Domestic Leisure Tourism Destination Choice and Who do We Trust – The case of Bulgaria

Destination marketing and branding are key factors that considerably influence the destination choices for both domestic and international visitors. Understanding the dynamics of how tourists select which destination to visit is crucial for destination planners, tourism organizations, and businesses. This is particularly so in the context of domestic tourism, in which it is imperative to study the factors that influence consumer choices and more specifically, the factors that influence domestic destination choices. This paper explores the influence of different information sources when choosing a destination in the context of the domestic tourism market in Bulgaria. The study is based on the data collected from a national representative survey (N = 1,003) which utilizes a two-staged random sample stratified by districts and the residence place type. The findings suggest that the most influential information source for destination choice for domestic visitors is the opinions/suggestions of friends and relatives. This is the case for all age groups, regardless of their gender, marital status, number of children, education levels, income, or place of residence. The findings of the study provide valuable insights into the existent literature on domestic tourism and destination marketing. Although particularly focused on the unique dynamics of domestic tourism in Bulgaria, the findings of the study can be useful to tourism stakeholders at destinations with a developed domestic market, particularly in Central and Eastern Europe.