ПРОУЧВАНЕ НА ПРИЛОЖИМОСТТА НА ПРИНЦИПИТЕ НА ШВЕДСКАТА КОНЦЕПЦИЯ „LAGOM” В МАРКЕТИНГА В ТУРИЗМА В БЪЛГАРИЯ
IMPLEMENTATION OF THE SWEDISH CONCEPT LAGOM IN TOURISM MARKETING IN BULGARIA

Author(s): Neviana Krasteva, Aneta Hristova
Subject(s): Social Sciences
Published by: Международно висше бизнес училище
Keywords: Lagom concept; marketing
Summary/Abstract: The study is based on field research of marketing practices in tourism in Bulgaria and the possible implementation of the concept Lagom in company strategies. The Swedish conceptLagoom is explained as well as the methodology of the research. The conclusions are based on the results from the research.

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