Glocalization strategies and current transformations of innovative city tours of Sofia, Bulgaria

Abstract

Research background: The rise of innovative (alternative) guided tours around the world and especially in Europe embody the idea of ‘glocalization’, since these tours and associated new business models (comprising both ‘free’ and paid offers) represent a global phenomenon that utilizes ‘localness’ as a major asset. Therefore, glocalization strategies of the tour providing companies are worth studying and so are the current transformations in their business models. The Bulgarian capital city of Sofia is an appropriate case study area, being recently denoted as an emerging tourist destination on the international scene, with a number of innovative city tours developed over the last years that form a particular aspect of Sofia’s urban experience. Purpose of the article: Building upon a previous study, the paper seeks to uncover glocalization strategies applied and current transformations observed in the innovative city tours of Sofia in terms of COVID-19 induced market change, product development, and delivery system adjustment. Methods: Subjected to analysis are five tour providers selected on the ground of their business models, tour content and market success. The study involves in-depth interviews with company managers and tour guides, personal observations, and information retrieved from social media and websites. Findings & Value added: The study results contribute to better understanding of how global trends are implemented in a local context and reveal the challenges triggered by the current CIVID-19 induced shift of scales from global to local in terms of markets, product development, and service organization.