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The purpose of this research is to identify the tourist destination image of Bulgaria and the factors influencing its formation. The main interest is directed towards the role of the online information sources for the formation of the image of Bulgaria as a tourist destination. The results of the study not only help to outline the strengths and weaknesses of the formed destination image of Bulgaria, but also give an overview of the influence that online sources and personal factors have on the destination image development. The obtained results can be helpful not only for the development of marketing tourist strategies for Bulgaria, but can be applied to any type of product related to online destination image management.