Бранд България – гостоприемство в четири сезона с фокус, здравен, делови и развлекателен туризъм : Сборник доклади от юбилеен дискусионен форум
Brand Bulgaria – Hospitality in Four Seasons, with Focus on Health, MICE and Entertainment Tourism : Proceedings from Jubilee Discussion Forum
Contributor(s): Manol Ribov (Editor), Tanya Parusheva (Editor), Mariana Yaneva (Editor), Elenita Velikova (Editor), Asya Pandzherova (Editor)
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: tourism; policy; business; tourism marketing; AI in tourism; specialized types of tourism; brand Bulgaria
Summary/Abstract: The current proceeding is published on the occasion of the 35th anniversary of department “Economics of tourism” at the University of National and World Economy, with the holding of an Jubilee Discussion Forum on the topic “Brand Bulgaria – hospitality in four seasons, with focus on health, MICE and entertainment tourism” on 20-21.02.2025. The proceeding includes 18 paper works, related to the thematic areas of the discussion forum, namely: Tourism, politics and business; Health, business and entertainment tourism; Bleisure tourism, the work nomads concept, Business&Wine&Spa – new trends in tourism; Marketing and rebranding of Bulgaria as a four-season tourism destination; Marketing management of tourism regions in Bulgaria; Digitalization, artificial intelligence and new professions in tourism; Investment interest and entrepreneurship in tourism.
- E-ISBN-13: 978-619-232-894-8
- Page Count: 196
- Publication Year: 2025
- Language: English, Bulgarian
Trends in the Development of Tourism in the Coastal Areas of Bulgaria
Trends in the Development of Tourism in the Coastal Areas of Bulgaria
(Trends in the Development of Tourism in the Coastal Areas of Bulgaria)
- Author(s):Stoyan Marinov
- Language:English
- Subject(s):Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism, Socio-Economic Research
- Page Range:5-14
- No. of Pages:10
- Summary/Abstract:Coastal marine tourism is the dominant type of tourism in the product palette of destination Bulgaria. Over 65% of available beds in accommodation establishments, over 50% of overnight stays by local and foreign visitors and over 70% of overnight stays only by foreign tourists in the country are concentrated on the Bulgarian Black Sea Coast. The article presents and analyzes the official statistical data on tourism in the maritime areas of Bulgaria according to the indicators – accommodation establishments, beds in accommodation establishments, overnight stays by Bulgarian and foreign tourists and occupancy of the available beds. The aim is to outline trends in the development of tourism in the coastal areas of Bulgaria.
Ролята на развлекателните туристически ресурси за формиране на туристическия продукт на туристически регион Северно Черноморие
Ролята на развлекателните туристически ресурси за формиране на туристическия продукт на туристически регион Северно Черноморие
(The Role of Entertainment Tourist Resources in Forming the Tourist Product of the Northern Black Sea Tourist Region)
- Author(s):Dora Kabakchieva, Vanya Vasileva, Sevdzhan Sabrieva
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Socio-Economic Research
- Page Range:15-25
- No. of Pages:11
- Keywords:entertainment tourism resources; entertainment tourism; Northern Black Sea Coast tourist region
- Summary/Abstract:The search for entertainment is among the main motives for tourism, the development of tourism stimulates the emergence of diverse entertainment. People set off on a journey for new unforgettable experiences, positive emotions and excitement. Currently, the entertainment industry is one of the fastest growing industries and this cannot but affect modern trends in the development of tourism. The increase in business activity, the flow of tourists and the need for active recreation require a continuous increase in the number of relevant objects of various categories to meet the expectations of guests and local residents. Although there are already a significant number of entertainment tourism resources in Bulgaria, the problems of their organization and management are still not sufficiently developed. The Northern Black Sea Coast tourist region is one of the tourist regions in the country that concentrate entertainment facilities. Whether they are sufficient, whether they function effectively and how important they are for the formation of the region's tourism product are among the issues considered in this paper. The aim of the publication is to highlight the place and importance of entertainment tourism resources in forming the tourism product of the Northern Black Sea Coast tourist region.
Интегриран маркетинг мениджмънт на туристическите райони и промотиране на регионален продукт – проблеми и решения
Интегриран маркетинг мениджмънт на туристическите райони и промотиране на регионален продукт – проблеми и решения
(Integrated Marketing Management of the Tourist Regions and Promoting of Regional Tourist Product – Problems and Solutions)
- Author(s):Milena Metodieva Karailieva
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Tourism
- Page Range:26-35
- No. of Pages:10
- Keywords:marketing; management; tourist regions; regional product; challenges
- Summary/Abstract:On the one hand, tourist region management concepts based on strategic approach providing innovative and well co-coordinated tourism products is exceedingly important for tourism regions. On the other hand, tourist region marketing is increasingly becoming extremely competitive at a global scope. Exactly competitiveness and tourism concentration create numerous challenges and problems in the creation of consumer loyalty and sustainable competitive advantage in the tourist product in a given region. In this context, the paper aims to analyze the regional concept and attempts to synthesize сhallengеs оf integrative marketing and management of the tourist regions. Tourist regions need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery at a regional level. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all tourist organizations. Managing a destination brand presents many challenges, and this report opens by briefly reviewing the integrative marketing management context, without pretending to be sophisticated. The central focus, this report investigates is the best practices in tourist region as the attempt to identify successful management соncepts at regional level.
Дигиталните номади в концепцията на съвременното хотелиерство
Дигиталните номади в концепцията на съвременното хотелиерство
(Digital Nomads in the Concept of Contemporary Hospitality)
- Author(s):Elena Ilieva, Mira Jendova-Duneva
- Language:Bulgarian
- Subject(s):Social Sciences, Economy, Business Economy / Management, Sociology, Sociology of the arts, business, education, Marketing / Advertising, Tourism, Socio-Economic Research
- Page Range:36-47
- No. of Pages:12
- Keywords:work nomads; contemporary hospitality; P2P-accommodation; hospitality services; Bulgaria
- Summary/Abstract:Digitalized services have entered tourism, which has changed the way how the entire trip is booked and conducted, including the accommodation. In addition, new tourist segments are emerging, the needs and demands of which the modern hospitality is striving to meet. In this regard, digital nomads are seen as a relevant segment for the tourism industry, including modern forms of hospitality. Essentially, they are international tourists who are looking for opportunities for self- development and freedom of lifestyle with an emphasis on work-life balance. Their mobility turns them into consumers of different types of accommodation – both in traditional and alternative hospitality. As proof of the importance of this specific tourist segment is the fact that a number of countries are adopting visa exemptions for this category of travelers. The report aims, based on a content analysis of the Bulgarian hospitality supply, to localize and indicate the available specific hotel products and services for digital nomads on the national market.
Потенциал за развитие на България като целогодишна туристическа дестинация чрез Уелнес и Спа туризъм
Потенциал за развитие на България като целогодишна туристическа дестинация чрез Уелнес и Спа туризъм
(Potential for Bulgaria's Development as a Year-Round Tourist Destination through Wellness and Spa Tourism)
- Author(s):Lyubka Ilieva, Antoaneta Hristova
- Language:Bulgarian
- Subject(s):Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism, Socio-Economic Research
- Page Range:48-58
- No. of Pages:11
- Keywords:tourism; wellness; spa; tourist destination; brand
- Summary/Abstract:Bulgaria has long been recognized as a popular summer coastal and winter ski destination. How-ever, the country has a wealth of natural and cultural resources that can be used to develop a more diverse and sustainable tourism industry. This paper examines the potential of Bulgaria to establish itself as a four-season destination, with a particular emphasis on the opportunities offered by well-ness and spa tourism. Based on a presentation of the features and specifics of the wellness and spa economy, trends in the growth of the wellness and spa tourism market on a national scale, the paper outlines the key aspects around which a brand of Bulgaria based on wellness and spa tourism should be developed.
Анализ на дигиталния маркетинг на туристическа агенция Мистрал Травел
Анализ на дигиталния маркетинг на туристическа агенция Мистрал Травел
(Digital Marketing Analysis of the Travel Agency Mistral Travel)
- Author(s):Nikola Gaydarov, Boris Karageorgiev
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
- Page Range:59-68
- No. of Pages:10
- Keywords:digital marketing; travel agency; tourist services; excursions; competitors
- Summary/Abstract:Along with the development of digital marketing in general, the tourism service has also entered new dimensions of its offering. Online sales are shaping the market in a new way, as consumer-seller communication passes through “electronic” intermediaries. Tourism is a global sector that generates huge revenues and profits. The human resources involved in its operations are also significant. Like any other commercial and economic sector, it is also experiencing the significant impact of rapidly developing digital technologies. The progress of information and communication technologies, which has had an impact on all spheres of life worldwide, has not bypassed tourism services as a product. We can even say that it has changed it completely.
Предизвикателства пред професионално-практическото обучение в специалност „Туризъм“ при Икономически университет – Варна
Предизвикателства пред професионално-практическото обучение в специалност „Туризъм“ при Икономически университет – Варна
(Challenges in Professional and Practical Training in the „Tourism“ Speciality at the University of Economics – Varna)
- Author(s):Krasimira Yancheva, Katina Kostadinova Popova
- Language:Bulgarian
- Subject(s):Social Sciences, Economy, Education, Sociology, Higher Education , Sociology of the arts, business, education, Tourism, Socio-Economic Research
- Page Range:69-81
- No. of Pages:13
- Keywords:professional training; internship; University of Economics – Varna; Tourism speciality
- Summary/Abstract:Globalization and the competitiveness of the tourism sector bring new demands for specialized professional training in fields related to tourism and leisure. Alongside the detailed theoretical knowledge that students acquire in relation to their professional training, internships and industrial practices are a distinctive feature of tourism education, and this is no coincidence. Tourism is an industry in which the workforce creates most of the product's value. If workers are not well-trained and do not possess the necessary skills to operate in a dynamic environment, the competitive advantages of the sector lose their strength. These arguments justify the choice of the topic and its relevance and significance. The report aims to outline the main barriers and limitations to professional and practical training in the oldest tourism specialization in Bulgaria by identifying the weaknesses in accounting for the mandatory internships of students after the third year of their study. The paper posits the hypothesis that the University of Economics – Varna, through its „Tourism“ speciality, could become an example and best practice for conducting professional training, but only if several key issues are addressed, primarily related to the environment and conditions in which the professional training of students takes place. Most of these students are representatives of Generation Z, who are shaping new trends in the tourism labor market. The situational analysis and the data from the survey regarding the overall satisfaction of interns and employers indicate that there are significant discrepancies between the students' training and the requirements of the business. This could only be addressed through the modernization and digitalization of education in a way that meets the demands of the contemporary tourism market.
Роля на планирането в развитието на туристическите дестинации
Роля на планирането в развитието на туристическите дестинации
(Role of Planning in the Development of Tourist Destinations)
- Author(s):Margarita Misheva
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Tourism
- Page Range:82-93
- No. of Pages:12
- Keywords:planning; tourist destinations; development and management; branding
- Summary/Abstract:This article examines important issues related to the development of tourist destinations in the dynamic and rapidly changing conditions and factors of the global tourist market. Special attention is paid to the role and importance of planning as a prerequisite for sustainable development of destinations in order to satisfy the interests of all stakeholders to a high degree. Planning, as a basic function of management, can contribute to a high degree to the positioning and branding of tourist destinations. By means of the method of observation and system analysis, the article highlights the most important characteristics of planning in tourism and highlights the opportunities that this management function provides in the construction of highly recognizable tourist places.
Предизвикателства пред развитието на туристически бранд „Балкани“ през призмата на дестинация България
Предизвикателства пред развитието на туристически бранд „Балкани“ през призмата на дестинация България
(Challenges Facing the Development of the Tourism Brand „Balkans“ through the Prism of Destination Bulgaria)
- Author(s):Kristina Shopova
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism
- Page Range:94-104
- No. of Pages:11
- Keywords:co-branding; tourism destination; Balkan Peninsula
- Summary/Abstract:Co-branding is well known not only in marketing but also in tourism practice. This strategy allows several entities to join their efforts to market a common product that will attract a larger number of consumers and provide greater revenues. An established example of using this approach in tourism is the „Scandinavia“ brand. In the last few months, the idea of creating a „Balkans“ tourism brand has gained popularity at the initiative of the Minister of Tourism of Bulgaria. Such a partnership would provide new opportunities for cooperation and strengthening tourism within the peninsula. However, there are also quite a few difficulties that such co-branding faces. The purpose of this paper is to present some of the threats to the development of the Balkans destination. The research object is the tourism brand Balkans, and its subject is the challenges to its establishment from Bulgaria's point of view. The leading thesis states that there are substantial obstacles to the creation and development of the „Balkans“ brand from the point of view of one of its constituent destinations (Bulgaria). The methodology includes general scientific methods such as analysis, synthesis, comparison, analogy, etc. The main conclusion is that all threats to the co-branding of the Balkan countries as a single tourist destination must be carefully analyzed to be taken adequate actions supporting the successful implementation of the initiative.
Изкуственият интелект в хотелиерството
Изкуственият интелект в хотелиерството
(Artificial Intelligence in Hospitality)
- Author(s):Lyubomira Todorova
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Tourism, ICT Information and Communications Technologies
- Page Range:105-114
- No. of Pages:10
- Keywords:innovation; artificial intelligence; hospitality
- Summary/Abstract:This paper aims to examine the impact of artificial intelligence (AI) on the hospitality industry, focusing on the potential benefits, technological applications and challenges facing the sector. Based on a literature review, analysis of existing data and practical examples from the industry, it aims to show how AI has the potential to transform customer service, operational efficiency and hotel management, while highlighting the need for careful planning of activities and staff relief.
Приложение на изкуствения интелект в ресторантьорството като част от маркетинговото управление на туристическото предприятие
Приложение на изкуствения интелект в ресторантьорството като част от маркетинговото управление на туристическото предприятие
(Application of AI in the Restaurant Industry as Part of the Marketing Management of the Tourism Enterprise)
- Author(s):Ralitsa Georgieva, Angel Stoykov
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
- Page Range:115-124
- No. of Pages:10
- Keywords:digitalization; artificial intelligence (AI); restaurant industry
- Summary/Abstract:Artificial intelligence (AI) is transforming processes in the restaurant industry as part of the marketing management of tourism enterprises. Through data analysis and personalized offers to the visitors, artificial intelligence enhances customer service, optimizes operations, and enables the creation of targeted advertising campaigns. Its implementation leads to increased efficiency, reduced costs, and higher revenues by automating processes such as inventory management and demand forecasting. The current paper aims to explore the application of artificial intelligence in the restaurant industry, as part of marketing management, creating opportunities to improve the guest experience, optimize operational processes, and digitize service.
Икономическо и социално значение на достъпността като основен фактор в съвременния туризъм
Икономическо и социално значение на достъпността като основен фактор в съвременния туризъм
(Economic and Social Importance of Accessibility as a Key Factor in Contemporary Tourism)
- Author(s):Veronika Denizova, Vihren Kirilov
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Tourism, Socio-Economic Research
- Page Range:125-138
- No. of Pages:14
- Keywords:accessible tourism; social inclusion; economic benefits; persons with disabilities; fundamentals of tourism
- Summary/Abstract:The publication explores the economic and social benefits and effects of accessible tourism, focusing on Europe and Bulgaria. It explores the financial and business benefits of accessible tourism, the social benefits of accessibility in tourism and the wider societal impact of making tourism an inclusive experience for all. Good practices and successful policies are highlighted to demonstrate how accessible tourism can be a key driver of both economic prosperity and social inclusion. Recommendations are made on how to ensure accessibility of tourist attractions, sites and services.
Националните здравни системи като предпоставка за развитието на медицинския туризъм
Националните здравни системи като предпоставка за развитието на медицинския туризъм
(National Health Systems as a Prerequisite for the Development of Medical Tourism)
- Author(s):Veselina Portarska, Desislava Aleksandrova
- Language:Bulgarian
- Subject(s):Social Sciences, Economy, Business Economy / Management, Sociology, Health and medicine and law, Economic development, Marketing / Advertising, Tourism
- Page Range:139-147
- No. of Pages:9
- Keywords:medical tourism; health insurance systems; health tourism; digitalization; national systems; Beveridge model; Bismarck model
- Summary/Abstract:In the era of globalization, digitalization and rapid technological progress, medical tourism is an important aspect for both national health systems and from a global health perspective. The institutional characteristics of national health systems shape the demand for medical tourism, as well as having a determining influence on the nature of its impact on a particular country. Knowing the characteristics of the national healthcare systems of particular countries and taking them into account leads to a highly effective marketing policy.
Характеристики на сватбения туризъм като развлекателен вид туризъм
Характеристики на сватбения туризъм като развлекателен вид туризъм
(Characteristics of Wedding Tourism as an Entertainment Type of Tourism)
- Author(s):Simona Madzharova
- Language:Bulgarian
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Tourism, Socio-Economic Research
- Page Range:148-155
- No. of Pages:8
- Keywords:wedding tourism; characteristics; motivation; recreational tourism; Bulgaria
- Summary/Abstract:The scientific report aims to analyze the aspects of motivation for wedding tourism and the profile of wedding tourists. The research interest is focused on the development of the wedding sector. The emphasis is on the characteristics of wedding tourism. Wedding tourism is highlighted as a recreational type of tourism. A special place is given to the complex of specific elements that determine it. The author defends the thesis that wedding tourism is a complex of specific elements that determine it as a recreational type of tourism.
Оценка на връзката между практиките на отговорния туризъм и устойчивостта на дестинацията: рамка за анализ на заинтересованите страни и показатели за устойчивост
Оценка на връзката между практиките на отговорния туризъм и устойчивостта на дестинацията: рамка за анализ на заинтересованите страни и показатели за устойчивост
(Evaluation of the Relationship between Responsible Tourism Practices and Destination Sustainability: A Framework for Stakeholder Analysis and Sustainability Indicators)
- Author(s):Lilly Stanoeva
- Language:Bulgarian
- Subject(s):Social Sciences, Economy, Business Economy / Management, Sociology, Evaluation research, Policy, planning, forecast and speculation, Economic development, Tourism
- Page Range:156-165
- No. of Pages:10
- Keywords:sustainable tourism; responsible tourism; destination sustainability; sustainability indicators
- Summary/Abstract:Tourism is one of the most significant economic sectors worldwide, providing employment, generating revenue and contributing to cultural exchange. However, its impact on the environment, local communities and economic stability poses challenges that require sustainable solutions. In this context, responsible tourism has emerged as a concept that integrates economic, social and environmental aspects aimed at long-term sustainability. This paper aims to provide a conceptual and practical basis for establishing a theoretical framework on the relationship between responsible tourism and the sustainability of tourism destinations. To this end, the role of stakeholders will be examined and key indicators for measuring sustainability will be analyzed.
Човешките ресурси в туризма и внедряването на изкуствен интелект
Човешките ресурси в туризма и внедряването на изкуствен интелект
(Human Resources in Tourism and Implementation of Artificial Intelligence)
- Author(s):Darina Zvetanova
- Language:Bulgarian
- Subject(s):Economy, National Economy, Business Economy / Management, Tourism, Human Resources in Economy, ICT Information and Communications Technologies
- Page Range:166-175
- No. of Pages:10
- Keywords:tourism market; artificial intelligence; development; human resources; challenges
- Summary/Abstract:The purpose of this study is related to the understanding of managers in tourism companies on the occasion of the development of effective strategies for training and development of personnel by Assist. human resources challenges in the process of deploying AI in the tourism sector. As the results of the study help companies with the provision of empirical data on the impact of training and reskilling related to operational efficiency. The subject of research is tourism companies focused on the implementation of AI and investments in training human resources for AI integration. The subject of research is the implementation of AI in tourism companies and integration through human resources training programs to achieve operational efficiency. The thesis of the study is based on the need for a strategic approach to the training and retraining of personnel on the occasion of the successful integration of AI in the management of processes in travel companies. The research problem posed in the development is related to the challenges to human resources in the implementation of AI in the tourism sector and the impact of investments in training and reskilling of operational efficiency.
Развитие на винения туризъм в България
Развитие на винения туризъм в България
(Development of Wine Tourism in Bulgaria)
- Author(s):Dimitar Krastev
- Language:Bulgarian
- Subject(s):Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
- Page Range:176-185
- No. of Pages:10
- Keywords:wine tourism; branding; wine regions in Bulgaria
- Summary/Abstract:Wine tourism is one of the fastest and most successfully developing niche forms of alternative tourism worldwide. It is the opposite of mass tourism, with a focus on exclusivity, emotions and experiences. Moreover, wine tourism is a complex phenomenon because it involves not only visiting a winery, strolling through vineyards, wine tasting, and purchasing wine. It is not solely associated with private entrepreneurial activities, as it directly engages an entire destination along with its subsystems and individual components (restaurants, hotels, travel agencies, infrastructure, landmarks, other tourist activities, etc.). Therefore, the development and branding of Bulgaria as a wine destination should be considered and encouraged as a comprehensive regional process.
Ролята на изкуствения интелект в трансформацията на хотелиерската индустрия: предимства и предизвикателства
Ролята на изкуствения интелект в трансформацията на хотелиерската индустрия: предимства и предизвикателства
(The Role of Artificial Intelligence in Transforming the Hospitality Industry: Advantages and Challenges)
- Author(s):Agnes Bacheva
- Language:Bulgarian
- Subject(s):Social Sciences, Economy, Business Economy / Management, Sociology, Social Informatics, Tourism, ICT Information and Communications Technologies
- Page Range:186-196
- No. of Pages:11
- Keywords:artificial intelligence; hospitality industry; transformation; advantages; challenges
- Summary/Abstract:Artificial intelligence (AI) plays a crucial role in the transformation of the hospitality industry, providing new and innovative opportunities for significantly improving customer service and optimizing operational processes. This article examines the main advantages and challenges associated with the effective implementation of AI in the hotel sector. Specific examples of successful AI applications are analyzed, as well as the necessity for substantial investments in staff training and data security. The article also offers guidelines and opportunities for future research in this field. It emphasizes the importance of strategic and careful implementation of AI to achieve competitive advantages and sustainable growth in the hospitality industry.
