probably I can help here been Bulgarian myself, generally the way you behave you receive the appropriate service.
For example in some resort historically there has been long line of british on benefits coming on holiday which has been paid by UK social services - unfortunately when that kind of people go on holiday it is non stop bing drinking and really rude attitude so they receive exactly what they have been saking for as a service.
Having said that in other resorts we have perfectly fine UK families which receive very good service 
Probably it will wise to try get a resort in private and make sure you do not end up in option 1 surrounded by brit binge drinkers.
You can have a very pleasent holiday in Bulgaria in fact for some reason most bulgarians give better service to foreign tourists than to native as myself.
Other thing to bear in mind is some thing are not exactly rudeness. For example I am leaving long time in UK consider rude the way I have been treated in German food superstores: after you pay cashier does not wait for you to pack your food, just starts throwing next customer's stuff - this is not considered rude in Germany - this is just effective german way of doing things faster. In some respect you can see the same hapenning in Bulgaria.
This is just the way the things happen there, not exactly the slow and very pollite UK way.
Lat but not least avoid overcrowded resorts like Sunny Beach - they have been overbuild lately with too many new hotels for same beach.
I myself prefer small but luxury resorts on the south of Bourgas like Duni Royal resort: http://www.duni.bg/
Also the camping sites and beaches on the south of Bourags are way better.