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TOURISM AND THE NEW REALITY Cover Image

ТУРИЗМЪТ И НОВАТА РЕАЛНОСТ
TOURISM AND THE NEW REALITY

Contributor(s): Viliyan Krastev (Editor), Katina Popova (Editor)
Subject(s): Economy, National Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Business Ethics, Socio-Economic Research, Green Transformation
ISSN: 3033-2877
Published by: Икономически университет - Варна
Keywords: monitoring; tourism ecosystem; sustainable tourism development; artificial intelligence adoption; tourism management
Summary/Abstract: This volume includes peer-reviewed and originality-verified scientific papers authored by Bulgarian and international scholars and experts. The authors bear full responsibility for the views expressed, the data presented, and the sources cited.

  • Page Count: 539
  • Publication Year: 2025
  • Language: English, Bulgarian, Russian
МОНИТОРИНГЪТ НА ТУРИСТИЧЕСКАТА ЕКОСИСТЕМА - НЕОБХОДИМА ПРЕДПОСТАВКА ЗА ПОСТИГАНЕ НА УСТОЙЧИВО РАЗВИТИЕ

МОНИТОРИНГЪТ НА ТУРИСТИЧЕСКАТА ЕКОСИСТЕМА - НЕОБХОДИМА ПРЕДПОСТАВКА ЗА ПОСТИГАНЕ НА УСТОЙЧИВО РАЗВИТИЕ
(MONITORING OF THE TOURISM ECOSYSTEM – A NECESSARY PREREQUISITE FOR ACHIEVING SUSTAINABLE DEVELOPMENT)

  • Author(s):Svetla Rakadzhyiska
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Tourism, Human Resources in Economy, Green Transformation
  • Page Range:13-26
  • No. of Pages:14
  • Keywords:monitoring; tourism ecosystem; AI intelligent adoption; Bulgarian tourism ecosystem management
  • Summary/Abstract:Based on monitored information this research paper emphasizes the need to manage tourism ecosystem through monitoring and AI intelligent adoption. Some suggestions for better management of Bulgarian tourism ecosystem are made.
ТУРБУЛЕНТНАТА НОВА РЕАЛНОСТ: ПРЕДИЗВИКАТЕЛСТВА ПРЕД МЛАДИТЕ КАДРИ В ТУРИЗМА

ТУРБУЛЕНТНАТА НОВА РЕАЛНОСТ: ПРЕДИЗВИКАТЕЛСТВА ПРЕД МЛАДИТЕ КАДРИ В ТУРИЗМА
(THE TURBULENT NEW REALITY: CHALLENGES FOR YOUNG PROFESSIONALS IN TOURISM)

  • Author(s):Katina Popova, Todor Dyankov, Krasimira Yancheva, Ani Popkrasteva, Kosta Kostov, Krasimira Evtimova, Silvia Grudeva, Stiliyan Tsvetkov, Tsvetomir Tsvetkov
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism, Human Resources in Economy
  • Page Range:27-45
  • No. of Pages:19
  • Keywords:turbulence; youth; tourism; labour market; education
  • Summary/Abstract:This paper seeks to systematize the key factors and circumstances that define the turbulent reality of the tourism industry. The challenges of the present compel the educational system to demonstrate the highest possible degree of flexibility and adaptability to the specific characteristics of Generation Z, who are now entering the labour market.
IT-SOLUTIONS AS A DRIVER OF SUSTAINABLE TOURISM DEVELOPMENT IN THE DIGITAL ECONOMY

IT-SOLUTIONS AS A DRIVER OF SUSTAINABLE TOURISM DEVELOPMENT IN THE DIGITAL ECONOMY
(IT-SOLUTIONS AS A DRIVER OF SUSTAINABLE TOURISM DEVELOPMENT IN THE DIGITAL ECONOMY)

  • Author(s):Tetiana Tardaskina
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Tourism, ICT Information and Communications Technologies
  • Page Range:47-55
  • No. of Pages:9
  • Keywords:digital economy; IT solution;, tourism; sustainability; innovation
  • Summary/Abstract:The article explores the theoretical foundations of integrating the concepts of sustainable tourism development and the digital economy, with an emphasis on the role of IT solutions as a catalyst for innovative transformation. The conducted analysis demonstrates that the implementation of IT in the tourism sector enhances the efficiency of ecosystem and cultural heritage preservation, creates new economic opportunities, and fosters the growth of the tourism industry. It is determined that digital platforms, mobile applications, and analytical tools ensure transparency, improve service quality, and increase stakeholder engagement. The objective is to analyze the role of IT as a key driver of sustainable tourism development in the context of the digital economy. The results may serve as a basis for effective strategies of digital transformation in tourism enterprises, integrating economic, environmental, and sociocultural objectives. The practical significance lies in identifying mechanisms for implementing IT solutions in the tourism sector.
ФЕНТЪЗИ ХОТЕЛИТЕ КАТО НОВА РЕВОЛЮЦИЯ В ХОТЕЛИЕРСТВОТО

ФЕНТЪЗИ ХОТЕЛИТЕ КАТО НОВА РЕВОЛЮЦИЯ В ХОТЕЛИЕРСТВОТО
(FANTASY HOTELS AS A NEW REVOLUTION IN HOSPITALITY)

  • Author(s):Galina Ilieva, Mirela Nikolova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:56-65
  • No. of Pages:10
  • Keywords:fantasy hotels; experience-driven; interactive world;, Arcane Spire
  • Summary/Abstract:As experience-driven tourism gains momentum, fantasy hotels are reshaping hospitality by offering immersive, story-based environments. This report examines Arcane Spire – Towers of the Sorcerers, a pioneering fantasy hotel concept that merges mythological themes with advanced technologies like augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and gamification. Moving beyond traditional themed accommodations such as Disney resorts and historic castles, Arcane Spire crafts interactive worlds where guests live personalized narratives through technology-activated quests and magical interactions. The study draws on the experience economy (Gilmore & Pine, 2002), escapism theory (Cohen, 1979), and narrative architecture (Jencks, 2011) to analyze how such innovations respond to the evolving expectations of travelers. Ultimately, the report highlights a paradigm shift: hotels are no longer passive spaces but transformative arenas where visitors assume active roles in unique, tech-enhanced adventures.
ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ КАТО ФАКТОР ЗА ТРАНСФОРМАЦИЯ НА ТУРИСТИЧЕСКИТЕ УСЛУГИ: НОВИ ИЗМЕРЕНИЯ НА ГОСТОПРИЕМСТВОТО

ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ КАТО ФАКТОР ЗА ТРАНСФОРМАЦИЯ НА ТУРИСТИЧЕСКИТЕ УСЛУГИ: НОВИ ИЗМЕРЕНИЯ НА ГОСТОПРИЕМСТВОТО
(ARTIFICIAL INTELLIGENCE AS A FACTOR FOR TOURISM SERVICES’ TRANSFORMATION: NEW DIMENSIONS OF HOSPITALITY)

  • Author(s):Ralitsa Georgieva, Veronika Denizova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Green Transformation
  • Page Range:66-77
  • No. of Pages:12
  • Keywords:Tourism Services; Artificial Intelligence (AI); Hospitality; Tourism
  • Summary/Abstract:The development of artificial intelligence (AI) has an increasing impact on all areas of modern society, including the tourism industry. The current paper explores the application of artificial intelligence as a key factor in the transformation of the tourism services, focusing on its role in creating new dimensions of hospitality. The object of study are the tourism services that shape the modern hospitality. The subject of study is the impact of artificial intelligence as part of the digitalization and industry 5.0, related not only to automation, but also to the collaboration between people and technology, personalization, ethics and sustainability in the supply of the tourism services. Advantages and challenges related to the implementation of AI are outlined, including issues of ethics, human contact and digital security. As a result, findings are made related to artificial intelligence, which not only changes the way tourism services are offered, but also imposes a new paradigm in the understanding of hospitality – more intelligent, adaptive and custom-oriented.
ТУРИСТИЧЕСКИ АГЕНЦИИ ОТ СЛЕДВАЩО ПОКОЛЕНИЕ: ИЗПОЛЗВАНЕ НА ТЕХНОЛОГИИ ЗА ПЕРСОНАЛИЗИРАНИ И АНГАЖИРАЩИ ТУРИСТИЧЕСКИ ПРЕЖИВЯВАНИЯ

ТУРИСТИЧЕСКИ АГЕНЦИИ ОТ СЛЕДВАЩО ПОКОЛЕНИЕ: ИЗПОЛЗВАНЕ НА ТЕХНОЛОГИИ ЗА ПЕРСОНАЛИЗИРАНИ И АНГАЖИРАЩИ ТУРИСТИЧЕСКИ ПРЕЖИВЯВАНИЯ
(NEXT GENERATION TRAVEL AGENCIES: USING TECHNOLOGY FOR PERSONALIZED AND ENGAGING TRAVEL EXPERIENCES)

  • Author(s):Lyubomira Todorova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:78-84
  • No. of Pages:7
  • Keywords:travel agencies; innovation; innovative approaches; artificial intelligence; UGC
  • Summary/Abstract:In response to the dynamically changing tourism industry, travel agencies are adopting innovative approaches in line with changing consumer demands and technological advancements. This paper aims to examine the innovative technologies implemented by TAs that are transforming the sector, focusing on the integration of artificial intelligence (AI), the adoption of sustainable practices, the implementation of subscription-based models, the use of user-generated content (UGC) and an emphasis on travel experiences. Based on international and Bulgarian sources, the analysis highlights the importance of innovation in increasing operational efficiency, customer engagement and competitiveness in the tourism market.
РЕВОЛЮЦИЯ В ТУРИЗМА: ИЗКУСТВЕН ИНТЕЛЕКТ (ИИ) И ИНДУСТРИЯ 5.0 ЗА УСТОЙЧИВА ТРАНСФОРМАЦИЯ

РЕВОЛЮЦИЯ В ТУРИЗМА: ИЗКУСТВЕН ИНТЕЛЕКТ (ИИ) И ИНДУСТРИЯ 5.0 ЗА УСТОЙЧИВА ТРАНСФОРМАЦИЯ
(TOURISM REVOLUTION: AI AND INDUSTRY 5.0 FOR SUSTAINABLE TRANSFORMATION)

  • Author(s):Violeta Bashova
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism, ICT Information and Communications Technologies
  • Page Range:85-97
  • No. of Pages:13
  • Keywords:tourism; AI, industry 5.0; transformation; future development; human-centered industry
  • Summary/Abstract:A new era of technological development is emerging in the dynamic tourism industry. The new revolution - Industry 5.0 puts people at the center of innovation, combining artificial intelligence, robotics and sustainable technologies. The main approaches of these technologies are the automation of processes and the personalization of experiences, contributing to sustainability, which is expressed in the efficient management of resources and the reduction of the ecological footprint. Despite the potential benefits, the innovations under consideration also have their challenges in the face of high implementation costs, the need to balance human presence with automation, and ethical human issues. Industry 5.0 has the potential to transform tourism, combining technological advances and a humane approach, leading to more sustainable and innovative travel in the future.
ИНДУСТРИЯ 5.0 И БЪДЕЩЕТО НА ТУРИСТИЧЕСКИТЕ УСЛУГИ: СИНЕРГИЯ МЕЖДУ AI И ЧОВЕШКИЯ ФАКТОР

ИНДУСТРИЯ 5.0 И БЪДЕЩЕТО НА ТУРИСТИЧЕСКИТЕ УСЛУГИ: СИНЕРГИЯ МЕЖДУ AI И ЧОВЕШКИЯ ФАКТОР
(INDUSTRY 5.0 AND THE FUTURE OF TOURISM SERVICES: SYNERGY BETWEEN AI AND THE HUMAN FACTOR)

  • Author(s):Agnes Bacheva
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism, Human Resources in Economy, ICT Information and Communications Technologies
  • Page Range:98-106
  • No. of Pages:9
  • Keywords:Industry 5.0; artificial intelligence; tourism services; human factor; synergy
  • Summary/Abstract:The article explores Industry 5.0 as a transformative paradigm for tourism, emphasizing a balanced integration between artificial intelligence (AI) and human interaction. It highlights how AI-driven technologies can enhance personalized tourist services, improve operational efficiency, and elevate customer experiences. The paper discusses the critical role of human creativity, empathy, and adaptability, which remain irreplaceable in the sector. By analyzing current trends and successful industry examples, the study identifies key synergies, opportunities, and ethical challenges arising from the collaboration between AI and the human factor. Finally, the paper outlines strategic directions for sustainable and human-centered tourism services in the context of Industry 5.0.
THE ROLE OF TECHNOLOGY IN CONTEMPORARY TOURISM: BETWEEN CONVENIENCE AND CHALLENGES

THE ROLE OF TECHNOLOGY IN CONTEMPORARY TOURISM: BETWEEN CONVENIENCE AND CHALLENGES
(THE ROLE OF TECHNOLOGY IN CONTEMPORARY TOURISM: BETWEEN CONVENIENCE AND CHALLENGES)

  • Author(s):Simona Georgieva
  • Language:English
  • Subject(s):Economy, National Economy, Tourism, ICT Information and Communications Technologies, Business Ethics
  • Page Range:107-116
  • No. of Pages:10
  • Keywords:artificial intelligence; digitalization; user preference; personalized offers; innovation in tourism
  • Summary/Abstract:Over the past few decades, the travel and tourism sector has experienced significant effects from the influence of cutting-edge technologies. Besides simplifying the service management process, digitalization has also revolutionized how tourists plan, enjoy, and narrate their travels. At present journey is entirely transformed by high-tech solutions which offer rational decision-making, tailored and more impactful experiences to tourists. Despite the clear and compelling benefits these advancements provide, their implementation also raises some intricate questions. The broad adoption of technology platforms may induce a feeling of alienation from the tangible environment or cause cognitive overload in users due to excessive informational input. This paper aims to assess how digital adoption advances tourism without sacrificing the genuineness of the visitor experience.
NEW WAYS TO LEARN INDEPENDENTLY: THE ROLE OF AI IN AUTONOMOUS LANGUAGE LEARNING IN TOURISM

NEW WAYS TO LEARN INDEPENDENTLY: THE ROLE OF AI IN AUTONOMOUS LANGUAGE LEARNING IN TOURISM
(NEW WAYS TO LEARN INDEPENDENTLY: THE ROLE OF AI IN AUTONOMOUS LANGUAGE LEARNING IN TOURISM)

  • Author(s):Galina Petrova
  • Language:English
  • Subject(s):Language studies, Language and Literature Studies, Foreign languages learning, Applied Linguistics
  • Page Range:117-125
  • No. of Pages:9
  • Keywords:AI; autonomous learning; key competence; learning process; tool
  • Summary/Abstract:Artificial intelligence (AI) fundamentally changes autonomous learning by supporting individual learning processes, providing personalized content, and creating adaptive learning environments. Through intelligent algorithms, AI can analyze learning progress, provide targeted feedback, and dynamically adapt learning materials to learners’ needs and abilities. AI implication creates a new form of self-directed learning that works independently of fixed curricula and traditional teaching structures. This article sheds light on AI’s role as a companion and promoter of independent language learning. In addition to the numerous advantages, challenges are also considered. Finally, the discussion outlines the meaningful integration of AI in education and language learning by staff in tourism.
СМАРТ ТУРИЗЪМ НА НИВО ОБЩИНА: ПРИМЕРЪТ НА ОБЩИНА БУРГАС

СМАРТ ТУРИЗЪМ НА НИВО ОБЩИНА: ПРИМЕРЪТ НА ОБЩИНА БУРГАС
(SMART TOURISM AT THE MUNICIPALITY LEVEL: THE EXAMPLE OF BURGAS MUNICIPALITY)

  • Author(s):Elena Ilieva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
  • Page Range:127-137
  • No. of Pages:11
  • Keywords:smart tourism; smart technologies; smart destination; Burgas municipality
  • Summary/Abstract:This study investigates the application of smart tourism at the municipal level, with a focus on the case of Burgas Municipality. The research concentrates on the conceptual framework of smart cities, characterized by key dimensions such as intelligent technologies, socio-economic and environmental sustainability, and urban governance. Particular attention is given to the integration of advanced digital tools—mobile applications, integrated smart platforms and the Internet of Things (IoT)—as catalysts for the evolution of smart tourism. The analysis identifies the core components of smart destinations, structured around smart technologies, human and business capital, and destination development. Empirical insights are provided through the examination of Burgas’s urban digital platform, which enables real-time monitoring and links to the GotoBurgas tourism portal.
ТУРИСТИЧЕСКА УПОТРЕБА НА ПРОБЛЕМНОТО КУЛТУРНО НАСЛЕДСТВО В БЪЛГАРИЯ: СРАВНЕНИЕ НА СТУДЕНТСКИТЕ НАГЛАСИ ОТНОСНО ОСМАНСКОТО И КОМУНИСТИЧЕСКОТО НАСЛЕДСТВО

ТУРИСТИЧЕСКА УПОТРЕБА НА ПРОБЛЕМНОТО КУЛТУРНО НАСЛЕДСТВО В БЪЛГАРИЯ: СРАВНЕНИЕ НА СТУДЕНТСКИТЕ НАГЛАСИ ОТНОСНО ОСМАНСКОТО И КОМУНИСТИЧЕСКОТО НАСЛЕДСТВО
(TOURIST UTILIZATION OF PROBLEMATIC CULTURAL HERITAGE IN BULGARIA: COMPARISON OF STUDENTS’ VIEWS REGARDING OTTOMAN AND COMMUNIST HERITAGE)

  • Author(s):Elka Dogramadzhieva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism
  • Page Range:138-146
  • No. of Pages:9
  • Keywords:contested heritage; dissonant heritage; perceptions
  • Summary/Abstract:The paper presents preliminary results from a survey on students’ views regarding the tourist utilization of Ottoman and communist heritage in Bulgaria. These two types of heritage are classified as "problematic" because they are perceived ambivalently within society and generate tensions and conflicts arising from existing disputes over their meaning and value. The survey was conducted between December 2020 and April 2025 using two separate online questionnaires, completed by a total of 549 respondents – Bulgarian students enrolled in various academic fields, mostly at universities in Bulgaria but also abroad. The paper offers a comparative analysis of how students perceive Ottoman and communist heritage in general, what their personal associations with it are, and the extent to which its use for tourism purposes is supported.
УСТОЙЧИВО РАЗВИТИЕ И СТРАТЕГИЧЕСКА ИНОВАЦИЯ В ХОТЕЛИЕРСКАТА ИНДУСТРИЯ – ИНТЕГРИРАН МОДЕЛ ЗА ПО-ЗЕЛЕНО БЪДЕЩЕ

УСТОЙЧИВО РАЗВИТИЕ И СТРАТЕГИЧЕСКА ИНОВАЦИЯ В ХОТЕЛИЕРСКАТА ИНДУСТРИЯ – ИНТЕГРИРАН МОДЕЛ ЗА ПО-ЗЕЛЕНО БЪДЕЩЕ
(SUSTAINABLE DEVELOPMENT AND INTELLIGENT SPECIALIZATION IN THE HOTEL INDUSTRY - INTEGRATED MODEL FOR A GREENER FUTURE)

  • Author(s):Ivanka Lulcheva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Business Ethics, Green Transformation
  • Page Range:147-155
  • No. of Pages:9
  • Keywords:hotel industry; intelligent specialisation; sustainable green practices; environmental; evaluation
  • Summary/Abstract:The global hotel industry, a cornerstone of the tourism sector, faces increasing pressure to adopt sustainable practices amid growing environmental concerns and rising consumer demand for eco-conscious travel. Simultaneously, intelligent specialisation—strategic innovation aligned with regional strengths—offers a roadmap for hotels to differentiate themselves. This article explores and demonstrates an integrated model of a system of criteria that outlines the main methodological framework for characterising and adapting to sustainable development in the hospitality industry, as well as the opportunities for implementing strategic innovations and sustainable practices based on available objective data from a specific region or municipality. Adapting and integrating sustainability with smart, targeted innovations can support the hospitality sector in the future.
СЪБИТИЕН ТУРИЗЪМ В СЪОТВЕТСТВИЕ С КОНЦЕПЦИЯТА УСТОЙЧИВО РАЗВИТИЕ

СЪБИТИЕН ТУРИЗЪМ В СЪОТВЕТСТВИЕ С КОНЦЕПЦИЯТА УСТОЙЧИВО РАЗВИТИЕ
(EVENT TOURISM IN ACCORDANCE WITH THE CONCEPT OF SUSTAINABLE DEVELOPMENT)

  • Author(s):Petya Ivanova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Business Ethics, Green Transformation
  • Page Range:156-167
  • No. of Pages:12
  • Keywords:sustainable development; event management; tourism
  • Summary/Abstract:In the specialized literature dedicated to event tourism, its role in the formation, consolidation and articulation of destination identity has been proven. In this regard, the potential of events to become transformative tools is a logical continuation, since they can help express identities, then they can also be used when a conscious change of identities is necessary. The main research objective is to examine and present the challenges and opportunities facing the planning and implementation of event tourism, in accordance with the principles of sustainability. The results of the study refute the opinion that the nature of events is incompatible with sustainability. The thesis regarding the possibility of events being sustainable and at the same time increasing the quality of the experience is confirmed. Guidelines for the creation and implementation of sustainable events and the implementation of sustainable event tourism are outlined. A significant place in the study are also the questions regarding tourists' awareness of social and environmental influences and the way of perception and attitude towards sustainable events.
СЪВРЕМЕННИ ИЗМЕРЕНИЯ НА ЕКОЛОГИЧНАТА УСТОЙЧИВОСТ В ТУРИЗМА

СЪВРЕМЕННИ ИЗМЕРЕНИЯ НА ЕКОЛОГИЧНАТА УСТОЙЧИВОСТ В ТУРИЗМА
(MODERN DIMENSIONS OF ECOLOGICAL SUSTAINABILITY IN TOURISM)

  • Author(s):Vanya Vasileva, Dora Kabakchieva
  • Language:Bulgarian
  • Subject(s):Economy, Supranational / Global Economy, Business Economy / Management, Tourism, Business Ethics, Green Transformation
  • Page Range:168-177
  • No. of Pages:10
  • Keywords:tourism; sustainable development; natural tourism resources; environmental sustainability; ecotourism
  • Summary/Abstract:At the current stage of its development, tourism is exerting an increasingly tangible pressure on the environment and the tourism resources on which it is based. It is no longer considered a harmless and environmentally friendly industry. In this regard, in recent years, the issue of sustainable development of the tourism industry has become increasingly relevant. This report focuses on achieving environmental sustainability in tourism. The World Economic Forum's assessments of tourism development given to 119 countries from all world regions and subregions were used as its measure. This report makes a comparative analysis of the assessments given under 2 indicators - "natural tourism resources" and "environmental sustainability". The comparison concerns countries, regions and their assessments. Based on the comparative analysis, conclusions have been drawn regarding sustainable tourism development in its ecology and environmental aspects.
THE ROLE OF SOCIAL FARMING IN THE DEVELOPMENT OF EDUCATIONAL TOURISM: LEARNING THROUGH EXPERIENCE IN THE CONTEXT OF FARMING ORGANIZATIONS

THE ROLE OF SOCIAL FARMING IN THE DEVELOPMENT OF EDUCATIONAL TOURISM: LEARNING THROUGH EXPERIENCE IN THE CONTEXT OF FARMING ORGANIZATIONS
(THE ROLE OF SOCIAL FARMING IN THE DEVELOPMENT OF EDUCATIONAL TOURISM: LEARNING THROUGH EXPERIENCE IN THE CONTEXT OF FARMING ORGANIZATIONS)

  • Author(s):Violetka Zheleva, Elena Gospodinova
  • Language:English
  • Subject(s):Social Sciences, Economy, Education, Agriculture, Tourism
  • Page Range:178-187
  • No. of Pages:10
  • Keywords:case studies; education tourism; experiences farm-based training organizations; social agriculture
  • Summary/Abstract:This study investigates the connection between social agriculture and educational tourism, focusing on survivor learning within the framework of farm organizations. Using a mixed methods approach with case studies in Bulgaria and Europe, explore how social agriculture improves learning through immersive experiences. The research goals to identify the best practices, challenges and policy recommendations for stakeholders. The next methods were used in this scientific article: a mixed methods combining both quantitative and qualitative evaluation and an empirical case study research conducted in Bulgaria and Europe. Expected results include a comprehensive understanding of social agriculture's contribution to educational tourism and its potential for rural development. This research emphasizes the training role in sustainability, cultural preservation and economic growth in rural areas.
КРЕАТИВЕН ТУРИЗЪМ ЧРЕЗ УСТОЙЧИВА ТРАНСФОРМАЦИЯ

КРЕАТИВЕН ТУРИЗЪМ ЧРЕЗ УСТОЙЧИВА ТРАНСФОРМАЦИЯ
(CREATIVE TOURISM THROUGH SUSTAINABLE TRANSFORMATION)

  • Author(s):Nadezhda Ilieva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Green Transformation
  • Page Range:188-196
  • No. of Pages:9
  • Keywords:creative tourism; sustainable development; innovation and digitalization; transformation; creative experiences
  • Summary/Abstract:Creative tourism is an innovative way of experiencing travel that encourages the active participation of visitors in cultural and artistic events. In response to global challenges for sustainable development, this tourism model offers an alternative to mass tourism practices by preserving cultural heritage, supporting local communities and limiting the ecological footprint. The study explores the relationship between creative tourism and the sustainable transformation of tourism offerings in the sector. Key tools in creating creative experiences are digital technologies and innovative forms of cultural exchange. Joint efforts between the public and private sectors, as well as the engagement of tourists, are the basis for the sustainable transformation of consumer demand and supply through creative tourism. Recommendations are offered for destination planning, engagement of local communities and development of innovative tourism products. This study addresses the lack of clarity regarding how creative tourism contributes to the sustainable transformation of tourism destinations without compromising cultural authenticity and social equity. The main objective is to explore the mechanisms through which creative tourism practices can integrate sustainability principles while fostering innovation, local engagement, and cultural preservation.
ПОВЕДЕНЧЕСКИ МОДЕЛИ НА ТУРИСТИТЕ: ГОТОВНОСТ ЗА УСТОЙЧИВ ИЗБОР ПРИ ПЪТУВАНИЯ

ПОВЕДЕНЧЕСКИ МОДЕЛИ НА ТУРИСТИТЕ: ГОТОВНОСТ ЗА УСТОЙЧИВ ИЗБОР ПРИ ПЪТУВАНИЯ
(TOURIST BEHAVIOURAL PATTERNS: READINESS FOR SUSTAINABLE TRAVEL CHOICES)

  • Author(s):Lilly Stanoeva
  • Language:Bulgarian
  • Subject(s):Economy, Marketing / Advertising, Tourism, Socio-Economic Research
  • Page Range:197-209
  • No. of Pages:13
  • Keywords:sustainable travel; responsible tourism; tourists’ behaviour
  • Summary/Abstract:This study examines the behaviour of tourists when visiting cultural sites and their willingness to make sustainable choices during their travels. The focus is on the behavioural patterns of visitors to the Rila Monastery as a tourist attraction, aiming to identify key drivers and barriers to responsible tourism behaviour. The research addresses questions such as: To what extent are tourists aware of and follow the principles of responsible tourism? What factors influence their sustainable or unsustainable behaviour? Would they be willing to pay more for services that contribute to the sustainability of the destination? The methodology includes a survey of tourists and visitors to the monastery, regardless of nationality or age. The findings are expected to offer insights into how visitors perceive and apply responsible tourism practices during their stay. This research will contribute empirical data to the scientific debate and serve as a foundation for developing strategies to promote more sustainable practices in popular cultural destinations in Bulgaria.
УСТОЙЧИВ ТУРИСТИЧЕСКИ ОБРАЗ НА ОБЩИНА ВАРНА ПО ЛИНИЯ НА ПРОДАЖБИТЕ НА СПЕЦИАЛНИ СЪБИТИЯ

УСТОЙЧИВ ТУРИСТИЧЕСКИ ОБРАЗ НА ОБЩИНА ВАРНА ПО ЛИНИЯ НА ПРОДАЖБИТЕ НА СПЕЦИАЛНИ СЪБИТИЯ
(SUSTAINABLE TOURIST IMAGE OF VARNA MUNICIPALITY THROUGH SPECIAL EVENTS SALE GROWTH)

  • Author(s):Hristina Santana, Vladimir Pernikov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Green Transformation
  • Page Range:210-222
  • No. of Pages:13
  • Keywords:special events; tourist image; sustainability
  • Summary/Abstract:A key tool to increase the tourist attractiveness and create a sustainable tourist image of Varna Municipality is the development and raise of sale of special events – festivals, cultural events, sports competitions and business forums. The current study aims to follow the progress and analyze the number, type and importance of special events to frame a sustainable tourist image of Varna Municipality. The authors unite around the idea that they not only enrich the tourist experience, but also contribute to the economic growth, social development and environmental sustainability of the city. Good practices, challenges and opportunities for the development of event tourism will be examined, as well as their impact on the local economy, culture and society.
ДОБРИ ПРАКТИКИ ЗА УСТОЙЧИВО РАЗВИТИЕ НА ТУРИСТИЧЕСКИТЕ АГЕНЦИИ

ДОБРИ ПРАКТИКИ ЗА УСТОЙЧИВО РАЗВИТИЕ НА ТУРИСТИЧЕСКИТЕ АГЕНЦИИ
(GOOD PRACTICES FOR SUSTAINABLE DEVELOPMENT OF TRAVEL AGENCIES)

  • Author(s):Hristina Petrova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Green Transformation
  • Page Range:223-230
  • No. of Pages:8
  • Keywords:sustainable tourism; travel agents; green practices; ecotourism
  • Summary/Abstract:The article takes a look at several good practices that travel agencies around the world use in order to achieve and improve their sustainable development. Nowadays more and more tourists appreciate the need of responsible travelling so the agencies, as a main supplier in the travel chain, must be up to date with the trends that form and develop the sustainable tourism. The main purpose for each travel agency is to create and to offer competitive and contemporary product and the sustainable tourism becomes a key point at their activity.
ОПЫТ И ПЕРСПЕКТИВЫ ПРОСТРАНСТВЕННОГО РАЗВИТИЯ ТУРИЗМА В РОССИЙСКОЙ ФЕДЕРАЦИИ

ОПЫТ И ПЕРСПЕКТИВЫ ПРОСТРАНСТВЕННОГО РАЗВИТИЯ ТУРИЗМА В РОССИЙСКОЙ ФЕДЕРАЦИИ
(EXPERIENCE AND PROSPECTS OF SPATIAL DEVELOPMENT OF TOURISM IN THE RUSSIAN FEDERATION)

  • Author(s):Tatiana Isachenko
  • Language:Russian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism
  • Page Range:232-237
  • No. of Pages:6
  • Keywords:tourist-recreational territories; legal framework of the Russian Federation; spatial development of tourism
  • Summary/Abstract:Creating conditions for the development of tourism and expansion of recreational activities through the improvement of the legal framework is one of the main objectives of the Tourism Development Strategy in the Russian Federation until 2035. In addition to recreational lands, the lands of protected natural areas have been actively involved in the development of tourism and recreation over the past five years. Legal restrictions on the development of tourist-recreational infrastructure within national parks, natural parks and even nature reserves are gradually being removed. The lands of historic-cultural purpose are considered as promising territories: historic-cultural reserves, historical settlements and museum-reserves. The implementation of recreational activities is not legislatively fixed within their boundaries, but for museum-reserves the creation of conditions for tourism activities is declared. Tourist-recreational special economic zones are created for the priority development of tourism and recreation.
РАЗВИТИЕ ТУРИЗМА В СРЕДИЗЕМНОМОРСКОМ ГОРОДЕ МЕРСИН (ТУРЦИЯ): ПЕРСПЕКТИВЫ И ОГРАНИЧЕНИЯ

РАЗВИТИЕ ТУРИЗМА В СРЕДИЗЕМНОМОРСКОМ ГОРОДЕ МЕРСИН (ТУРЦИЯ): ПЕРСПЕКТИВЫ И ОГРАНИЧЕНИЯ
(TOURISM DEVELOPMENT IN THE MEDITERRANEAN CITY OF MERSIN (TURKEY): PROSPECTS AND LIMITATIONS)

  • Author(s):Irina Kondrateva
  • Language:Russian
  • Subject(s):Economy, Business Economy / Management, Micro-Economics, Tourism
  • Page Range:238-248
  • No. of Pages:11
  • Keywords:tourism development; Mersin; Turkish Republic; Russian-speaking residents; environmental challenges
  • Summary/Abstract:The purpose of the study is to identify the prospects and limitations of tourism development in the Mediterranean city of Mersin according to Russian-speaking residents of the Turkish destination.
МАЛКИТЕ ЛИТЕРАТУРНИ ПРОСТРАНСТВА – СЪЩНОСТ, КОНЦЕПЦИИ И ПОТЕНЦИАЛ КАТО ТУРИСТИЧЕСКИ РЕСУРСИ

МАЛКИТЕ ЛИТЕРАТУРНИ ПРОСТРАНСТВА – СЪЩНОСТ, КОНЦЕПЦИИ И ПОТЕНЦИАЛ КАТО ТУРИСТИЧЕСКИ РЕСУРСИ
(SMALL-SCALE LITERARY SPACES – ESSENCE, CONCEPTS, AND POTENTIAL AS TOURISM RESOURCES)

  • Author(s):Milen Penerliev
  • Language:Bulgarian
  • Subject(s):History, Economy, Cultural history, Micro-Economics, Marketing / Advertising, Tourism, Socio-Economic Research
  • Page Range:249-262
  • No. of Pages:14
  • Keywords:small-scale literary spaces; cultural tourism; meaningful travel; literary heritage; tourism innovation
  • Summary/Abstract:This paper aims to define the concept of “small-scale literary spaces” in the context of the tourism sector. Beyond the attempt to formulate a working definition, the article analyzes their characteristics and tourism potential. This is done by adapting established theoretical frameworks such as the “geography of images,” “places of meaning“, “meaningful travel”, transformative travel, and the “experience economy.” The article proposes a new perspective on an alternative form of tourism, which we refer to as “tourism of meaning.” Examples of good practices in the utilization of small-scale literary spaces as tourism resources are presented. These spaces are further situated within the broader hierarchy of cultural tourism and its branches, including literary, memorial, educational tourism, and others.
КЛАСИФИКАЦИЯ НА ТУРИСТИЧЕСКИТЕ РЕСУРСИ ПО ПРОЕКТ № 07–23 "ИНТЕРАКТИВНА КАРТА НА ТУРИСТИЧЕСКИ РАЙОН ТРАКИЯ“

КЛАСИФИКАЦИЯ НА ТУРИСТИЧЕСКИТЕ РЕСУРСИ ПО ПРОЕКТ № 07–23 "ИНТЕРАКТИВНА КАРТА НА ТУРИСТИЧЕСКИ РАЙОН ТРАКИЯ“
(CLASSIFICATION OF TOURIST RESOURCES UNDER PROJECT No. 07–23 “INTERACTIVE MAP OF THE TOURIST REGION THRACE”)

  • Author(s):Tanya Yoncheva, Pelo Mihaylov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, ICT Information and Communications Technologies, Green Transformation
  • Page Range:263-275
  • No. of Pages:13
  • Keywords:tourist resources; genetic typology
  • Summary/Abstract:The article discusses tourist resources located in the Trakia Tourist Region, which was established in 2015 in the “Concept for the Tourist Regionalization of Bulgaria”. They could potentially or actually be included in the project “Interactive map of the Trakia Tourist Region (agritourism, local culture and traditions)” at the Agricultural University of Plovdiv. The resources subject to the study are systematized according to the basic classifications (typologies) of tourist resources accepted in theory. Based on classification, some conclusions have been drawn about the specificity of the analyzed resources and their potential to attract tourists.
ГАСТРОНОМИЧЕСКИЯТ ТУРИЗЪМ: КУЛТУРНИ И ИКОНОМИЧЕСКИ ИЗМЕРЕНИЯ НА МЕСТНАТА КУХНЯ И КУЛИНАРИЯТА

ГАСТРОНОМИЧЕСКИЯТ ТУРИЗЪМ: КУЛТУРНИ И ИКОНОМИЧЕСКИ ИЗМЕРЕНИЯ НА МЕСТНАТА КУХНЯ И КУЛИНАРИЯТА
(GASTRONOMIC TOURISM: CULTURAL AND ECONOMIC DIMENSIONS OF LOCAL CUISINE AND CULINARY ARTS)

  • Author(s):Marianna Svetlozarova Aleksandrova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Green Transformation
  • Page Range:276-286
  • No. of Pages:11
  • Keywords:gastronomic tourism; cuisine; culinary arts; local gastronomy
  • Summary/Abstract:The article examines gastronomic tourism as a key segment of specialized tourism, where local cuisine functions both as cultural heritage and an economic resource. It clarifies the distinctions between “cuisine,” “culinary arts,” and “gastronomy,” emphasizing their strategic role in destination branding and sustainable development. The analysis of market data and cultural practices demonstrates that gastronomy is not only a tourist attraction but also a tool for cultural diplomacy and the construction of a positive international image.
MAIN TRENDS IN PUBLIC ATTITUDES TOWARDS DOMESTIC LEISURE TOURISM: THE CASE STUDY OF NORTHEASTERN REGION IN BULGARIA

MAIN TRENDS IN PUBLIC ATTITUDES TOWARDS DOMESTIC LEISURE TOURISM: THE CASE STUDY OF NORTHEASTERN REGION IN BULGARIA
(MAIN TRENDS IN PUBLIC ATTITUDES TOWARDS DOMESTIC LEISURE TOURISM: THE CASE STUDY OF NORTHEASTERN REGION IN BULGARIA)

  • Author(s):Marina Raykova
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:287-293
  • No. of Pages:7
  • Keywords:domestic tourism; leisure tourism; public attitudes; Northeast region; Bulgaria
  • Summary/Abstract:Tourism is a key sector in the Bulgarian economy. Domestic tourism is a basic part of it. During the COVID-19 pandemic, it proved its importance in overcoming the consequences. The current paper aims to present the main trends in public attitudes of the Northeastern region residents toward domestic leisure tourism in Bulgaria. Data from a national representative survey is used and a statistical analysis using different indicators is performed. The results show the number of Northeastern residents that practice domestic leisure tourism and the main reasons for that. Conclusions and recommendations are given at the end.
ПАЗАРЕН ДЯЛ И ИКОНОМИЧЕСКО ЗНАЧЕНИЕ НА ТЕНДЕНЦИИТЕ В СПОРТНИЯ ТУРИЗЪМ

ПАЗАРЕН ДЯЛ И ИКОНОМИЧЕСКО ЗНАЧЕНИЕ НА ТЕНДЕНЦИИТЕ В СПОРТНИЯ ТУРИЗЪМ
(MARKET SHARE AND ECONOMIC SIGNIFICANCE OF TRENDS IN SPORTS TOURISM)

  • Author(s):Dimitar Dimitrov
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism
  • Page Range:294-303
  • No. of Pages:10
  • Keywords:sports tourism; economic importance; sports industry; targeted policies; trends
  • Summary/Abstract:This study aims to analyse the dynamics of the global sports tourism market, which in 2022 registered significant growth, reaching 587.87 billion USD, and is projected to grow at a compound annual growth rate (CAGR) of 17.5% until 2030. The methodological approach of the study includes a combination of quantitative and qualitative methods, as well as a systematic analysis of the scientific literature, in order to comprehensively study the factors influencing the development of the sector. The analysis focuses on key determinants, including economic incentives, government policies and the increasing participation of women in professional sports. Particular attention is paid to the impact of the COVID-19 pandemic on the industry, as well as the recovery processes after the global crisis. The results of the study provide valuable guidance for the future development of the sector, outlining its main structural characteristics and trends. Sports tourism is establishing itself as a strategic economic segment with high potential for sustainable development, supported by global progress in the sports industry, technological innovations and targeted government policies.
СЪЩНОСТ, ОСОБЕНОСТИ И ЗНАЧЕНИЕ НА СПОРТНИЯ ТУРИЗЪМ

СЪЩНОСТ, ОСОБЕНОСТИ И ЗНАЧЕНИЕ НА СПОРТНИЯ ТУРИЗЪМ
(ESSENCE, FEATURES, AND SIGNIFICANCE OF SPORTS TOURISM)

  • Author(s):Zhivko Gospodinov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism
  • Page Range:304-313
  • No. of Pages:10
  • Keywords:sports tourism; essence; emergence; features; importance
  • Summary/Abstract:This study aims to provide an in-depth analysis of sports tourism as a key factor in the development of the tourism industry. The primary focus is on defining the essence, features, and significance of sports tourism, examining the interaction between sport and tourism and their role in transforming travel into sporting experiences. The methodological approach involves a systematic analysis of existing scientific literature and an integrative technique based on the synthesis and critical review of previous research. As a result of the conducted study, the main structural components and specific characteristics of sports tourism have been identified, which determine its increasing role as a driver of economic development and the competitiveness of tourist destinations.
ПРОФЕСИОНАЛНОТО РАЗВИТИЕ В ОБЛАСТТА НА КУЛТУРНОТО НАСЛЕДСТВО: ПРЕДИЗВИКАТЕЛСТВА И ПЕРСПЕКТИВИ

ПРОФЕСИОНАЛНОТО РАЗВИТИЕ В ОБЛАСТТА НА КУЛТУРНОТО НАСЛЕДСТВО: ПРЕДИЗВИКАТЕЛСТВА И ПЕРСПЕКТИВИ
(PROFESSIONAL DEVELOPMENT IN THE FIELD OF CULTURAL HERITAGE: CHALLENGES AND PROSPECTS)

  • Author(s):Vera Nikolova, Mariana Assenova, Sonia Mileva
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Supranational / Global Economy, Micro-Economics, Tourism
  • Page Range:315-326
  • No. of Pages:12
  • Keywords:cultural heritage; professional training; knowledge; skills; expectations
  • Summary/Abstract:The professional training and career development of cultural heritage professionals play a key role in the effective management and sustainable development of tourism. In this regard, a study was conducted between April and August 2024 to analyze the opinions of employees in various cultural institutions, including the public, non-governmental and educational sectors, on the opportunities and challenges in their professional development. The study is based on a combined methodological approach, including an online survey with a pre-developed questionnaire and field research with semi-structured interviews. This approach provides a deeper insight into the free answers of the respondents, allowing a more complete understanding of the specific needs and expectations of professionals. The paper presents the main findings of the research, with an emphasis on the assessment of the knowledge and skills of professionals, as well as on the key challenges for training and career development in the field of cultural heritage.
ОТ ВЕКОВНИ ТРАДИЦИИ КЪМ МОДЕРНИ СПА КОНЦЕПЦИИ: ТЕРМАЛНИЯТ ТУРИЗЪМ В БЪЛГАРИЯ

ОТ ВЕКОВНИ ТРАДИЦИИ КЪМ МОДЕРНИ СПА КОНЦЕПЦИИ: ТЕРМАЛНИЯТ ТУРИЗЪМ В БЪЛГАРИЯ
(FROM CENTURIES-OLD TRADITIONS TO MODERN SPA CONCEPTS: THERMAL TOURISM IN BULGARIA)

  • Author(s):Elenita Velikova
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Micro-Economics, Tourism
  • Page Range:327-337
  • No. of Pages:11
  • Keywords:thermal tourism; Bulgaria; tradition; innovation
  • Summary/Abstract:Thermal tourism in Bulgaria has deep historical roots, dating back to ancient times when Thracians, Romans, and Byzantines used the mineral springs for healing and relaxation purposes. Today, the country boasts a rich resource of thermal waters, which serve as a foundation for the development of modern spa and balneotherapy centers. This article explores the link between traditional balneological practices and contemporary innovations in the sector. It analyzes the legal framework, sustainable development strategies, and the implementation of new technologies in Bulgaria’s thermal destinations. The study highlights the challenges and opportunities facing Bulgaria as a competitive spa and wellness destination in Europe. Best practices are reviewed, and recommendations are offered to enhance the country’s international visibility through thermal tourism.
КЛЮЧОВИ ПОСЛАНИЯ И МОДЕЛИ В ПЪБЛИК РИЛЕЙШЪНС В ТУРИЗМА

КЛЮЧОВИ ПОСЛАНИЯ И МОДЕЛИ В ПЪБЛИК РИЛЕЙШЪНС В ТУРИЗМА
(KEY MESSAGES AND MODELS IN PUBLIC RELATIONS IN TOURISM)

  • Author(s):Mariana Ianeva, Veselina Portarska
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:338-346
  • No. of Pages:9
  • Keywords:public relations; PR; models; promotion; tourism destinations
  • Summary/Abstract:Public relations are vital for the image and credibility of tourist destinations. This article explores PR models, message effectiveness, and communication strategies in tourism. It examines reputation building, crisis management, and tourist engagement. Emphasis is placed on strategic communication, media portrayal, and destination promotion. The aim is to identify effective PR tools and improve communication planning in the tourism sector.
RELATIONSHIP SELLING IN TOURISM

RELATIONSHIP SELLING IN TOURISM
(RELATIONSHIP SELLING IN TOURISM)

  • Author(s):Svetoslav Kaleychev, Martina Stankova
  • Language:English
  • Subject(s):Economy, National Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism
  • Page Range:347-354
  • No. of Pages:8
  • Keywords:tourism; relationships; selling
  • Summary/Abstract:The elaboration of this article was prompted by a statement by Brian Tracy in 2006, which practically reflects the reality of the modern travel industry. In his statement, Tracy presents a study by Harvard Business School in 2002, according to which „In the 21st century; all selling will be relationship selling. All business success will be based on relationships. Your very best customers are those you like, and who like you. 85% of your recommendations and referrals will come from people who like you, and people who feel good about you. So, focus on the relationship and the sale will take care of itself" (Tracy, 2024). Despite the increased alienation between people determined by the digital environment, today's relationship is everything.
THE NARRATIVE POWER OF MYTHS AND LEGENDS. CASE STUDY – PLOVDIV

THE NARRATIVE POWER OF MYTHS AND LEGENDS. CASE STUDY – PLOVDIV
(THE NARRATIVE POWER OF MYTHS AND LEGENDS. CASE STUDY – PLOVDIV)

  • Author(s):Angelina Titeryakova, Krasimir Aleksandrov
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Green Transformation
  • Page Range:355-363
  • No. of Pages:9
  • Keywords:cultural tourism; narrative power; visitor engagement; destination marketing
  • Summary/Abstract:Myths and legends are an important tool when it comes to shaping cultural tourism, specifically when it comes to tourist destinations and visitor engagement. This article aims to examine their narrative powers through a case study of Plovdiv, Europe's oldest continuously inhabited living city. Using a qualitative approach, it explores myths and legends as an intangible heritage and the impact they have on cultural tourism. To achieve this, data has been accumulated from archives, tourism materials, and interviews. The study analyses how these narratives are integrated into the marketing of the destination through tours, events, and promotional materials, as well as taking into consideration visitor perceptions and the emotional impact that storytelling has on them. The findings in this paper contribute towards tourism studies by highlighting the role of myths and stories in cultural tourism and in visitor engagement, offering insights for destination marketing.
СОЦИАЛНИТЕ МЕДИИ – СТРАТЕГИЧЕСКИ МАРКЕТИНГОВ ИНСТРУМЕНТ ЗА УПРАВЛЕНИЕ НА РЕПУТАЦИЯТА В ТУРИЗМА – ПО ПРИМЕРА НА СЪВЕТА ПО ТУРИЗЪМ – ПЛОВДИВ

СОЦИАЛНИТЕ МЕДИИ – СТРАТЕГИЧЕСКИ МАРКЕТИНГОВ ИНСТРУМЕНТ ЗА УПРАВЛЕНИЕ НА РЕПУТАЦИЯТА В ТУРИЗМА – ПО ПРИМЕРА НА СЪВЕТА ПО ТУРИЗЪМ – ПЛОВДИВ
(SOCIAL MEDIA – A STRATEGIC MARKETING TOOL FOR REPUTATION MANAGEMENT IN TOURISM – THE CASE OF THE TOURISM COUNCIL – PLOVDIV)

  • Author(s):Yulia Dzhabarova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:346-379
  • No. of Pages:16
  • Keywords:reputation managemen; social media; tourism industry; consumer behaviour
  • Summary/Abstract:This article will present how one of the most authoritative organizations in the field of tourism in Plovdiv and the region – the Tourism Council, uses social media to manage its reputation among clients and partners. Like any company, this non-governmental organization faces daily situations where it must respond to both positive reviews and negative publicity. This directly influences audience behavior – from positive attitudes and attachment to creating a negative image that undermines the organization’s reputation, i.e., it reflects on the overall feeling, impression, and knowledge of the public about the organization. Reserving a good reputation revolves around effectively communicating and building solid relationships (Chondrogiannis et al., 2019). The research and management of social media impact, as part of tourism management, can serve as a strategic marketing tool for sustainable development not only of the organization, but also of the local communities engaged in the tourism industry. The research was conducted by using primary data, provided with the kind assistance of the Tourism Council – Plovdiv.
ЛИЙД РЕКЛАМАТА – ИНОВАТИВЕН МАРКЕТИНГОВ ИНСТРУМЕНТ В ТУРИЗМА

ЛИЙД РЕКЛАМАТА – ИНОВАТИВЕН МАРКЕТИНГОВ ИНСТРУМЕНТ В ТУРИЗМА
(LEAD ADVERTISING – AN INNOVATIVE MARKETING TOOL IN TOURISM)

  • Author(s):Vesela Atanasova, Mira Djendova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:380-385
  • No. of Pages:6
  • Keywords:digital marketing; tourism industry; lead advertising; digital instruments; social media marketing
  • Summary/Abstract:In the last decade, digital marketing has become an integral part of the success of the tourism industry worldwide. From SEO strategies to social media presence, the way we communicate with tourists has changed significantly. Digital marketing allows us to reach potential guests in real time, regardless of their location. Its toolkit reaches new prospects through widely applicable digital advertising. Lead advertising is a social media marketing tool that allows you to effectively segment and filter the most potential customers. In this context, where consumers' attention spans are short, lead advertising is proving to be one of the most effective tools for generating potential customers (leads). It helps businesses collect contact information directly from the ad - without the user leaving the social network or platform they are on.
ВЪЗМОЖНОСТИ И ПРЕДИЗВИКАТЕЛСТВА ПРЕД ПРОМОТИРАНЕТО НА ДЕСТИНАЦИЯ БЪЛГАРИЯ ВЪВ ВЕКА НА ДИГИТАЛНАТА ТРАНСФОРМАЦИЯ

ВЪЗМОЖНОСТИ И ПРЕДИЗВИКАТЕЛСТВА ПРЕД ПРОМОТИРАНЕТО НА ДЕСТИНАЦИЯ БЪЛГАРИЯ ВЪВ ВЕКА НА ДИГИТАЛНАТА ТРАНСФОРМАЦИЯ
(OPPORTUNITIES AND CHALLENGES IN THE PROMOTION OF DESTINATION BULGARIA IN THE ERA OF DIGITAL TRANSFORMATION)

  • Author(s):Lyubka Ilieva
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:386-396
  • No. of Pages:11
  • Keywords:Bulgaria; digital transformation; tourism; promotion; opportunities; challenges
  • Summary/Abstract:Promoting Bulgaria as a tourist destination in the context of Industry 5.0 presents both opportunities and challenges, especially in terms of integrating digital technologies while preserving authentic cultural experiences. The digital transformation in tourism is crucial for the development of the digital economy, with virtual reality playing a key role in promotion, guided tours, education, leisure and social tourism. The tourism sector has successfully integrated technologies such as the Internet of Things (IoT), Big Data, cloud computing and mobile platforms, improving marketing strategies, operational efficiency and the overall tourist experience. These technologies enable personalized travel, real-time service delivery and improved interaction between tourists and suppliers.The article aims to present the main opportunities and challenges facing the promotion of Bulgaria as a destination in the era of digital transformation. To achieve the goal, an analysis of the elements of the digital strategy for promoting the tourist destination was carried out, the opportunities and challenges for the effective promotion of the tourist destination Bulgaria were identified, and good practices were presented that could be adapted to Bulgaria's advertising policy.
REIMAGINING HOSPITALITY: THE RISE OF HYBRID HOTEL MODELS

REIMAGINING HOSPITALITY: THE RISE OF HYBRID HOTEL MODELS
(REIMAGINING HOSPITALITY: THE RISE OF HYBRID HOTEL MODELS)

  • Author(s):Galina Ilieva
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Green Transformation
  • Page Range:397-407
  • No. of Pages:11
  • Keywords:hybrid model; digital nomads; laptop-lugging traveller; blended travel models; bleisure phenomenon
  • Summary/Abstract:The hospitality industry is undergoing a profound transformation driven by evolving traveller preferences, technological advancements, and the widespread adoption of remote work. In response, hybrid hotel models have emerged, integrating accommodation, co-working spaces, and communal areas to meet the dynamic needs of modern travellers. These models appeal particularly to digital nomads, business travellers, and bleisure tourists seeking flexibility, connectivity, and experience-oriented stays. This study explores the concept of hybrid hotels, analyses the growing phenomenon of bleisure travel, and examines the market segmentation driving their adoption. Furthermore, it assesses their impact on tourism patterns and presents comparative insights into hybrid versus traditional hospitality models. The findings suggest that hybrid models, by offering sustainable, technologically enhanced, and community-driven experiences, are poised to become a dominant force in the evolving tourism landscape.
ПРИЛОЖЕНИЕ НА МЕНЮ ИНЖЕНЕРИНГА ЗА РЕАЛИЗИРАНЕ НА ЦЕЛИТЕ НА РЕВЕНЮ МЕНИДЖМЪНТА

ПРИЛОЖЕНИЕ НА МЕНЮ ИНЖЕНЕРИНГА ЗА РЕАЛИЗИРАНЕ НА ЦЕЛИТЕ НА РЕВЕНЮ МЕНИДЖМЪНТА
(APPLICATION OF MENU ENGINEERING FOR ACHIEVING THE GOALS OF REVENUE MANAGEMENT)

  • Author(s):Galya Moneva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Human Resources in Economy, Green Transformation
  • Page Range:408-417
  • No. of Pages:10
  • Keywords:menu engineering; revenue management; restaurant business; menu optimization; profitability
  • Summary/Abstract:Menu engineering is a strategic tool that supports the achievement of revenue management goals in the restaurant business. It includes the analysis of product profitability and popularity, psychological pricing, visual design, and customer behavior. This paper explores how menu engineering can be effectively implemented to optimize the menu, improve gross profit, and increase competitiveness. Key components such as engineering matrix categorization, recipe costing, and visual positioning are discussed in the context of restaurant revenue growth and customer satisfaction.
ЕНЕРГИЙНИ ДЕСТИНАЦИИ И ЕНЕРГИЕН УЕЛНЕС ТУРИЗЪМ В БЪЛГАРИЯ

ЕНЕРГИЙНИ ДЕСТИНАЦИИ И ЕНЕРГИЕН УЕЛНЕС ТУРИЗЪМ В БЪЛГАРИЯ
(ENERGY DESTINATIONS AND ENERGY WELLNESS TOURISM IN BULGARIA)

  • Author(s):Nikola Gaydarov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:418-423
  • No. of Pages:6
  • Keywords:energy destinations; wellness tourism; Bulgaria; strategic development; energy wellness routes
  • Summary/Abstract:This report examines the concepts and practices related to energy destinations and energy wellness tourism in Bulgaria. Through a systematic review of scientific and journalistic literature, key natural and cultural-historical sites with heightened “energy” attractiveness (energy destinations) are identified, and traditional spa and wellness resorts that integrate mineral waters, climatotherapy, and contemporary wellness practices (energy wellness tourism) are analyzed. Recommendations are formulated for the strategic development and synergy between these two segments with the aim of enhancing Bulgaria’s competitiveness as a sustainable wellness destination.
УДОВЛЕТВОРЕНОСТ НА СЛУЖИТЕЛИТЕ В ЗАВИСИМОСТ ОТ ИЗПЪЛНЯВАНАТА ДЛЪЖНОСТ (НА ПРИМЕРА НА ИЗСЛЕДВАНИ ХОТЕЛИ В ГР. СОФИЯ)

УДОВЛЕТВОРЕНОСТ НА СЛУЖИТЕЛИТЕ В ЗАВИСИМОСТ ОТ ИЗПЪЛНЯВАНАТА ДЛЪЖНОСТ (НА ПРИМЕРА НА ИЗСЛЕДВАНИ ХОТЕЛИ В ГР. СОФИЯ)
(STUDY OF EMPLOYEE SATISFACTION RELATIVE TO THE JOBS PERFORMED (BASED ON THE EXAMPLE OF HOTELS STUDIED IN SOFIA))

  • Author(s):Rumen Minkovski
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Tourism, Human Resources in Economy
  • Page Range:424-433
  • No. of Pages:10
  • Keywords:employee satisfaction; satisfaction profile; jobs performed; human resources management; hospitality
  • Summary/Abstract:Employee satisfaction is one of the most thoroughly studied professional phenomena in modern business organisations. The aim of the article presented is to establish the extent to which there are differences in the levels of satisfaction of employees depending on the jobs they perform in the hotels surveyed in Sofia. Some trends were analysed and specific profiles were identified related to the general and facet employee satisfaction relative to the jobs performed, using the descriptive statistics methods, based on a survey carried out in 2024 (857 respondents working in 42 hotels).
ОБУЧЕНИЕ ПО ДЕГУСТАЦИЯ НА ВИНО ЗА СТУДЕНТИ ПО СОМЕЛИЕРСТВО: ВЪЗМОЖНОСТИ ЗА ПРАКТИЧЕСКИ КУРСОВЕ

ОБУЧЕНИЕ ПО ДЕГУСТАЦИЯ НА ВИНО ЗА СТУДЕНТИ ПО СОМЕЛИЕРСТВО: ВЪЗМОЖНОСТИ ЗА ПРАКТИЧЕСКИ КУРСОВЕ
(WINE TASTING TRAINING FOR SOMMELLIER STUDENTS: OPPORTUNITIES FOR PRACTICAL TRAINING COURSES)

  • Author(s):Vladimir Dimitrov, Svetoslav Krastev
  • Language:Bulgarian
  • Subject(s):Economy, Education, Higher Education , Tourism, Human Resources in Economy
  • Page Range:434-444
  • No. of Pages:11
  • Keywords:sommelier; students; education; wine tasting; wine and culinary tourism
  • Summary/Abstract:The study examines the necessity of organizing practical wine tasting courses in the education of sommelier students, based on a survey conducted among students from the College of Tourism – Varna. The results indicate a marked interest in wine, particularly in tasting practices and food pairings. Students recognize that a successful sommelier must combine theoretical knowledge with practical skills and understand the need for an integrated and interdisciplinary approach in their education. Their preferences for practically oriented courses, including tasting techniques and wine-food pairings, suggest active application of practical methods. In conclusion, the importance of multidisciplinary training is emphasized, combining the acquisition of sensory techniques, wine theory, and communication skills. This will not only enhance their wine culture but also meet professional expectations and contemporary trends in the sector.
ПРИЛОЖЕНИЕ НА ДИГИТАЛНИТЕ МАРКЕТИНГОВИ ИНСТРУМЕНТИ В ГОЛФ ТУРИЗМА

ПРИЛОЖЕНИЕ НА ДИГИТАЛНИТЕ МАРКЕТИНГОВИ ИНСТРУМЕНТИ В ГОЛФ ТУРИЗМА
(APPLICATION OF DIGITAL MARKETING TOOLS IN GOLF TOURISM)

  • Author(s):Nefize Bozova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies, Green Transformation
  • Page Range:445-452
  • No. of Pages:8
  • Keywords:golf; tourism; digital marketing; tools; market
  • Summary/Abstract:The study aims to analyze the positive effects of implementing digital marketing tools in golf tourism. The importance of digital marketing for the tourism industry is considered. The market of golf tourism and its expansion is evaluated. Different types of digital marketing tools are presented. Their use for the development of golf tourism is discussed. The advantages of the digital marketing for the promotion of golf tourism are presented. The author defends the thesis that digital marketing is of significant importance for the tourism industry and golf tourism could be positively influenced by implementing digital marketing tools in its activity.
ИНТЕРПРЕТАЦИОННО ПЛАНИРАНЕ НА ТУРИСТИЧЕСКИ МАРШРУТ

ИНТЕРПРЕТАЦИОННО ПЛАНИРАНЕ НА ТУРИСТИЧЕСКИ МАРШРУТ
(INTERPRETIVE PLANNING OF A TOURIST ROUTE)

  • Author(s):Eleonora Negulova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
  • Page Range:453-463
  • No. of Pages:11
  • Keywords:heritage interpretation; sustainable tourism route; digital technologies in tourism; cultural and natural heritage; local community engagement
  • Summary/Abstract:This paper addresses a notable gap in interpretive planning for tourist routes that integrate both cultural and natural heritage, with a focus on the Berkovitsa–Kom area in Northwestern Bulgaria. Through qualitative methods, including expert interviews and content analysis, the study proposes a conceptual model for sustainable tourism development grounded in: (1) the use of interactive technologies (e.g., AR and VR), (2) community engagement, and (3) thematic storytelling. The findings indicate that this integrated approach can enhance tourist engagement by approximately 30%, based on comparisons with similar initiatives. This research contributes to the theoretical discourse on heritage interpretation by presenting a replicable framework tailored for rural destinations. It also underlines the value of co-creation processes between local stakeholders and planners in preserving heritage while promoting innovative tourism experiences.
ХОТЕЛИЕРСТВОТО В БЪЛГАРИЯ – ПРЕДИ, СЛЕД И НАКЪДЕ?

ХОТЕЛИЕРСТВОТО В БЪЛГАРИЯ – ПРЕДИ, СЛЕД И НАКЪДЕ?
(HOTEL INDUSTRIE IN BULGARIA – BEFORE, AFTER, AND WHERE TO?)

  • Author(s):Georgina Lukanova
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism, Human Resources in Economy, Green Transformation
  • Page Range:464-472
  • No. of Pages:9
  • Keywords:hotel industry; key indicators; revenues; occupancy; recovery
  • Summary/Abstract:This study examines the development of the hospitality sector in Bulgaria before and after the COVID-19 pandemic, with a particular focus on the comparative analysis of key indicators for 2019 and 2024. The results reveal a steady trend of capacity expansion and highlight the strong role of domestic tourism as a compensating factor for the slower recovery of inbound tourist flows. The analysis of revenues, occupancy, and financial indicators shows that growth is primarily driven by price adaptation rather than more efficient use of capacity. Based on these findings, forecasts are formulated for the sector’s development up to 2030, along with strategic recommendations emphasizing digitalization, sustainability, and diversification of the tourism offer. The study aims to outline the main transformations and identify possible pathways towards a sustainable and competitive future for Bulgarian hospitality.
СПЕЦИФИКИ НА КОНТРОЛНИТЕ ПРАВОМОЩИЯ НА КОМИСИЯТА ЗА ЗАЩИТА НА ПОТРЕБИТЕЛИТЕ ПО ЗАКОНА ЗА ТУРИЗМА

СПЕЦИФИКИ НА КОНТРОЛНИТЕ ПРАВОМОЩИЯ НА КОМИСИЯТА ЗА ЗАЩИТА НА ПОТРЕБИТЕЛИТЕ ПО ЗАКОНА ЗА ТУРИЗМА
(SPECIFICS OF THE CONTROL POWERS OF THE CONSUMER PROTECTION COMMISSION UNDER THE TOURISM ACT)

  • Author(s):Darina Dimitrova-Markovska
  • Language:Bulgarian
  • Subject(s):Economy, Law, Constitution, Jurisprudence, Business Economy / Management, Tourism, Administrative Law
  • Page Range:473-482
  • No. of Pages:10
  • Keywords:consumer protection; tourism legislation; administrative control
  • Summary/Abstract:Bulgaria is a tourist country and tourism is a key sector in the country's economy. Given the fact that tourists are the consumers of tourism services, the question of the protection of their consumer rights arises. The Consumer Protection Commission has significant powers in the area of monitoring compliance with tourism legislation. The aim of this article is to analyse the specifics of the control powers of the Commission for Consumer Protection in the field of tourism. At the same time, the mechanisms for coordination of the Commission's activities with other control bodies under the Tourism Act are being clarified. On the basis of the analysis, conclusions and generalisations are drawn on the current legislation and its implementation. The results of this study would be of interest to both the academic community and the government authorities monitoring compliance with the requirements of the Tourism Act.
SENSORY ASPECTS FOR CREATING MEMORIES IN CUSTOMER EXPERIENCES OF BULGARIAN TOURISTS

SENSORY ASPECTS FOR CREATING MEMORIES IN CUSTOMER EXPERIENCES OF BULGARIAN TOURISTS
(SENSORY ASPECTS FOR CREATING MEMORIES IN CUSTOMER EXPERIENCES OF BULGARIAN TOURISTS)

  • Author(s):Todor Dyankov, Svetlana Todorova
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:483-493
  • No. of Pages:11
  • Keywords:customer experience; sensory perceptions; memory; Cronbach’s alpha; hypothesis testing
  • Summary/Abstract:This article explores the significance of sensory perceptions as a distinct factor in shaping an individual's experience during and after the completion of a tourist journey. Utilizing a purposely constructed index to measure the overall sensory experience, the authors employ a two-independent-sample t-test to analyze differences between groups of tourists for the implementation of managerial issues towards customers. The reference points in the empirical study are the biological sex of the respondents as well as the generation to which they belong.
ОСОБЕНОСТИ НА МАРКЕТИНГА НА ДЕСТИНАЦИЯ ЗА ЗДРАВЕН ТУРИЗЪМ

ОСОБЕНОСТИ НА МАРКЕТИНГА НА ДЕСТИНАЦИЯ ЗА ЗДРАВЕН ТУРИЗЪМ
(FEATURES OF MARKETING AT DESTINATIONS FOR HEALTH TOURISM)

  • Author(s):Olha Bielan
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Human Resources in Economy, ICT Information and Communications Technologies
  • Page Range:494-505
  • No. of Pages:12
  • Keywords:marketing; destination Bulgaria; health tourism; Spa; Wellness
  • Summary/Abstract:The topic of health tourism provides a wide field for scientific research. Health tourism is a specialised form of tourism that resonates with all social and economic changes in the world. The relevance of the researched issue is determined by the fact that in times of global changes, the specialisation of destinations in the field of health tourism can be considered a competitive advantage for Bulgaria. Bulgaria has all the necessary resources for the development of health tourism. However, good coordination and synchronisation between the institutions involved in their rational exploitation is necessary. The present study aims to indicate the prospects for the development of health tourism, which requires new and lasting adaptability in line with innovation and consumer needs. The priority given by national and regional authorities to the resources that enable health tourism would be of paramount importance for Bulgaria's positioning as a tourist destination in the near future.
СОЦИАЛНИТЕ МРЕЖИ КАТО ДВИГАТЕЛ НА МАРКЕТИНГА В ТУРИЗМА: ТЕНДЕНЦИИ И ВЪЗМОЖНОСТИ ЗА БЪЛГАРСКИЯ ПАЗАР

СОЦИАЛНИТЕ МРЕЖИ КАТО ДВИГАТЕЛ НА МАРКЕТИНГА В ТУРИЗМА: ТЕНДЕНЦИИ И ВЪЗМОЖНОСТИ ЗА БЪЛГАРСКИЯ ПАЗАР
(SOCIAL MEDIA AS A DRIVING FORCE IN TOURISM MARKETING: TRENDS AND OPPORTUNITIES FOR BULGARIA)

  • Author(s):Radostina Nikolova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
  • Page Range:506-515
  • No. of Pages:10
  • Keywords:social media; digital marketing in tourism; influencer marketing; tourist destination; user generated content
BEYOND REVIEWS׃ HOTEL WEBSITES AS REPUTATION ARCHITECTS

BEYOND REVIEWS׃ HOTEL WEBSITES AS REPUTATION ARCHITECTS
(BEYOND REVIEWS׃ HOTEL WEBSITES AS REPUTATION ARCHITECTS)

  • Author(s):Radostina Prodanova
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies, Green Transformation
  • Page Range:516-527
  • No. of Pages:12
  • Keywords:hotel websites; ORM; web content
  • Summary/Abstract:This study examines how independent hotels in Varna, Bulgaria, use their official websites as online reputation management (ORM) tools. It contributes to the existing literature by analysing the strategic role of website content in supporting ORM practices in the hospitality sector. A specialized analytical framework—comprising 23 indicators grouped into five categories—is applied to a sample of 79 hotel websites. The results show that while elements such as service descriptions and online booking functionalities are widespread, key components related to building trust and user engagement—such as customer reviews, destination information, and interactive features—remain significantly underutilized. This suggests that hotel websites are still primarily used as static information platforms rather than as strategic online reputation management tools.
РОЛЯ НА РОУД ШОУТО ЗА УСПЕШНАТА РЕАЛИЗАЦИЯ НА ХОТЕЛИЕРСКИЯ ПРОДУКТ

РОЛЯ НА РОУД ШОУТО ЗА УСПЕШНАТА РЕАЛИЗАЦИЯ НА ХОТЕЛИЕРСКИЯ ПРОДУКТ
(ROLE OF THE ROAD SHOW FOR THE SUCCESSFUL IMPLEMENTATION OF THE HOTEL PRODUCT)

  • Author(s):Desislava Kadiyska
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
  • Page Range:528-537
  • No. of Pages:10
  • Keywords:product; road show; marketing communication
  • Summary/Abstract:This paper aims to provide information on the aspects of the hotel product, as well as the activities for its successful implementation. Emphasis is placed on the road show as a modern form of marketing communication and a tool for creating a positive reputation and improving the company's image. The elements essential for the successful implementation of this type of marketing event are examined, as well as the effects of their implementation.
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