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  SOFIA CITY TOURIST IMAGE IN SELECTED SOCIAL MEDIA

  The pandemic situation greatly changed the entire tourism sector and influenced the digital search and importance of the tourist destination image and presence in social media. Moreover, the virtual trips, open galleries and museums for virtual tours are expected to generate future interest and enhance the tourist arrivals in post-pandemic era. ... The pandemic situation greatly changed the entire tourism sector and influenced the digital search and importance of the tourist destination image and presence in social media. Moreover, the virtual trips, open galleries and museums for virtual tours are expected to generate future interest and enhance the tourist arrivals in post-pandemic era. At the same time the identification of recognizable image-making attractions at destination level is complex process and difficult measure and manage. The purpose of the study is to identify and evaluate the presence of major tourist attractions in different digital channels – social media and platforms, as recognizable image-making sites about capital city. The methodology is primary data analysis of freely shared digital content based on key words and hashtags used in social media such as Instagram, Pinterest, Flikr. The data was gathered manually from 15th Apr 2015-15th May 2021 and 17000 posts in total were analysed for this study. The impact of the content was evaluated by type of pictures, major attractions and number of likes, comments and shares on the post. The results showed that there is limited number of digital contents related to the selected specific key words. There is no clear image of the Sofia city in the analysed social channels.

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  THE CONSUMER CHOICE OF TOURISM PRODUCTS – SUSTAINABLE CRITERIA FOR MARKET SEGMENTATION

  The purpose of this paper is to empirically identify relevant and sustainable criteria for segmentation of Bulgarian consumers of tourism products in the process of making purchasing decisions. The study draws on original data gathered through an online survey of 898 Bulgarians, which was analysed using a range of statistical tests. Segmentation ... The purpose of this paper is to empirically identify relevant and sustainable criteria for segmentation of Bulgarian consumers of tourism products in the process of making purchasing decisions. The study draws on original data gathered through an online survey of 898 Bulgarians, which was analysed using a range of statistical tests. Segmentation was performed using cluster analysis (hierarchical and non-hierarchical clustering). The analysis suggests that Bulgarian consumers of tourism products can be adequately and consistently segmented on the basis of five criteria: (1) their preferred mode of travel, (2) mode of planning and organising tourist trips, (3) the type of tourism they prefer, (4) the budget they normally spent for tourism and (5) their preferences regarding used sources of information. The market segments identified are directly related to a specific aspect of consumer choice in the purchase decision process. The results of this study can be used by providers of tourism services (tour operators, travel agencies, etc.) when defining the parameters of the tourist services they offer in order to influence consumer choice in the purchasing decision process.

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  DIGITAL MARKETING IN RETAIL BANKING – ANALYSIS OF MANAGERS’ ATTITUDES

  This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes ... This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes of the managers regarding the purpose of the paper. Firstly, there is a positive correlation between a positive attitude towards digital retail banking services and motivation for their current use in Serbia. Most respondents (75.9%) believe that digital sales channels will replace traditional bank branches in the foreseeable future. This reflects a general acceptance and recognition of the role of digitalization in the banking sector. In this regard, 24.2% believe that digital transformation is critical for driving business performance and increasing market share. This research contributes to the growing body of knowledge on digital transformation in the banking sector and provides valuable insights for banks in Serbia and beyond.