CONSULTING ASSESSMENT OF THE POTENTIAL FOR DEVELOPMENT OF HEALTH TOURIST AREAS: THE CASE OF BULGARIA

Abstract

The study is based on current trends in the global development of Health Tourism and the emerging demand for services related to health, rehabilitation, and health prevention, as well as the high concentration of resources in the tourist regions of Bulgaria. A huge potential for development of the tourist destinations beyond the known ones, is emerging; all thanks to more than 3,500 mineral springs found in Bulgaria. Purpose – the study aims exploring the possibility of economic use of mineral water resources in favor of tourism and the incorporation of great amount of unusable resources within the available ones of the tourist areas. This would lead on one hand to an overall development of the sector and an additional contribution to the GDP and on the other hand would bring sustainable growth of the tourist regions and a year-around development of the tourist services across the entire country. The study is found also on the fact that in Bulgaria there are many spas and thermal centers dated back to the Roman and Byzantine Empires. The consulting assessment attempts to reveal at length and to find an economic argument for the development of the health tourist areas. The realization of the potential of Health Tourism would have a positive effect on the entire industry, as well as the accompanying economic activities. It is also mandatory to define the necessity for development of human resources and management capacity, as needed in the tourist regions and in the process of investment in the concept of Health Tourism. Methodology – to achieve the set goal and to solve the resulting tasks in the article, the systematic approach and traditional research methods were used: historical, comparative, the method of analysis and synthesis, the method of observation, the method of grouping, the method of survey and interview, graphic methods, differentiated, analytical, combined, etc. Our and specialized literature was studied. The experience of countries with a developed tourism industry and the results of a survey in tourist complexes were used. Contribution – of the research is the aim of the project in this respect is to upgrade at least two Bulgarian tourist regions/destinations in the direction of Smart Destinations. From a policy point of view, it is necessary to realise that in order to achieve the growth of tourism revenues and contribution to GDP, it is necessary to have a clear, long-term, and comprehensive vision. Approach – The integration of different tools of destination marketing management with a focus on Health components that will brand Bulgaria as a four-season destination, make it more recognizable as a destination for prevention, recovery, and recreation in conditions of need for health and safety for every potential tourist. Findings – The consulting business and its application in tourism, as well as the potential for development and management of the newly created tourist areas in Bulgaria, specializing in the field of health tourism. Bulgaria has undeveloped resources of health tourism and resource potential to position itself as a 4-season Smart Destination for Health & MICE tourism.