Звезди в туризма: онлайн популярирането на туристическия бранд на България
Celebrities in Tourism: Online Popularization of the Tourist Brand of Bulgaria

Summary/Abstract: The paper presents the role of online popularization of the tourist brand by Bulgarian and world-famous celebrities (actors, singers, politicians) through PR and advertisement in electronic media, social networks, tourist blogs, web pages, etc. When the destination brand is approved, an emotional relationship between the brand of the destination and the future visitors and tourists is established. The country’s culture, music and national peculiarities can successfully be presented through different options for activation of the brand identity and when celebrities help it happen, the effect is even greater. The messages sent by “celebrities” help the advertised brand to be liked and remembered.

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