Analysis of the conditions of accommodation in rural areas (using the example of the tourist region Valley of Roses)

Rositza Mikova

Abstract: The purpose of this study is to assess the current state of tourism supply, demand and the efficiency of the accommodation base in rural areas falling within the territory of the “Valley of Roses” tourist region. The analysis is based entirely on official statistical information for the period 2012 – 2022. Comparative analysis was used to outline the place of rural areas in the national tourism system. Key factors that influence the tourist flow in rural areas have been identified. The three most important groups of factors are: cultural and historical heritage, natural landmarks located near the accommodation facilities, and the quality of the accommodation facilities. By tracking the changes in a number of quantitative indicators (accommodation places, number of beds, period of operation, overnight stays, revenue from overnight stays, occupancy of bed bases, etc.) at the municipal level for the period 2012 – 2022, positive trends have been identified – the capacity of the accommodation base is expanding, the number and revenue from overnight stays are increasing. However, an uneven territorial distribution of accommodation facilities in rural areas has been established. The municipalities of Hisarya, Koprivshtitsa, Pavel Banya, Strelcha and Sopot have a significant relative share of accommodation facilities. In order to attract more visitors to less popular destinations, it is necessary to develop new tourism products that reflect the specifics of each region. This includes strategic positioning and active promotion of the advantages of rural areas, such as creating thematic routes, building and promoting a tourist brand, using digital platforms, achieving sustainable (year-round) tourism and organizing events and festivals. The implementation of these goals will help less popular destinations to establish themselves on the tourist map and attract new visitors.

Keywords: accommodation; demand; prospects; supply; sustainability; tourism

Citation: Mikova, R. (2025). Analysis of the conditions of accommodation in rural areas (using the example of the tourist region “Valley of Roses”). Bulgarian Journal of Agricultural Economics and Management, 70(2), 44-65 (BG).

DOI: https://doi.org/10.61308/VZKD8397

Date published: 2025-06-30