Glocalization strategies and current transformations of innovative city tours of Sofia, Bulgaria

Research background: The rise of innovative (alternative) guided tours around the world and especially in Europe embody idea ‘glocalization’, since these associated new business models (comprising both ‘free’ paid offers) represent a global phenomenon that utilizes ‘localness’ as major asset. Therefore, glocalization strategies tour providing companies are worth studying so current transformations their models. Bulgarian capital city Sofia is an appropriate case study area, being recently denoted emerging tourist destination on international scene, with number developed over last years form particular aspect Sofia’s urban experience. Purpose article: Building upon previous study, paper seeks to uncover applied observed terms COVID-19 induced market change, product development, delivery system adjustment. Methods: Subjected analysis five providers selected ground models, content success. involves in-depth interviews company managers guides, personal observations, information retrieved from social media websites. Findings & Value added: results contribute better understanding how trends implemented local context reveal challenges triggered by CIVID-19 shift scales markets, service organization.