CREATIVITY AND SUSTAINABLE TOURISM DEVELOPMENT
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The article justifies the need for targeted development of destination creativity as a sustainable tourism resource. The economic significance and the way this resource adds value to tourism is outlined. The role of creativity in tourism development is identified on the basis of the systematization of discussions existing in scientific literature and comparisons between creative and traditional forms of tourism. The specifics of tourism demand and supply of creative tourism experiences are consistently analyzed. Specific conclusions are made that could contribute to the sustainable development of tourism in Bulgaria based on the analysis carried out.