Purpose of the article: The purpose of this article is to identify the role the customer experience plays in the transformation of the customer and to develop a theory that brings together related concepts in order to position the phenomenon of customer experience in the macromarketing context....

The subject of study in the article are the possibilities for raising the loyalty of customers to the tourist services offered by travel agencies (TA). The object of study is the behaviour of Bulgarians as customers of these enterprises and their propensity to maintain long-lasting relations...