• Image of english flag to change languidge
  • Image of english flag to change languidge

STRATEGIC TRANSFORMATION OF TOURISM IN BULGARIA ECONOMIC RECOVERY AND GROWTH POTENTIAL

Authors

Keywords
tourism, sector transformation, rebranding, international competition.

Summary
The subject of this study is the tourism sector. The analysis focuses on the strategic transformation in the sector to ensure its economic recovery and realize its growth potential. The research hypothesis posits that recovery in the tourism sector is predicated on amendments of national strategic documents, assessment of consumer and service provider attitudes in the tourism industry taking into account the absolute and relative international advantages and resources of our country which faces strong competition from Greece and Turkey as well as the existing geopolitical challenges. The main task is to analyse macroeconomic data to determine the degree of post-epidemic recovery of the tourism sector as well as to conduct a survey intended to identify possibilities for rebranding and making amendments to national strategic documents to reflect the countrys absolute and relative international advantages and resources. Structurally, the article is divided into two main sections. The first section identifies indicators for assessing the level of post-epidemic recovery of Bulgaria's tourism sector. The second section presents findings from a survey conducted among benchmark economic operators and customers regarding the possibilities for strategic transformation of the tourism sector, including rebranding and digitalization. The conclusion summarizes the findings and presents authors own critical comments regarding the current state of the tourism sector.

JEL: L83, Z32.
Pages: 16
Price: 2 Points

More titles

  • A STUDY ON THE RELATIONSHIP BETWEEN REGIONAL ECONOMIC DEVELOPMENT AND ROAD NETWORK DENSITY IN BULGARIA

    The subject of this study is the correlation between road network and regional economic development in Bulgaria. The research hypothesis is based on the presumption that there is a positive correlation between the density of the road network and the regional economic development in Bulgaria. This article aims to analyse the relationship between ...

  • METHODOLOGY FOR MITIGARING ENERGY POVERTY IN BULGARIA AND THE EUROPEAN UNION

    In the mid-2000s, an increasing number of articles began to address the need for developing modern energy services in developing countries. These publications, in addition to analyzing the lack of physical access to energy services and its consequences, also discussed the financial inaccessibility of these services. Researchers assessed various ...

  • A STUDY OF THE DYNAMICS OF CUSTOMER DEPOSITS AND INVESTMENTS IN FINANCIAL INSTRUMENTS IN BULGARIA FOR THE PERIOD 20132023

    The globalization of financial markets and the dynamic development of information and communication technologies over the past two decades have become key drivers of significant changes in the financial system. New and increasingly complex financial products and services are emerging, competition among financial institutions is intensifying, and ...