Връзката между маркетинга на взаимоотношенията и удовлетвореността на туристите
The Relationship Between Relationship Marketing and Tourist Satisfaction

Summary/Abstract: This article examines the relationship between relationship marketing and tourist satisfaction, exploring both the theoretical foundations of the concept and its practical application in the field of tourist animation. In today's highly competitive tourism sector, companies face the challenge of providing not only standardised services but comprehensive experiences that create long-term emotional bonds with customers. In this context, relationship marketing emerges as a strategic tool for building trust, loyalty, and sustainable business models. The study analyses the implementation of relational strategies and CRM policies in „BVS Entertainment” Ltd., based on surveys and interviews conducted during the period 2014–2024. The results reveal that systematic application of relationship marketing leads to increased customer satisfaction, higher repeat consumption, measurable economic impact, and an improved organisational culture. The research confirms that the connection between relationship marketing and tourist satisfaction is multidimensional and inseparable, and that through personalisation, digitalisation, and active consumer dialogue, tourism companies can achieve long-term sustainable competitiveness

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