"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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  DEVELOPMENT OF THE INSURANCE MARKET IN THE CONDITIONS OF FINANCIAL AND ECONOMIC INTEGRATION OF BULGARIA IN THE EU FOR 10 YEARS MEMBERSHIP (2007-2016)

  This study presents the results of a survey conducted in 2017 on the insurance market in Bulgaria, carried out under Project ¹ 22-2017 of the Institute for Scientific Research. The main objective of the survey is to outline the state of the insurance market in Bulgaria after the accession of Bulgaria to the European Union. The argument is that ... This study presents the results of a survey conducted in 2017 on the insurance market in Bulgaria, carried out under Project ¹ 22-2017 of the Institute for Scientific Research. The main objective of the survey is to outline the state of the insurance market in Bulgaria after the accession of Bulgaria to the European Union. The argument is that Bulgaria's accession to the European Union will lead to an expansion of the insurance sector and increase in the financial stability of insurers. Proving the thesis has been achieved by solving the following important tasks: - outlining the situation and trends in the development of key macroeconomic indicators for the period 2007-2016 related to insurance. - outlining the trends in the development of the insurance sector for the period 2007-2016. - outlining the indicators that characterize the place of insurance in the economy for the period 2007-2016. It was found that insurance companies in Bulgaria are financially stable. The pace of development of the insurance market outpaces the rate of growth of gross domestic product. The pace of development of insurance payments lags behind the rate of growth of gross premium income. The pace of investment development in the country outpaces the pace of investment development of insurance companies. Within the period under review, insurance penetration and insurance density are significantly lagging behind the other EU countries.