ANALYSIS AND EVALUATION OF HEALTH TOURISM MANAGEMENT IN TOURISM REGIONS: THE CASE OF BULGARIA

Mariana Ianeva () and Stiliyana Basmadzhieva ()
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Mariana Ianeva: University of World and National Economy, 1700 Sofia, Student District, No.19 December 8th st., Bulgaria
Stiliyana Basmadzhieva: University of World and National Economy, 1700 Sofia, Student District, No.19 December 8th st., Bulgaria

Theoretical and Empirical Researches in Urban Management, 2022, vol. 17, issue 3, 5-29

Abstract: The topic of the current research is dictated by the growing importance and prospects of the tourism industry in Bulgaria over the past 15 years. The increase and diversification of the needs of tourists lead to the need for a more detailed study of the marketing management of specialized forms of tourism, one of which is health tourism. The relevance of the topic of the present study is determined by the current state of tourism in Bulgaria, as well as by the trends related to combining tourist travel with treatment or prevention of diseases. The importance of the topic is related to the possibility and need for specialized and improved marketing management by stakeholders in health tourism at the macroeconomic level. In the article a system of indicators for a comprehensive assessment of the marketing management of health tourism is developed. Based on the obtained empirical results, recommendations for the development of health tourism in the country are made, which are specified for the tourism region Sofia in the form of a strategic marketing plan. Based on it, strategic marketing plans for the development of health tourism in other tourism regions of the country can be prepared. This would help create a brand Bulgaria as a destination for year-round health tourism.

Keywords: Marketing management; health tourism; tourism regions; destination branding. (search for similar items in EconPapers)
Date: 2022
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