"Scientific research" Almanac

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  RESEARCH ON THE STATE AND TRENDS IN THE MOBILE BUSINESS DEVELOPMENT IN THE HOSPITALITY INDUSTRY OF BULGARIA

  The main aim of the present paper is to study and analyze the current state of the hotel information systems in Bulgaria and the possibilities for implementation of mobile information technologies in the hotel sector. The research thesis is defined in the following way: the modern hotel sector in Bulgaria has a clear need for more efficient ... The main aim of the present paper is to study and analyze the current state of the hotel information systems in Bulgaria and the possibilities for implementation of mobile information technologies in the hotel sector. The research thesis is defined in the following way: the modern hotel sector in Bulgaria has a clear need for more efficient information systems management, which can be improved on the basis of the most up-to-date information and communication technologies, including mobile ones. The stated aim also determines the specific tasks of the research, which are: 1. Theoretical study of hotel information systems and their importance for the hotel industry. 2. Exploration of popular reservation platforms and their application in different categories of hotels in Bulgaria. 3. Evaluation of the functionalities of hotel information systems in Bulgarian hotels and their readiness for their development and improvement. 4. Evaluating the economic benefits and risks of introducing modular technologies into hotel information systems. 5. Development of a practical methodology for the implementation of a mobile hotel information application. 6. Development of a website for online survey and popularization of the results of the survey of hotel information systems among the different categories of hotels in Bulgaria. The main conclusion of this study is that the use of mobile information technologies can bring substantial benefits to the hospitality sector in Bulgaria and contribute to the sustainable development of the tourism in the 21st century.

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  CONTRIBUTION OF DIGITAL MARKETING CHANNELS IN THE ONLINE STUDENT ACQUISITION

  Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online ... Bulgarian higher education that has been undergoing significant changes in the recent years has created the need for the universities to apply typical marketing instruments in order to reach potential students. At the same time, digital channels are the preferred sources of information for young people. The frequent use of paid online communication by the higher educational institutions renders it necessary to manage the used channels in an effective way. This paper aims to present an approach to determining each digital channel’s contribution in the acquisition of students online, by applying multi-touch attribution model that considers the special features of educational products. The data-based attribution model takes into account the interest of the potential students to use different digital marketing channels and the extent to which they find the information in the specific channel useful, as well as their past experience with the channels. A review of possible applications of digital marketing channels has been made, as well as an overview of the data based attribution models proposed in the scientific literature so far. Recommendations have been made on the use of specific channels in the field of higher education marketing that, based on the estimated parameters of the tested model. It has been found that the channels that contribute most to the acquisition of students online are: (1) display advertising; (2) social media advertising (Facebook); (3) paid search channel. The tested model has a satisfying predictive validity.

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  INNOVATIONS AND INTELLECTUAL PROPERTY – CURRENT STATE AND IMPACT ON COMPANY DEVELOPMENT

  The aim of this paper is to establish the impact of innovations and intellectual property rights on the company development, on the basis of an empirical study. The object of the survey is enterprises of the manufacturing industry and the subject – the relationship between innovations and intellectual property rights, individual and team approach ... The aim of this paper is to establish the impact of innovations and intellectual property rights on the company development, on the basis of an empirical study. The object of the survey is enterprises of the manufacturing industry and the subject – the relationship between innovations and intellectual property rights, individual and team approach as a source for generating multipurpose benefits for the companies. The tasks deriving from the objectives are as follows:First, carrying out research on the current state of innovation, intellectual property rights and results achieved in enterprises. Sec-ond, determining the impact of innovations and intellectual property rights on compa-ny development and identifying benefits for the business. Third, identification of key problem areas and formulation of ideas and proposals for speeding up corporate de-velopment through innovations and intellectual property rights. The research thesis is that opportunities for business development can be created through implementation of innovations and operation of intellectual property objects. Systematic, structural and integrated approaches, inductive and deductive methods, index and comparative methods, questionnaire surveys, interviews and other methods have been used. On the basis of the empirical research, the following results have been achieved: the broad and multifaceted use of innovations and intellectual property objects, combined with the individual creativity and creative abilities of teams, helps companies achieve better results and company benefits.