Year 2026, Issue 154

Date published

4.3.2026

Table of content

  • Lyubomira Todorova
    TOUR OPERATIONS BASED ON INNOVATION: NEW APPROACHES AND PROSPECTS IN MODERN TOURISM MANAGEMENT
    JEL: L83, O32, M31
    Keywords: tour operator, innovation management, digital technology solutions in tourism, competitiveness
    Summary: This monograph examines the transformation of tour operator activities in the context of digitalization, changing consumer preferences and increased pressure for sustainability of tourism services. The focus is on developing and testing a model for assessing and improving the innovation effectiveness in tourism enterprises per ... ... ABSTRACT This monograph examines the transformation of tour operator activities in the context of digitalization, changing consumer preferences and increased pressure for sustainability of tourism services. The focus is on developing and testing a model for assessing and improving the innovation effectiveness in tourism enterprises performing tour operator activities. The role of technological solutions such as artificial intelligence, big data and digital platforms in personalizing tourism services and increasing the competitiveness of tour operators is analyzed. The research is based on a mixed methodological approach (survey, interviews and regression analysis) and the theoretical basis is supported by established models of innovation adoption and diffusion. The results obtained show that the application of innovations and digital technologies in tour operator activities significantly improves efficiency, enhances service quality, and creates a higher degree of personalization of tourist services. It is established that targeted management of innovation processes is critical for tour operators aiming to strengthen competitiveness and improve market positioning in a dynamic market environment. CONTENTS INTRODUCTION 11 CHAPTER I: INNOVATIONS IN TOUR OPERATOR ACTIVITIES AND MODERN TOURISM MANAGEMENT 17 1.1. Role of tour operators in the tourism industry 17 1.2. Conceptual framework of innovation in tourism management 31 1.2.1. Definition and classification of innovations 31 1.2.2. Digital transformation: AI, Big Data, Blockchain and their impact on tour operator operations 44 1.3. Innovative approaches in modern tour operations 53 1.4. Innovation-based tour operator model 82 CHAPTER II. INTEGRATED APPROACH TO EVALUATION OF INNOVATIONS IN TOUR OPERATOR ACTIVITIES 91 2.1. Research design and rationale 91 2.2. Data collection methods for evaluating innovations in tour operator activities 99 2.3. Theoretical models for innovation adoption 108 2.3.1. Rogers' Diffusion of Innovations (DOI) model 108 2.3.2. Technology Acceptance Model (TAM) 114 2.4. Analytical techniques 123 2.5. Validity, reliability and limitations of the study 137 CHAPTER III: TOUR OPERATIONS BASED ON INNOVATION BY THE EXAMPLE OF AMAVI TRAVEL LTD 140 3.1. Analysis of the innovation-based tour operator model in Amavi Travel 142 3.2. Research and evaluation of innovation efficiency in Amavi Travel 151 3.3. Opportunities for improving innovation strategies in the sector 179 CONCLUSION 189 REFERENCES 192 APPENDICES 223 APPENDIX 1. EMPLOYEE QUESTIONNAIRE 223 APPENDIX 2. USER QUESTIONNAIRE 226