INTERPRETATION AS AN OPPORTUNITY FOR RE-TRANSFORMATION OF MUSEUMS – A SHOWCASE FROM BULGARIA

Abstract

Purpose - The topic of the need for re-transformation of Bulgarian museums is of particular importance for Bulgarian tourism. Destination Bulgaria has an inherited potential to match its direct competitors - Greece and Turkey - in the field of cultural tourism, in its varieties of museum and cognitive tourism. At the same time, however, existing museums are lagging behind the good management and modernization practices that can contribute to their competitiveness. Therefore, the purpose of this study is projected in two widespread beliefs that are typical of modern tourism practice. On the one hand, the satisfaction of tourists and stakeholders in destinations is of paramount importance. The management of competitive advantages must be subordinated to the concept of sustainability, while the tourist deserves the best possible memorable experiences. The other aspect concerns the tourist experience and the fact that more and more tourists are creating their own experiences. In this framework, the focus of research is on museums in Bulgaria, in view of their ability to activate their own networks and resources. Some good practices are presented, which could be multiplied to influence satisfaction with the help of the tools of interpretation. Methodology – The chosen research methodology is in accordance with the formulated research goal. Complex in nature, the methodological apparatus deals primarily with quality methods. In particular, it includes a review of specialized publications on the subject, at the same time using methods of observation, expert evaluation and synthesis. However, at the basis are the case study method and the tools of interpretation. Findings – In the process of globalization, limitation, vulnerability and endangerment of tourist resources, as well as increasing tourist and economic pressure on individual tourist destinations, there will be a growing interest in the opportunities provided by the development and application of interpretation techniques in museums. The studied practices and the conclusions made have their limited significance in the scope of the network of museums in Bulgaria. At the same time, however, any good practice presented is an opportunity for “inspiration”, which is also a universal experience. The findings of this study help to promote the transformation of museums in the development of their services in view of tourist experiences and maintaining sustainability in all its aspects. Contribution – The topic is highly relevant for Bulgaria, because there are still no established practices for applying heritage interpretation, especially in the museums in their capacity of tourist sites. It is of significance for tourism and museum practices in general, taking into account the importance of satisfaction for modern tourists and the need for targeted and planned activities in this respect. Therefore, any scientific development on this topic will contribute to its supplementation and further development.