Development of Wine Tourism Destinations to Support the Repositioning of Bulgaria’s Tourism Product
Development of Wine Tourism Destinations to Support the Repositioning of Bulgaria’s Tourism Product

Author(s): Kristina Georgieva
Subject(s): Economy, National Economy, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: wine tourism; repositioning; experience economy; tourism product
Summary/Abstract: The past three years proved to be an exceptional challenge for the development of tourism in Bulgaria. The years-long problems in the sector combined with the new global situation forced all countries involved in this economic field to realize the need to take active measures to reposition Bulgaria’s tourism product. One of the possibilities for differentiating the portfolio of tourist destination Bulgaria is through the development and promotion of local destinations for wine tourism. The present study aims to characterize the possibilities for wine tourism destinations’ development in support of the repositioning of Bulgaria’s tourism product. The research object is the local wine destinations, and the subject – their importance in the repositioning of the national tourism product.

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