Измерване на ценности в туристическата политика: дигитални KPI за управление на бранд България
Measuring Values in Tourism Policy: A Digital KPI Framework for Governing Brand Bulgaria

Summary/Abstract: This study examines the transformation of tourism policy measurement in the context of digitalization, arguing for a shift from volume-based indicators toward a multidimensional framework capturing intangible destination value. While traditional metrics such as arrivals, overnight stays, and tourism receipts remain analytically relevant, they are increasingly insufficient for understanding how destinations are discovered, evaluated, and selected within platform-mediated environments. Building on destination branding theory, digital governance literature, and performance measurement frameworks, the paper develops an integrated model for assessing tourism value through digital Key Performance Indicators (KPIs). The proposed framework is structured around five interrelated domains: visibility, engagement, reputation, conversion, and long-term impact. These domains reflect the sequential logic through which digital attention is transformed into tourism demand and territorial value.

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