Application of the web based technologies in tourism ( The praxis of Bulgarian tour operators and travel agencies ) Author: Tania Gorcheva, Associated Professor, Dep. International Business, Tsenov Academy of Economics Svishtov, Bulgaria

Contents Introduction to the problem Introduction to the problem The relation “technical progress – tourism business” The relation “technical progress – tourism business” Survey – application of the web technolo- gies in the praxis of Bulgarian firms Survey – application of the web technolo- gies in the praxis of Bulgarian firms - Methodological fundament - Survey results

Introduction to the problem What are the web technologies as an innovation in tourism for? They translate the communication with customers from the real to the virtual space and make the distribution cost lower, so the firms gain competitive advantages.

The relation “technical progress – tourism business” The relation “technical progress – tourism business” The influence of modern technologies will be studied in the following aspects:  Electronic nets  Semantic nets  Web sites  Computer animation On the base of those aspects we construct a profile of the web technologies in the tour operators and agencies firms

Survey – application of the web technologies in the praxis of Bulgarian firms Methodological fundament of the estimation of the present situation а) Questionnaire to the – 584 tour operators and agencies, no respondent b) Questionnaire includes three sections of questions –Observation information about the firm –Profile of the applied web technologies in the firms –Implementation problems and difficulties

First section. Study of the profile of the applied technologies Structure of the observed firms in the field of tourism Structure of the observed firms in the field of tourism Character of the relation “level of technology – level of firm development” Character of the relation “level of technology – level of firm development” Possibilities to gain competitive advantages through the web technologies Possibilities to gain competitive advantages through the web technologies Possibilities for growing of the framework with the help of technology Possibilities for growing of the framework with the help of technology

Structure of the observed firms in the field of tourism -Name and location of the firm -Type of the enterprise -Scale of firm: small/big/medium - Main characteristics - Structure measures; - Share measures Character of the relation “level of technology – level of firm development” - Applied software products - Type of the Internet-based technologies - Purpose of using the Internet - Structure measures ; - Quality measures

Main connection for analysis Is there a connection between the size of the firm and the level of the web technology? What kind of connection exists between the firm activity and the applied web technology? What kind of technology finds priority in the praxis? Are there any problems and barriers in the process of implementation of web technologies?

Results from the survey Structure of the observed firms in the field of tourism А) Structure of the observed firms in the field of tourism small, 94% big, 0% medium, 6%

Profile of the web technologies in the tour operator firms Character of the relation “level of technology – level of firm development” b) Character of the relation “level of technology – level of firm development” 20% 45% 46% 0%0%50% Integrated software Accounting software Other products

Main aspects of using the Internet based technologies 88% 86% 85% 72% 2% 0% 10%20%30%40%50%60%70%80% 90% 100% We don’t use Analyses of competitors Market analyses Communication with the customers Submitting information Advertising /

Character of the relation “level of technology – level of firm development” (web technology is exploited for) 6% 3% 2% 0%1%2%3%4%5%6%7% Check of the normative documents Contact foreign partner Online payment operations For everything Reservations – tickets, hotels, product packages Communication flow in the firm

Forms of innovation Own site or portal 83% We use other portals, but don’t have our own site 11% We don’t have our own site/ portal 6% A Corporate site Other portals Without a portal / site What kind of form does the firm use to present its own activities to the public

Forms of innovation 2% 3% 5% 8% 12% 37% 43% 0%5%10%15%20%25%30%35%40%45%50% "D to D" Can’t under- stand “D to D” "B to D" others none "B to C" "B to B" Applied forms of e-business

Possibilities to gain competitive advantages from the web technologies 12% 68% 78% 85% 0%10%20%30%40%50%60%70%80%90% E-payment Разплащания Reservations PR - information Advertising Application of the firm Internet site

Possibilities for growing of the framework with the help of technology 2% 6%6% 3% 2% 0%1%2%3%4%5%6%7% The partners are cannot use the web technologies T here is not a terminal for e-payment in the city The customers are not informed enough Because of thee-business the agencies are not needed Not enough personal qualification Bad or not a reliable Internet connection Problems of the small city Barriers for applying the web technologies

Possibilities for growing of the framework with the help of technology 0% 2% 3% 5% 6% 11% 15% 17% 0%2%4%6%8%10%12%14%16%18% The technology is not needed No motivation to apply innovations Bad communications High cost of qualification Not an efficient investment No qualified personnel Technologies are too complicated High costs No difficulties Difficulties in applying the web technologies

CONCLUSIONS Compared to the world level of innovative technologies, Bulgarian tour operators and agencies are far from this level. They use the simplest form of the web technologies: Compared to the world level of innovative technologies, Bulgarian tour operators and agencies are far from this level. They use the simplest form of the web technologies: The electronic and business nets and integrated reservation systems are still rare; The electronic and business nets and integrated reservation systems are still rare; They are more expensive in the field of Internet based technologies and direct reservation systems; They are more expensive in the field of Internet based technologies and direct reservation systems; They are convinced that the Internet technologies are appropriate for purposes such as advertising, communication, PR – information, but they do not use those technologies for e-payment or e – business. They are convinced that the Internet technologies are appropriate for purposes such as advertising, communication, PR – information, but they do not use those technologies for e-payment or e – business. At present there are predominantly small and medium-sized firms in Bulgaria, working in the field of tourism distribution. However, we have not discovered a clear connection between the size of the firm and the level of applied web technologies in their activities. At present there are predominantly small and medium-sized firms in Bulgaria, working in the field of tourism distribution. However, we have not discovered a clear connection between the size of the firm and the level of applied web technologies in their activities. The problems for Bulgarian tour operators and agencies in using the web technologies are of different kind. The problems for Bulgarian tour operators and agencies in using the web technologies are of different kind.