От ценности към изживяване – емоционален дизайн на Бранд България

Abstract

This study explores the transformation of values into tourist experiences in the context of digitalized environments characterized by information saturation and symbolic overproduction. It argues that the effectiveness of destination branding increasingly depends on the ability to translate cultural values into structured and emotionally engaging experiences. Focusing on Bulgaria as a case, the paper identifies key deficits in its branding practice, including declarative use of values, lack of experiential coherence, and the prevalence of digital simulation over authentic experience. A conceptual model is proposed as an analytical framework grounded in the principles of emotional design and experience economy. The model is examined through a case study of the Rose Festival in Kazanlak, revealing the gap between symbolic potential and its experiential realization. The findings suggest that sustainable destination branding requires a systematic approach to experience design, where values are not only communicated but actively embodied and co-created through tourist interactions.