AFFECTIVE IMAGE OF SPA AND WELLNESS DESTINATION  BULGARIA

Milena Stoyanova, Associate Professor PhD
Shumen University “Konstantin Preslavsky”, Department of Geography, Regional Development and Tourism,
115 Universitetska str., Shumen, Bulgaria
​
DOI:   ​​​​https://doi.org/10.31410/tmt.2018.501

3rd International Thematic Monograph - Thematic Proceedings:  Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia;   ISBN 978-86-80194-14-1;   Editors:   Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia

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 seven
additional author’s scales are used, by which foreign tourists define their attitude to Bulgaria as a SPA
and wellness destination. The findings of the study have significant managerial implications for destination
marketing managers in SPA and wellness tourism.

Keywords: SPA and wellness destination Bulgaria, affective tourist image, bipolar dimensions, semantic
differential

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