With the development of digital marketing in general the
tourist service also entered in a "new offering dimension". Online
sales started modelling the market in a new way as the
communication user - merchant passes through "electronic"
intermediaries. The study aims to examine the pattern of relations
in this communication in terms of pragmatics - between the
characters and interpreters in this context. Classification of
tourist is applied as this is determinative for his searches as a
customer. The analysis contains sites for hotel services and
accommodation that completely changed the relationship user -
travel agent and the model for interactive communication platforms
for ranking and evaluation of tourist service by consumers. Among
them we can put social networks who have become now the most common
means of communication feedback. The study ends with the most
current phenomenon in digital tourism marketing - the online
platform Airbnb. From the current analysis will be drawn
conclusions in the context of destination Bulgaria as a tourist
product in the digital world.
Key words: pragmatics of communication, tourism
marketing, online marketing, classification of tourists, Airbnb