Tourism and recreation in the XXI century: problems and prospects

TOURISM AND RECREATION IN THE XXI CENTURY: PROBLEMS AND PROSPECTS
3-4 May 2019
214
Baku, Azerbaijan

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Without overlapping, ethics and morality in the tourism business are mutually supportive. The 
link between them often refers to the notion of "culture" or simply "attitude towards man". 
3. Problems in the Bulgarian tourist business and ways of solving them 
The attitude towards man is an investment in the success and future of the tourist company and of 
Bulgaria as a tourist country. Among other things, it has economic consequences as well as educational 
effects. Foreign tourists are particularly sensitive to the attitude towards their personality and despite their 
usual delicacy, they capture the cruel forms of pragmatism by making their conclusions - every detail, 
gesture, sound. It is unacceptable to practice "savings at all costs" by "saving at retail" and at the expense of 
quality.
 
For the development of trust, in general, our tourism business should work in two main directions. 
First: with regard to changes in thinking, consciousness, mentality. This task goes beyond the scale of 
the branch and is based on the utmost wide national dimensions related to the formation of personalities 
and the cultivation of positive qualities. 
Second: in terms of enhancing professional competencies. This includes, on the one hand, the 
acquisition and understanding of relevant knowledge and, on the other, the development of communicative 
abilities. 
Tourism advertising differs from other types of advertising on its site and its addressee - the real and 
potential tourist. It is a popular definition that this is a purposeful and planetary impact on the potential 
tourist, related to the transmission of specific information about the tourist products and services to which 
he will become a consumer. Like any other advertisement, it is a collection of organizational, technical, 
economic, aesthetic and other means, methods, and events for the promotion of advantages. It is paid from 
an identified source for a purely commercial purpose - an increase in sales. The ad sells and fights for 
market share. 
In the second half of the 20th century, the problem of building the image of the tourist country and the 
economic entities operating in tourism is particularly important. P.R. builds on advertising as the next 
higher stage of development. 
The representatives of the Bulgarian tourist business gradually began to realize that in the present 
conditions the struggle for market shares is bound up with the assumption of responsibilities to society and 
in particular to the tourists. The activity is linked to a system of ethical standards. Rules and norms are 
made on the basis of significant moral values reflecting the specificity of the activity as well as the 
peculiarities of the contemporary world situation 
A broader and longer-term perspective is decisive for new thinking. This directs to investing to 
increase "social capital". In future, P.R. in Bulgarian tourism to strengthen as an institution, assuming its 
serious responsibilities in terms of public welfare, the prosperity of the industry and of the individual tourist 
enterprises. This is the promising trend, which will guide the policy of the individual tourist enterprises as 
well.