KPI в българската туристическа политика: превръщане на стратегията в измерим успех в туристическия сектор на България

Abstract

This study examines the role of Key Performance Indicators (KPIs) as a strategic tool for enhancing the effectiveness of tourism policy in Bulgaria, with a particular focus on the transformation of strategic objectives into measurable and manageable outcomes. In the context of increasing global competition, digitalization, and the growing importance of sustainability, traditional tourism metrics— such as tourist arrivals, overnight stays, and tourism receipts—are becoming insufficient to capture the full value generated by tourism destinations. The main objective of the study is to develop an integrated KPI framework for Bulgarian tourism policy that supports evidence-based decision-making and improves policy implementation. Methodologically, the research adopts a combined approach, including a theoretical review of existing performance measurement models, a comparative analysis of international practices, and a secondary data analysis based on sources from the National Statistical Institute, the World Tourism Organization (UNWTO), the European Commission, and the Bulgarian Ministry of Tourism. The findings reveal significant limitations of conventional indicators and highlight the need for a multidimensional measurement system incorporating economic, digital, and sustainability-related dimensions. Based on this analysis, the study proposes a conceptual KPI framework structured around five interrelated domains: visibility, engagement, reputation, conversion, and sustainability. These domains reflect the process through which digital attention is transformed into tourism demand and long-term destination value. The scientific contribution of the study lies in the systematization of existing approaches to tourism performance measurement and the development of a context-specific KPI framework tailored to the Bulgarian tourism system. The practical implications are related to improving policy effectiveness and enhancing the competitiveness of Bulgaria as a tourism destination.