MANAGING THE RECOGNITION OF BULGARIA AS A SPA AND WELLNESS DESTINATION
MANAGING THE RECOGNITION OF BULGARIA AS A SPA AND WELLNESS DESTINATION

Author(s): Milena Stoyanova
Subject(s): Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Bulgaria; Spa and Wellness Destination; Distinctive Image; Planning; Monitoring; Improving.
Summary/Abstract: Developing the country image as a tourist destination should be reviewed carefully so the positions on the competitive markets can be developed successfully. The process of organizing, management and monitoring the image of a tourist destination is way more complex compared to that of individual companies of the market. That way the building of a brand of the tourist destination cannot be compared with branding strategies of traditional goods and services. That’s why the managers of Bulgaria as a spa and wellness tourist destination should be aware of the situation inside the country – of the strengths and the weaknesses, as well as of the situation outside, including possible opportunities and threats. The whole strategy for developing the destination and the image strategy should be harmonized with the vision of the government, the local people and of all stakeholders in the first of spa and wellness tourism. The aim in this chapter is to outline some key steps for building a unique image and brand of the destination by using the chosen tools for interaction and methods for developing spa and wellness products in order to achieve an identical distinctive image.

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