AFFECTIVE IMAGE OF SPA AND WELLNESS DESTINATION BULGARIA
AFFECTIVE IMAGE OF SPA AND WELLNESS DESTINATION BULGARIA

Author(s): Milena Stoyanova
Subject(s): Economy, National Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: SPA and wellness destinations in Bulgaria;affective tourist image;bipolar dimensions;semantic differential;
Summary/Abstract: The aim of the study is to estimate affective image of SPA and wellness destination Bulgaria.To assess the affective image, four semantic differential scales proposed by Russel and Pratt and sevenadditional author’s scales are used, by which foreign tourists define their attitude to Bulgaria as a SPAand wellness destination. The findings of the study have significant managerial implications for destinationmarketing managers in SPA and wellness tourism.

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