THE WELLNESS CONCEPT IN CONTEMPORARY SOCIETY: CULTURAL AND HEALTH PERSPECTIVES

Abstract

The wellness concept has developed into an interdisciplinary framework encompassing health promotion, disease prevention, recreation, and sustainable lifestyle practices. This study examines the healthcare and cultural dimensions of wellness and its contribution to healthy lifestyles and professional competency development within the wellness industry. A multidisciplinary methodology was employed, integrating literature analysis, theoretical modeling, cognitive assessment, and expert evaluation. The findings demonstrate that contemporary wellness extends beyond recreational services by incorporating evidence-based health promotion, balanced nutrition, physical activity, stress management, and natural therapeutic approaches into comprehensive programs. Despite the rapid expansion of the global wellness economy, a shortage of qualified professionals persists. Bulgaria addresses this challenge through accredited higher education programs, supporting workforce development and reinforcing wellness as an integrated model for sustainable public health, education, and tourism.