Enhancing the Competitiveness of Destination Bulgaria through Digital Transformation in Tourism
Enhancing the Competitiveness of Destination Bulgaria through Digital Transformation in Tourism

Summary/Abstract: The relevance of this paper is determined by the dynamic competitive environment of the international tourist markets and the necessity for seeking possibilities for increasing the competitive advantages of Bulgaria as a destination. One of these possibilities is through a digital change of the tourist sector in our country. The research goal in the article is to make an analysis and assessment of the competitiveness of destination Bulgaria, together with defining directions for enlarging it through digital transformation in tourism. In analysing and synthesising for the goals of assessing the competitive positions of Bulgaria as a tourist destination, there are applied the approaches of induction, deduction and glocalisation. The publication is based on the methodology of determining the Travel and tourism competitiveness index of the World Economic Forum. Particular suggestions and recommendations are made for the digital transformation of the tourist sector in Bulgaria on a macro- and micro level. Guiding and stimulating the processes of digital transformation in the various sectors of the national economy, incl. those in tourism, have to be carried out by the state, its governmental authorities and responsible institutions, the respective enterprises and organisations.

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