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Maya Ivanova

Varna University of Management, Department of Tourism, Faculty Member

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Dr. Maya Ivanova has an extensive practical background in the tourism industry. With more than 10 years of professional experience as a tour operator, she developed her expertise in the Management and marketing of travel agencies, Customer service in travel agencies, Event management, Hotel marketing.Also, Maya is an Associate Professor in Tourism and Hospitality at Varna University of Management and a certified IATA/UFTAA instructor. She serves as an Editorial assistant of the European Journal of Tourism Research and has over 40 publications on hotel chains, online platforms and tourism intermediaries, sustainability, and air transport. Her interests include tour operations, aviation, hotel chains, hotel management.

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Bournemouth University

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Palermo University Argentina

Sergio Guerreiro

Nova School of Business and Economics - Universidade Nova de Lisboa

Calaretu Bogdan

The Bucharest Academy of Economic Studies

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Papers by Maya Ivanova

ХАРАКТЕРИСТИКИ НА ТЪРСЕНЕТО НА ВЪТРЕШНИЯ ПЛАНИНСКИ ТУРИЗЪМ В БЪЛГАРИЯ (Domestic Mountain Tourism Demand in Bulgaria)

Social Science Research Network, Oct 1, 2020

Jaz U Digitalnim Vještinama U Turizmu Bugarske

Acta turistica

SAŽETAK: U ovome se članku razmatraju aspekti jaza u digitalnim vještinama u bugarskom turizmu na... more SAŽETAK: U ovome se članku razmatraju aspekti jaza u digitalnim vještinama u bugarskom turizmu na temelju istraživanja koje je koristilo različite metode i obuhvatilo 135 ispitanika putem internetskog upitnika i 16 intervjuiranih sudionika. Rezultati su otkrili da su glavne vještine digitalne pismenosti (rad s operativnim sustavima, vještine rada u programima MS Office i vještine prilagodbe digitalne opreme) najvažnije kako za postojeće tako i za buduće potrebe pa je i njihov jaz najmanji. Vještine koje se odnose na umjetnu inteligenciju, robotiku, unaprijeđenu i virtualnu stvarnost te računalno programiranje najniže su rangirane s obzirom na korištenje. Iako se očekuje da će u budućnosti rasti, ostat će najmanje značajne. Učenje uz rad najpopularnija je metoda osposobljavanja u digitalnim vještinama, iako je gotovo polovica ispitanika izjavila da im tvrtke uopće ne osiguravaju edukaciju u području digitalnih vještina.

Navigating Through The Ocean Of Platform Economy

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Michelin Star System in the Perceptions of Ukrainian Chefs

SSRN Electronic Journal, 2020

Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality & Tourism. Woodeaton Oxford: Goodfellow Publishers Ltd. ISBN: 978-1-908999-49-8. 255 pp

European Journal of Tourism Research, 2013

Opportunities for Product Service System Design in the Process of Transition to a Circular Economy

Маркетинг на рекреационния продукт (Marketing of the Recreational Product)

<b>Bulgarian Abstract:</b> Публикацията разглежда теоретичните и практически аспекти ... more <b>Bulgarian Abstract:</b> Публикацията разглежда теоретичните и практически аспекти на маркетинга на рекреационния продукт. <b>English Abstract:</b> This book chapter elaborates the theoretical and practical issues of marketing the recreational product.

Airlines as Tourist Destination Promoters

SSRN Electronic Journal, 2017

Airlines strongly contribute to a tourist destination development by including it in their route ... more Airlines strongly contribute to a tourist destination development by including it in their route portfolio, thus making the destination more visible and accessible. In this regard, airlines may also collaborate with the local destination management organization and be involved in the destination promotion. They can also organize marketing campaigns of certain destinations, presenting them as new routes in their maps. Current paper elaborates on the airlines' role in the destination promotion and illustrates it through a case study of the Bulgarian Black Sea Coast destination and the four low-cost carriers that recently started operation to Varna and/or Bourgas. Specific insights of the case are discussed, complemented by managerial implications and certain recommendations.

Revenue management for hospitality & tourism

Journal of Revenue and Pricing Management, 2014

Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality &amp... more Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality & Tourism. Woodeaton Oxford: Goodfellow Publishers Ltd. ISBN: 978-1 -908999-49-8. 255 pp.For many years revenue management has developed as an integral part of the successful tourism services management. Due to the heterogeneous nature of the industries comprising the tourism industry, it is difficult to analyse the application of revenue management in tourism/hospitality as a whole. In this regard, "Revenue Management for Hospitality & Tourism", edited by Patrick Legoherel, Elisabeth Poutier & Alan Fyall, appears as an excellent source, which encompasses 17 chapters devoted to revenue management application in the diverse parts of tourism and hospitality. With the broad theoretical overview it provides, backed up with suitable practical examples in the specific context of each of the industries, the book can be considered as a fundamental step for studying and researching revenue management in tourism and hospitality.The book is organised into two main parts. The first part deals with the general concept of revenue management (RM), clarifies theoretical background and outlines components of RM system, while the second part is devoted to different aspects of revenue management in all types of tourism industries - hotels, airlines, car rental, theme parks, heritage attractions, time share, etc.The first part consists of 5 chapters, all them presented by the editors themselves. They introduce readers in the revenue management, provide brief historical background and recognise the strategic necessity of using RM as a continuous process throughout the whole company (Chapter 1). Many practical examples illustrate successful application of revenue management practices in various service sectors. A full theoretical explanation follows in the next chapters (Chapters 2, 3 and 4), examining key RM components, the role of the revenue manager and the holistic revenue management approach. In Chapter 5 is demonstrated how to integrate all parts into an usable and reliable revenue management system.With Chapter 6 by SS Padhi ('Revenue management for fixing quotas and prices of perishable commodities under uncertainty') begins the second section of the book. The author proposes a model aimed at facilitating decision making in uncertain price conditions, using artificial neural network, analytic hierarchy process and goal programming approaches. In Chapter 7 Larry Yu and Huimin Gu analyse the revenue management instruments used by Chinese hoteliers and provide recommendations on overcoming challenges.Restaurant revenue management is the subject of Chapter 8. Cindy Heo refers to restaurant business as non-traditional for revenue management. Capacity and duration of services are the two most important business characteristics that make restaurant RM unique. The chapter further discusses the menu management, price management and customer perception management.Chapter 9 brings to discussion RM at heritage visitor attractions. The author (Anna Leask) critically analyses the challenges for adopting RM in this sector in terms of involvement of various stakeholders, conservation and commercialisation of heritage, lack of reliable and opulent market data. On the basis of a single case study of National Trust of Scotland, the author presents opportunities for heritage visitor attractions to improve and expand their revenue management practices.Theme parks emerge as a comparatively new industry, which is often overlooked by researchers, but their rapid development deserved the attention of Ad y Milman and Kelly Kaak (Chapter 10 - Theme parks revenue management'). Admission fees are the most important source of revenues in theme parks, followed by food and drink, merchandise and game, so revenue management efforts are focused mainly on using appropriate pricing strategies, e. …

Independent or Chain-Affiliated Hotel? The Dilemma of Hotel Employees

Tourism and hospitality management

Purpose – This study examines the relationships between hospitality work experience factors and e... more Purpose – This study examines the relationships between hospitality work experience factors and employees’ preference to work in a chain or independent hotel. Methodology/Design/Approach – Quantitative data were collected from hotel employees in Bulgaria who worked in independent and chain hotels. A total of 150 valid responses were used to conduct factor and regression analyses. Findings – The results illustrate that chain hotels provide a better set of operational standards and guidelines, more and better training than independent ones. They also give more opportunities to their employees for career development, better job security and work experience, but competition among employees in chain hotels is higher than in independent properties, and their employees’ salaries are not always more competitive. The factor analysis showed the existence of five factors. Additionally, ‘Communication and decision-making’ and ‘Resources and planning’ were more important than ‘Remuneration and w...

Customised Vs. Standardised Hotel Service: Are Customers Willing to Pay More for A Customised Experience?

SSRN Electronic Journal

Customisation in hospitality has received comparatively low attention. Therefore, the current stu... more Customisation in hospitality has received comparatively low attention. Therefore, the current study fills this gap by exploring customer perspective on the customisable hotel product elements, and the willingness to pay for them. Findings show that contrary to the global trend towards customisation and personalisation, customers prefer to customise a very few of the hotel services. However, the desire to customise is not always supported by a readiness to pay. The research outlined four groups of products/services in the hotel based on the desire to customise and the willingness to pay for it.

Design of Customer Experiences as a Competitive Advantage

Knowledge International Journal, Feb 15, 2021

Holland, J. and Leslie, D. (2018) Tour operators and operations: Development, Management and Responsibility Wallingford, Oxfordshire: CABI International ISBN: 978-1-78064-823-1

European Journal of Tourism Research, 2018

The 13 book chapters attempt to embrace all multifaceted elements of tour operations. Each chapte... more The 13 book chapters attempt to embrace all multifaceted elements of tour operations. Each chapter aims to enable students in their understanding of the particular topic by following the same structure – starting with the objectives and finishing with discussion questions, as well as relevant case studies for further analysis. Additionally, there is a glossary with specific industry terms used in the chapter, selected related websites and recommended reading, which enhance the pedagogical value of the book. The chapters follow the intuitive business logic from product elaboration to customer relationship and internal operations. Although the conceptual structure might be better illustrated by a figure or model, the authors have pursued a thorough examination of the issues, and have included all management functions, macroand microenvironment, as well as other peculiarities of the tour operations.

Costa, C., Panyik, E. and Buhalis, D. (Eds.) (2013).Trends in European Tourism Planning and Organisation. Bristol: Channel View Publications. ISBN-13: 978-1-84541-410-8 (pbk). 367 pp

European Journal of Tourism Research, 2014

Lisch, R. (2014). Measuring Service Performance. Practical Research for better quality. Gower Publishing Ltd., England. ISBN 9781472411921 (e-book). 213 pp

European Journal of Tourism Research, 2015

Entry modes: lease contract

Travel Marketing, Tourism Economics and the Airline Product. An Introduction to Theory and Practice

Journal of Revenue and Pricing Management, 2018

Hotel Chains' Influence on Local Tourist Industry

Proceeding of Young Scientists Conference at University of Economics-Varna, May 11, 2011

Abstract: The paper deals with direct and indirect impacts of hotel chains entry on local tourist... more Abstract: The paper deals with direct and indirect impacts of hotel chains entry on local tourist industry. Positive and negative effects are discussed, including better visibility of the destination, improved image and popularity, etc. In particular the examined influences in the HRM are rising quality of human resources by training according chain ‚Äôs standards; other hotel-competitors conform their product or take strategy of differentiation; local suppliers and intermediaries are forced to work due to the centralized rules of the hotel chain.

Encyclopedia of Tourism Management and Marketing, 2022

Tourism Information Technology

Journal of Tourism Futures, 2020

article-type="e-review" dtd-version="1.1d1" xml:lang="en"><front id="meta-hdr"><journal-meta><jou... more article-type="e-review" dtd-version="1.1d1" xml:lang="en"><front id="meta-hdr"><journal-meta><journal-id journal-id-type="publisher">JTF</journal-id><journal-id journal-id-type="doi">10.1108/JTF</journal-id><journal-title-group><journal-title>Journal of Tourism Futures</journal-title><abbrev-journal-title abbrev-type="publisher">JTF</abbrev-journal-title></journal-title-group><issn publication-format="print">2055-5911</issn><issn publication-format="online">2055-5911</issn><publisher><publisher-name>Emerald Publishing Limited</publisher-name></publisher></journal-meta><article-meta id="art-meta"><article-id pub-id-type="publisher-id">645677</article-id><article-id pub-id-type="

ХАРАКТЕРИСТИКИ НА ТЪРСЕНЕТО НА ВЪТРЕШНИЯ ПЛАНИНСКИ ТУРИЗЪМ В БЪЛГАРИЯ (Domestic Mountain Tourism Demand in Bulgaria)

Social Science Research Network, Oct 1, 2020

Jaz U Digitalnim Vještinama U Turizmu Bugarske

Acta turistica

SAŽETAK: U ovome se članku razmatraju aspekti jaza u digitalnim vještinama u bugarskom turizmu na... more SAŽETAK: U ovome se članku razmatraju aspekti jaza u digitalnim vještinama u bugarskom turizmu na temelju istraživanja koje je koristilo različite metode i obuhvatilo 135 ispitanika putem internetskog upitnika i 16 intervjuiranih sudionika. Rezultati su otkrili da su glavne vještine digitalne pismenosti (rad s operativnim sustavima, vještine rada u programima MS Office i vještine prilagodbe digitalne opreme) najvažnije kako za postojeće tako i za buduće potrebe pa je i njihov jaz najmanji. Vještine koje se odnose na umjetnu inteligenciju, robotiku, unaprijeđenu i virtualnu stvarnost te računalno programiranje najniže su rangirane s obzirom na korištenje. Iako se očekuje da će u budućnosti rasti, ostat će najmanje značajne. Učenje uz rad najpopularnija je metoda osposobljavanja u digitalnim vještinama, iako je gotovo polovica ispitanika izjavila da im tvrtke uopće ne osiguravaju edukaciju u području digitalnih vještina.

Navigating Through The Ocean Of Platform Economy

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Michelin Star System in the Perceptions of Ukrainian Chefs

SSRN Electronic Journal, 2020

Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality & Tourism. Woodeaton Oxford: Goodfellow Publishers Ltd. ISBN: 978-1-908999-49-8. 255 pp

European Journal of Tourism Research, 2013

Opportunities for Product Service System Design in the Process of Transition to a Circular Economy

Маркетинг на рекреационния продукт (Marketing of the Recreational Product)

<b>Bulgarian Abstract:</b> Публикацията разглежда теоретичните и практически аспекти ... more <b>Bulgarian Abstract:</b> Публикацията разглежда теоретичните и практически аспекти на маркетинга на рекреационния продукт. <b>English Abstract:</b> This book chapter elaborates the theoretical and practical issues of marketing the recreational product.

Airlines as Tourist Destination Promoters

SSRN Electronic Journal, 2017

Airlines strongly contribute to a tourist destination development by including it in their route ... more Airlines strongly contribute to a tourist destination development by including it in their route portfolio, thus making the destination more visible and accessible. In this regard, airlines may also collaborate with the local destination management organization and be involved in the destination promotion. They can also organize marketing campaigns of certain destinations, presenting them as new routes in their maps. Current paper elaborates on the airlines' role in the destination promotion and illustrates it through a case study of the Bulgarian Black Sea Coast destination and the four low-cost carriers that recently started operation to Varna and/or Bourgas. Specific insights of the case are discussed, complemented by managerial implications and certain recommendations.

Revenue management for hospitality & tourism

Journal of Revenue and Pricing Management, 2014

Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality &amp... more Legoherel, P., Poutier, E. & Fyall, A. (Eds.) (2013). Revenue Management for Hospitality & Tourism. Woodeaton Oxford: Goodfellow Publishers Ltd. ISBN: 978-1 -908999-49-8. 255 pp.For many years revenue management has developed as an integral part of the successful tourism services management. Due to the heterogeneous nature of the industries comprising the tourism industry, it is difficult to analyse the application of revenue management in tourism/hospitality as a whole. In this regard, "Revenue Management for Hospitality & Tourism", edited by Patrick Legoherel, Elisabeth Poutier & Alan Fyall, appears as an excellent source, which encompasses 17 chapters devoted to revenue management application in the diverse parts of tourism and hospitality. With the broad theoretical overview it provides, backed up with suitable practical examples in the specific context of each of the industries, the book can be considered as a fundamental step for studying and researching revenue management in tourism and hospitality.The book is organised into two main parts. The first part deals with the general concept of revenue management (RM), clarifies theoretical background and outlines components of RM system, while the second part is devoted to different aspects of revenue management in all types of tourism industries - hotels, airlines, car rental, theme parks, heritage attractions, time share, etc.The first part consists of 5 chapters, all them presented by the editors themselves. They introduce readers in the revenue management, provide brief historical background and recognise the strategic necessity of using RM as a continuous process throughout the whole company (Chapter 1). Many practical examples illustrate successful application of revenue management practices in various service sectors. A full theoretical explanation follows in the next chapters (Chapters 2, 3 and 4), examining key RM components, the role of the revenue manager and the holistic revenue management approach. In Chapter 5 is demonstrated how to integrate all parts into an usable and reliable revenue management system.With Chapter 6 by SS Padhi ('Revenue management for fixing quotas and prices of perishable commodities under uncertainty') begins the second section of the book. The author proposes a model aimed at facilitating decision making in uncertain price conditions, using artificial neural network, analytic hierarchy process and goal programming approaches. In Chapter 7 Larry Yu and Huimin Gu analyse the revenue management instruments used by Chinese hoteliers and provide recommendations on overcoming challenges.Restaurant revenue management is the subject of Chapter 8. Cindy Heo refers to restaurant business as non-traditional for revenue management. Capacity and duration of services are the two most important business characteristics that make restaurant RM unique. The chapter further discusses the menu management, price management and customer perception management.Chapter 9 brings to discussion RM at heritage visitor attractions. The author (Anna Leask) critically analyses the challenges for adopting RM in this sector in terms of involvement of various stakeholders, conservation and commercialisation of heritage, lack of reliable and opulent market data. On the basis of a single case study of National Trust of Scotland, the author presents opportunities for heritage visitor attractions to improve and expand their revenue management practices.Theme parks emerge as a comparatively new industry, which is often overlooked by researchers, but their rapid development deserved the attention of Ad y Milman and Kelly Kaak (Chapter 10 - Theme parks revenue management'). Admission fees are the most important source of revenues in theme parks, followed by food and drink, merchandise and game, so revenue management efforts are focused mainly on using appropriate pricing strategies, e. …

Independent or Chain-Affiliated Hotel? The Dilemma of Hotel Employees

Tourism and hospitality management

Purpose – This study examines the relationships between hospitality work experience factors and e... more Purpose – This study examines the relationships between hospitality work experience factors and employees’ preference to work in a chain or independent hotel. Methodology/Design/Approach – Quantitative data were collected from hotel employees in Bulgaria who worked in independent and chain hotels. A total of 150 valid responses were used to conduct factor and regression analyses. Findings – The results illustrate that chain hotels provide a better set of operational standards and guidelines, more and better training than independent ones. They also give more opportunities to their employees for career development, better job security and work experience, but competition among employees in chain hotels is higher than in independent properties, and their employees’ salaries are not always more competitive. The factor analysis showed the existence of five factors. Additionally, ‘Communication and decision-making’ and ‘Resources and planning’ were more important than ‘Remuneration and w...

Customised Vs. Standardised Hotel Service: Are Customers Willing to Pay More for A Customised Experience?

SSRN Electronic Journal

Customisation in hospitality has received comparatively low attention. Therefore, the current stu... more Customisation in hospitality has received comparatively low attention. Therefore, the current study fills this gap by exploring customer perspective on the customisable hotel product elements, and the willingness to pay for them. Findings show that contrary to the global trend towards customisation and personalisation, customers prefer to customise a very few of the hotel services. However, the desire to customise is not always supported by a readiness to pay. The research outlined four groups of products/services in the hotel based on the desire to customise and the willingness to pay for it.

Design of Customer Experiences as a Competitive Advantage

Knowledge International Journal, Feb 15, 2021

Holland, J. and Leslie, D. (2018) Tour operators and operations: Development, Management and Responsibility Wallingford, Oxfordshire: CABI International ISBN: 978-1-78064-823-1

European Journal of Tourism Research, 2018

The 13 book chapters attempt to embrace all multifaceted elements of tour operations. Each chapte... more The 13 book chapters attempt to embrace all multifaceted elements of tour operations. Each chapter aims to enable students in their understanding of the particular topic by following the same structure – starting with the objectives and finishing with discussion questions, as well as relevant case studies for further analysis. Additionally, there is a glossary with specific industry terms used in the chapter, selected related websites and recommended reading, which enhance the pedagogical value of the book. The chapters follow the intuitive business logic from product elaboration to customer relationship and internal operations. Although the conceptual structure might be better illustrated by a figure or model, the authors have pursued a thorough examination of the issues, and have included all management functions, macroand microenvironment, as well as other peculiarities of the tour operations.

Costa, C., Panyik, E. and Buhalis, D. (Eds.) (2013).Trends in European Tourism Planning and Organisation. Bristol: Channel View Publications. ISBN-13: 978-1-84541-410-8 (pbk). 367 pp

European Journal of Tourism Research, 2014

Lisch, R. (2014). Measuring Service Performance. Practical Research for better quality. Gower Publishing Ltd., England. ISBN 9781472411921 (e-book). 213 pp

European Journal of Tourism Research, 2015

Entry modes: lease contract

Travel Marketing, Tourism Economics and the Airline Product. An Introduction to Theory and Practice

Journal of Revenue and Pricing Management, 2018

Hotel Chains' Influence on Local Tourist Industry

Proceeding of Young Scientists Conference at University of Economics-Varna, May 11, 2011

Abstract: The paper deals with direct and indirect impacts of hotel chains entry on local tourist... more Abstract: The paper deals with direct and indirect impacts of hotel chains entry on local tourist industry. Positive and negative effects are discussed, including better visibility of the destination, improved image and popularity, etc. In particular the examined influences in the HRM are rising quality of human resources by training according chain ‚Äôs standards; other hotel-competitors conform their product or take strategy of differentiation; local suppliers and intermediaries are forced to work due to the centralized rules of the hotel chain.

Encyclopedia of Tourism Management and Marketing, 2022

Tourism Information Technology

Journal of Tourism Futures, 2020

article-type="e-review" dtd-version="1.1d1" xml:lang="en"><front id="meta-hdr"><journal-meta><jou... more article-type="e-review" dtd-version="1.1d1" xml:lang="en"><front id="meta-hdr"><journal-meta><journal-id journal-id-type="publisher">JTF</journal-id><journal-id journal-id-type="doi">10.1108/JTF</journal-id><journal-title-group><journal-title>Journal of Tourism Futures</journal-title><abbrev-journal-title abbrev-type="publisher">JTF</abbrev-journal-title></journal-title-group><issn publication-format="print">2055-5911</issn><issn publication-format="online">2055-5911</issn><publisher><publisher-name>Emerald Publishing Limited</publisher-name></publisher></journal-meta><article-meta id="art-meta"><article-id pub-id-type="publisher-id">645677</article-id><article-id pub-id-type="

AIR TRANSPORT – TOURISM NEXUS: A DESTINATION MANAGEMENT PERSPECTIVE

The aim of current research monograph is to provide a deeper view of the complex relationship bet... more The aim of current research monograph is to provide a deeper view of the complex relationship between the air transport and tourism industries. The adopted point of view – a destination perspective – enables one to go into a more detailed exploration of the topic and to consider issues that usually remain invisible at the strategic managers’ level. The elaborated destination analysis framework and the identification of common points between aviation and tourism set the groundwork for further examination of the air transport-tourism nexus. Therefore, the book would be useful both for students and researchers in the field of tourism, hospitality and destination management, and for practitioners and destination management representatives who may find interesting insights and ideas for improvement. The monograph would be suitable also for managers and representatives from the air transport industry by providing them with the other point of view – that of the local tourist destination – to consider in their strategic growth and negotiation process.

Book review Tourism Information Technology Book details: Tourism Information Technology (3rd edition) Edited

by Stanislav Ivanov and Maya Ivanova