Emotions as a determinant of tourist motivation: peculiarities of Bulgaria as a "destination of experiences"

The modern stage of societal development requires not only knowledge in the field of economics, but also of human psychology. The choice of a tourist product has always been influenced by different rational and irrational (subjective) factors. As an intrinsic characteristic of every human being, emotion provokes decisions that could maximize pleasure and serve as stimuli for mental arousal. Bulgaria's rich tourist resource potential creates real opportunities for obtaining a tourist experience based on the symbolic dimensions of the tourism product. The present study reveals the systematic interrelation between consciousness, emotion and consumer value and examines the peculiarities of Bulgaria in the context of its transformation into a destination for diverse emotional experiences.