Ценностите в обществото и университетът на бъдещето във визията за Бранд България
The society values and university of the future in the vision for Brand Bulgaria

Summary/Abstract: The vision for Brand Bulgaria and the University of the Future should be based on the concept of values in society in the digital world in the context of the economy of happiness.The thesis of this study is based on the understanding that values are a fundamental factor in the development of both – the individual and social groups and society as a whole. They significantly determine the relationship between the concept of the “economy of happiness”, influencing the personal life of the individual, their professional realization and the degree to which these aspects are linked to education.From the author’s point of view, a leading value in developed societies should be the well-being and happiness of both the individual and society as a whole, defined through the system of values. In this sense, wellness tourism can be considered as an effective tool for implementing such policy, as well as for establishing a positive tourist image of Bulgaria as a year-round destination.This paper defends the hypothesis that by studying the theory of the economy of happiness, the development of this type of tourism (wellness tourism) can be stimulated as a significant value for the modern consumer, functioning in a stressful and dynamic business environment.

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