Negative Attitudes Towards Domestic Leisure Tourism in Bulgaria: Regional Disparities and Policy Implications

The objective of this study is to investigate the attitudes of Bulgarian citizens towards domestic leisure tourism, to identify the reasons behind negative attitudes across different territory types. An adapted version of Fishbein’s multi-attribute model was applied to a nationally representative sample through a two-staged clustered sampling method with a stratification at two stages. The purpose of this research is to examine consumer attitudes towards both winter and summer domestic leisure tourism by region. The highest level of negative attitudes towards domestic winter leisure tourism were found in non-maritime territories, followed closely by the densely populated non-maritime and the maritime areas. The main concerns are the lack of natural snow and insufficient tourism services. For summer leisure tourism, negative attitudes are relatively higher with the overdevelopment of resorts and pollution cited as the primary issues. The discussion compares these findings with those of previous studies. This study contributes to the existing literature through its original approach and practical relevance. Its significance lies in the potential to inform the development of effective regional marketing policies. Practical and theoretical implications are provided, offering insights into regional and national tourism strategies. These include territorial planning to prevent overdevelopment, improving tourism services, and adopting the best practice to mitigate environmental pollution.