Специалните събития в туризма - най-атрактивните комуникационни инструменти към преживяването и взаимодействието с потребителите
Special events in tourism - the most attractive communication tools to experience and interaction with customers

Summary/Abstract: The tourism industry is among the „pioneers” of special events which have proved over the years their capacity to establish a sustainable relationship and direct interaction with customers. Through information, communication, and experience, events succeed in building brand loyalty, create communities, and generate tailored messages. Cases from the practice analyzed in the text complement the theme of successful product positioning and attracting loyal customers. The paper provides evidence of how special events in tourism unite customers through unconventional ways of communication and positive emotions. In the era of digital technologies, through shared content and interactive experiences, events have become effective and increasingly attractive communication tools in tourism.

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