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The aim of the study is to estimate affective image of SPA and wellness destination Bulgaria. To assess the affective image, four semantic differential scales proposed by Russel and Pratt and seven additional author's scales are used, by which foreign tourists define their attitude to Bulgaria as a SPA and wellness destination. The findings of the study have significant managerial implications for destination marketing managers in SPA and wellness tourism.

Nowadays global economic and high-tech development is progressing. Human society is facing a health pandemic that is leading to economic stagnation and financial losses globally. Tourism industry with its accompanying cluster environment is one of the most economically affected. However, the industry that continues to develop and present its achievements and innovations is in the field of information technology. High-tech industry offers resources and services that are unique. In the field of tourist services, the most popular innovations are chatbots and kiosks. The aim of the paper is to present the attitudes of the stakeholders for the implementation of innovations at the local level and the trends after the restart of the world economy.

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