Abstract

The article explores the factors influencing the satisfaction with the domestic tourism at the Black Sea national resorts in Bulgaria, focusing on the usage of the structural equation modelling (SEM) to assess both observable and latent variables affecting the tourists’ satisfaction. The domestic tourism is crucial for Bulgaria’s economy, contributing significantly to the regional development, employment, and local culture. The research focuses on the tourists’ experiences at the Black Sea resorts, given their popularity over other forms of tourism such as the mountain, spa, and wine tourism. The study employs SEM to analyse how various factors, including the accommodation, tourist resources, general resort conditions, and the specific features like pollution and overbuilding, impact the tourists’ overall satisfaction. Data from a nationally representative survey conducted in 2023 provides the basis for this analysis. The results show that the general conditions and the restaurants and entertainment establishments have the strongest positive influence on tourist satisfaction, while specific issues like water pollution and poor infrastructure negatively impact the experience. The research underscores the importance of improving the resort facilities, security, and service quality to enhance the tourist satisfaction.