Бранд България: национална идентичност и гостоприемство в четири сезона
Brand Bulgaria: national identity and hospitality in four seasons

Summary/Abstract: The paper examines “Brand Bulgaria” through the lens of national identity, hospitality, and a four-season tourism model. It analyzes hospitality as a key factor shaping the tourism experience. The study covers various tourism types, including winter, summer, cultural, rural, and eco tourism. It highlights the importance of digital communication and consistent national image. Key challenges such as seasonality and fragmented representation are identified. The paper emphasizes Bulgaria’s potential based on its cultural heritage and natural diversity. It concludes that an integrated branding approach is necessary. The main finding is that authenticity and hospitality are essential for the country’s competitiveness.

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