Travel and tourism business has proved to be powerful accelerator and contributor to the global economy. As a flexible and highly adaptive to many disruptive events industry, it has been handling crises of various nature, origin and background. The current publication is focused on the role the media information flow exerts on to the image and perception of destination Bulgaria. The survey aims to perform a quality analysis of the news published and announced by leading media broadcasts and to evaluate their influence when making a decision to undertake travel. The study period is limited to the 2023 summer season. For the purposes of the survey, Web service tool for semantic analysis is implemented. In the course of the research, it is revealed that negative news related to tourism prevails and this could have a negative impact on the destination.
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