200,000 (Euregio Silva Nortica) to 7 million (Centrope). Studzieniecki and Mazurek [34], based on their experience in Bug (between Poland, Belarus and Ukraine), concluded that moving towards establishing a tourism destination is a process that is probably overambitious. Thus, an "umbrella" approach, which is looser, could be more effective as a first step.…”

Section: Cross Border Areas Place Branding and Tourism Development: A Literature Reviewmentioning

confidence: 99%

Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations

Deffner

Psatha

Karachalis

2022

Tourism and Hospitality

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Although place branding in cross-border (c-b) areas is challenging, various c-b areas with common eco-natural and cultural characteristics are popular tourist brands in their own right. The emergence of c-b areas as destinations is not surprising since international borders are often natural formations, which may be popular tourist attractions. Due to historical and political circumstances, the Greek–Albanian c-b area has not experienced tourism development. It bears a weak image, and although individual destinations can be found in both border areas, they do not currently form a single place brand. Thus, place branding that aims to enhance the c-b area’s attractiveness should start with building a single identity by finding common competitive characteristics upon which it can be based. This paper analyzes part of the ‘Culture Plus’ project, which aims to identify significant common eco-natural and cultural resources in the Greek–Albanian c-b area. The resources were documented using local visits, interviews, and consultations. The most significant ones were comparatively evaluated to identify the vital common assets that can support place branding efforts, with encouraging results regarding the potential branding of the unique hidden identity of the c-b area.

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“…Understanding supply issues: the benefits and challenges of cross-border destination marketing Cross-border destination marketing is a unique concept that is rarely practiced by countries that share border attractions, regardless of its advantages. Marketing cooperation efforts that transcend national borders are important in creating synergetic effects (Studzieniecki and Mazurek, 2007), enhancing CBR growth (Dyer et al, 2007;Hoekman et al, 2008) and multiplying tourism income (Studzieniecki and Mazurek, 2007). It is also argued that cooperation improves a region's investment prospects (Dyer et al, 2007) and thus helps to attract large numbers of tourists (Makkonen, 2016).…”

Section: Understanding Demand Issues: Travel Motivations and Satisfactionmentioning

confidence: 99%

“…This could be an important contribution for both Zambia and Zimbabwe as their economies are currently struggling. Cross-border cooperation is also beneficial in solving challenges such as long queues, bureaucratic processes and poor service quality (Studzieniecki and Mazurek, 2007). These advantages have been largely reported in the EU, where over 400 million nationals travel without the hassles of passport checks and border controls (Blasco et al, 2014), compared to countries sharing border attractions, as in the case of Zambia and Zimbabwe, as well as other destinations globally.…”

Section: Understanding Demand Issues: Travel Motivations and Satisfactionmentioning

confidence: 99%

“…Second, the supply side instrument was based on studies done by Guo (2015), Blasco et al (2014), Látková and Vogt (2012), Nunkoo and Ramkissoon (2011) and Studzieniecki and Mazurek (2007). It consisted of three sections: organisational characteristics and repeat business information; opportunities for cross-border marketing; and challenges of cross-border marketing of Victoria Falls.…”

Section: Survey Instrumentsmentioning

confidence: 99%

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Cross-border destination marketing of attractions between borders: the case of Victoria Falls

Woyo

Slabbert

2019

JHTI

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Purpose The success of tourism destinations is in many cases measured from a competitive advantage perspective, not from a collaborative advantage perspective, which limits the possibilities of destination marketing in a collaborative cross-border context. Currently, the marketing efforts of Victoria Falls are highly fragmented as each country promotes the attraction separately. The purpose of this paper is to explore the cross-border destination marketing possibilities and realities of Victoria Falls from a demand and supply side perspective. Design/methodology/approach A quantitative approach was applied in this study, with two separate surveys being conducted. Data for the demand side were collected by means of a questionnaire that was distributed by fieldworkers, while data for the supply side were collected online. The data were analysed using descriptive statistics, factor analyses and one-way analysis of variance. Findings Five specific tourist motivations for visiting Victoria Falls were identified using demand data, of which sightseeing and destination attributes were the most important. Significant differences were found for tourists’ cross-border experiences using different border access points. Using supply data, challenges and opportunities of cross-border marketing were analysed. The most important opportunity was identified as cooperation, while the key challenges were economic and policy related. It is important to see the bigger picture and how cooperation can benefit both countries, which is unfortunately not currently the case for Zambia and Zimbabwe. Practical implications There is a need for tourism destinations to shift from competition-based strategies to collaboration-based strategies in order to be successful. Cross-border marketing requires that each country understands tourists’ motivations and experiences. For Zambia and Zimbabwe to increase their tourist arrivals, income and investment opportunities, both countries must move away from isolating their marketing efforts of Victoria Falls. It is important to look beyond the individual benefits for each country and focus on the combined benefits. The challenges identified in this study must be addressed if Zambia and Zimbabwe’s cross-border marketing of Victoria Falls is to be effective. The integration of demand and supply views is thus critical for cross-border marketing to be effective and successful. Originality/value Research on cross-border destination marketing of shared border attractions is limited. With regard to Victoria Falls, such research has never been explored in an academic context. This study has value for destination marketers of Zambia and Zimbabwe, especially for attractions that are shared between their borders such as Victoria Falls and Kariba Dam. Additionally, the study has implications for attractions that are shared across the borders of southern African countries like Zimbabwe, South Africa and Mozambique, as well as other attractions shared between borders in the global context.

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How to promote a cross‐border region as a tourism destination – the case study of the bug Euroregion

Cited by 7 publications

References 0 publications

UNESCO Transboundary Biosphere Reserves as laboratories of cross-border cooperation for sustainable development of border areas. The case of the Polish–Ukrainian borderland

UNESCO Transboundary Biosphere Reserves as laboratories of cross-border cooperation for sustainable development of border areas. The case of the Polish–Ukrainian borderland

Resource Mapping and Place Branding as a Strategy Approach in an Attempt to Establish Cross-Border Areas of Greece and Albania as Tourism Destinations

Cross-border destination marketing of attractions between borders: the case of Victoria Falls

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