"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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  MODERN APPROACHES FOR IMPROVING THE INFORMATION SERVICE

  Latest developments in the IT service imply a process of transition from traditional models of managing technologies and resources to a model of managing services. The project deals with issues related to transforming the management of Information services departments into a service management model. A research project for the state of the art of ... Latest developments in the IT service imply a process of transition from traditional models of managing technologies and resources to a model of managing services. The project deals with issues related to transforming the management of Information services departments into a service management model. A research project for the state of the art of IT service management (ITSM) has been presented. Having identified major issues in terms of implementation and development of ITSM, we have analyzed the findings of our research and proposed solutions to existing problems. Hence, the main thesis of the research is that it is possible to identify a single approach to the improvement of the information service which will be based on the transformation of management of IT services into a service management model (ITSM – IT service management). The object of our research is the IT service within organizations, the focus of attention being on entities which have their own IT service departments. The subject of our research is contemporary approaches for improving the management of information services within organizations. The major objective of the research paper is to analyse the findings of our research of employing ITSM in Bulgarian organizations; review existing best practices and identify the potential of employing that model. As a result of an empirical study and analysis of its results, the main conclusions of the present study are as follows: • modern IT requires a transformation of the way of management and functioning of the information services; • the IT service delivery and management model will lead to cost reductions and increased efficiency and efficiency of not only IT service provision but also of the whole organization; • ITSM is a well-known, recognizable approach for improving IS governance in our country, whose implementation, use and development process has already started and expanded.

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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.