СМАРТ УЕЛНЕС В БЪЛГАРИЯ: РОЛЯТА НА ДИГИТАЛИЗАЦИЯТА И ИЗКУСТВЕНИЯ ИНТЕЛЕКТ В РЕВОЛЮЦИЯТА НА ПЕРСОНАЛИЗИРАНИТЕ УЕЛНЕС ПРЕЖИВЯВАНИЯ
SMART WELLNESS IN BULGARIA: THE ROLE OF DIGITIZATION AND ARTIFICIAL INTELLIGENCE IN THE REVOLUTION OF PERSONALIZED WELLNESS EXPERIENCES

Author(s): Ivanina Dimitrova
Subject(s): Economy, Business Economy / Management, Tourism, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: smart wellness; artificial intelligence; digitalisation; personalisation; Bulgaria
Summary/Abstract: This study investigates the role of digitalisation and artificial intelligence (AI) in transforming personalised wellness experiences in Bulgaria. By analysing existing practices and employing a comparative approach, the paper delineates the sector’s growth potential and identifies challenges arising from a lack of empirical data. The research highlights opportunities for integrating AI technologies to enhance operational efficiency and customer satisfaction. Practical findings contribute to the development of policies and innovations within smart wellness tourism. The originality of this work lies in its local focus and strategic analysis of future applications.

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