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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.

AFFECTIVE IMAGE OF SPA AND WELLNESS DESTINATION BULGARIA