METHODOLOGY FOR RESEARCHING THE MARKETING ACTIVITY OF A HEALTH TOURISM DESTINATION OF MUNICIPAL LEVEL

Abstract

The purpose of the article in the development of a methodology for researching the marketing activity of a health tourism destination at the municipal level. Tourism has not only a socio-economic but also a political contribution to the development of the country. A kind of "local export", it helps to bring the Bulgarian economy to European standards, to be included in the process of global economic integration. Given that the international tourism market is becoming a "buyer's market" and intensified global competition is redistributing the market shares of tourist destinations, the problems of their competitiveness are becoming extremely relevant. Municipalities in Bulgaria, in their role as main territorial administrative structures, must play a decisive leadership role in the process of developing and implementing programs for the development of sustainable tourism and increasing the competitiveness of the tourist destinations they represent. Updated the definitions of the concepts "tourist destination", "health tourism", "marketing process" their content is interpreted in the context of their modern use. A methodology has been developed for researching the marketing activity of a municipal destination for health tourism.