STATUS, CHALLENGES AND PERSPECTIVES OF DIGITAL PLATFORMS IN TOURISM DEVELOPMENT IN BULGARIA (FEATURING THE BURGAS BLACK SEA REGION)

This study examines the status, challenges and prospects of digital tourism platforms in Bulgaria through an in-depth analysis of the Burgas Black Sea Region. The MAIN OBJECTIVE is to assess the effectiveness and functionality of digital tourism tools at the municipal level as well as their role in sustainable tourism development. The METHODOLOGY includes a combined approach: quantitative analysis through an LDA model and comparative tabular evaluations of the content and functionality of the tourism sections of the official municipal websites, as well as a qualitative review of the information presented and its accessibility. The RESULTS show significant differences between municipalities - from good practices in Nessebar and Burgas to a weak digital presence in smaller municipalities such as Karnobat and Rouen. Deficits were found in the presentation of natural and sport resources, limited mobile accessibility and poor integration with social networks. The study highlights the need to unify and modernize digital infrastructure, focus investments on digital tourism education and create new jobs as a step towards a more sustainable and competitive tourism sector in Bulgaria.