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

Author(s): Olha Bielan
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
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.

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