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Enhancing the Competitiveness of Destination Bulgaria through Digital Transformation in Tourism

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  • Velina Kazandzhieva

Abstract

The relevance of this paper is determined by the dynamic competitive environment of the international tourist markets and the necessity for seeking possibilities for increasing the competitive advantages of Bulgaria as a destination. One of these possibilities is through a digital change of the tourist sector in our country. The research goal in the article is to make an analysis and assessment of the competitiveness of destination Bulgaria, together with defining directions for enlarging it through digital transformation in tourism. In analysing and synthesising for the goals of assessing the competitive positions of Bulgaria as a tourist destination, there are applied the approaches of induction, deduction and glocalisation. The publication is based on the methodology of determining the Travel and tourism competitiveness index of the World Economic Forum. Particular suggestions and recommendations are made for the digital transformation of the tourist sector in Bulgaria on a macro- and micro level. Guiding and stimulating the processes of digital transformation in the various sectors of the national economy, incl. those in tourism, have to be carried out by the state, its governmental authorities and responsible institutions, the respective enterprises and organisations.

Suggested Citation

  • Velina Kazandzhieva, 2021. "Enhancing the Competitiveness of Destination Bulgaria through Digital Transformation in Tourism," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 177-198.
    • Handle: RePEc:bas:econst:y:2021:i:2:p:177-198
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    File URL: https://www.iki.bas.bg/Journals/EconomicStudies/2021/2021-2/11_Kazandzhieva.pdf
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    References listed on IDEAS

    as
    1. Ahmed Bounfour, 2016. "Digital Futures, Digital Transformation," Progress in IS, Springer, edition 1, number 978-3-319-23279-9, February.
    2. Velina Ivancheva Kazandjieva & Hristina Plamenova Filipova, 2018. "Customer’s Perception Assessment of Tech-Related Innovations in Tourism," Business & Management Compass, University of Economics Varna, issue 1, pages 5-20.
    3. Webster, Craig & Ivanov, Stanislav, 2014. "Transforming competitiveness into economic benefits: Does tourism stimulate economic growth in more competitive destinations?," Tourism Management, Elsevier, vol. 40(C), pages 137-140.
    4. Svetla Rakadzhiyska, 2020. "European Integration Influence On Bulgarian Tourism Development," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 46-57.
    5. Alain Dupeyras & Neil MacCallum, 2013. "Indicators for Measuring Competitiveness in Tourism: A Guidance Document," OECD Tourism Papers 2013/2, OECD Publishing.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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