Digital Transformation and Cross-cultural Positioning in Bulgarian Cultural Organizations

This paper aims to investigate the digital transformation and cross-cultural positioning of Bulgarian state puppet theatres (N=11). The study examines how the eleven Bulgarian state puppet theatres use websites, social media, bilingual posts, online festival promotion and digital communication when presenting their productions to international festival audiences. It focuses on the role of digital tools to support international outreach and whether the main constraint is primarily financial or driven by other organisational barriers. The research is based on a quantitative survey administered to the full population of state puppet theatres engaged in international festival participation. The instrument measures patterns of international participation, perceived barriers to internationalisation (including financial and non-financial factors), intensity of digital platform use for international promotion and communication, marketing practices oriented to international audiences (e.g., campaigns, regular social content, bilingual communication), and perceived outcomes related to international visibility and sustained audience engagement. To contextualise the managerial environment, without employing a separate analytical method, we used national and EU level policy frameworks and funding priorities. Empirical results show that non-financial barriers (strategic planning or international partnerships) are just as important as financial constraints. Organisations reporting higher digital use demonstrate stronger cross-cultural positioning and audience-oriented practices. The paper contributes with an evidence-based account of digital festival-related internationalisation in the Bulgarian cultural sector and clarifies whether resource limitations or capability gaps shape the cross-cultural positioning for audiences.