PhD Thesis Presentation

1. Digital Communication
Configurations in Adventure
Tourism in Bulgaria
Dissertation by Plamena Palamarova
Scientific advisor: Prof. Bistra Vassileva,
PhD
University of Economics - Varna

2. Relevance of the topic
Management of multichannel
communication and selection of
an appropriate combination of
channels by organisations.
Tourism sector contributes to
approx. 11% of Bulgaria's GDP
(2019).
Increasing interest of
Bulgarian and foreign tourists
in alternative forms of
tourism.
High potential for developing
adventure tourism services
Digital technologies lead to
dynamically changing user
behaviour.

3. Object, subject and objective
• Objects - Micro and small enterprises offering
services in the adventure tourism sector, incl. those
that introduce this type of services on the market
in Bulgaria.
• Subject – Digital communication configurations
(DCC) of those organisations that can apply them
in their marketing strategies for development,
introduction and commercialisation of products
(services) for adventure tourism.
• Objective - To develop and test a functional model

4. Thesis
In today's dynamic markets, heavily influenced by digital
technologies and the ever-changing and evolving
communication and information patterns of customers, the
design and focused management of digital communication
configurations contributes to improving the digital
performance of organisations implementing them thus
allowing them to adapt their communication strategies to the
dynamics of market changes.

5. CHAPTER ONE:
Theoretical and methodological aspects of digital
marketing communications
I

6. Evolution of the marketing communication
paradigm
• Linear, transactional and
interactive communication
models
• Changing the roles of the
participants in the process
• Real-time communication,
personalised approach and
appropriate choice of digital
channels establish the
background of marketing
communication strategy Social media communications model,
Klepek & Starzyczna, 2018

7. Development of web technologies
• Five main phases in the
evolution of the Internet
and web media
communications - from
Web 1.0 to Web 5.0
• Transition to Web 4.0 -
Smart Network
• Mastering the
capabilities of the
available technological
means for the purposes
of marketing
communication

8. Customers in a digital environment

9. Theoretical foundations of communication
configurations
• Network theory - the framework of
relationships between the individual
elements of each system can be
represented as a network, where the
components of the system are nodes,
and the relationships between them –
edges.
• Communication networks -
communication patterns depicting the
flow of messages and information
between individual communicators
• Configuration approach – dynamics,
flexibility, adaptability of the complex
Link
Node

10. Digital communication
configuration
Dynamic structure of ordered relationships between
participants and channels in the communication
process, which can be modified and adapted to the
changes in the environment and the context, goals or
behavior of individual participants and channels

11. DCC elements and pattern
• Nodes - target
audiences and
stakeholders (including
the source) and
channels
• Edges - tracking the
relationships between
individual nodes and
direction of
communication
• Conversation =
Content + Channel
Nodes
Links
Configuration changes
ChannelsAudiences
M
O
N
I
T
O
R
I
N
G
V
A
L
I
D
A
T
I
O
N
Direction Weight Intensity
E
X
T
E
R
N
A
L
F
A
C
T
O
R
S
Upsizing Downsizing

12. Conceptual
model for
DCC design
- C3E
DCC
Customer
experience
(Adventure tourism service)
Interactive
communication
(Conversation)
Content
(Relationship)
Digital channels
(Communication
medium)
Channe
l
Message
Sender
Recipient

13. Research
methods for
DCC design
in Bulgarian
adventure
tourism
STAGE 1: Secondary data
• Analysis of the specifics and
opportunities for the development of
adventure tourism in Bulgaria
• Analysis of communication trends in
tourism
STAGE 2: In-depth interviews with experts
in the sector in two parts
• Interviews with representatives of branch
organisations
• Interviews with SME representatives
• Interviews with users of adventure travel
services
STAGE 3: Quantitative survey of
customers
• Communication and information habits
• Demographic and psychographic
profile of adventure tourists
STAGE 4: Evaluation of digital
communication tools of adventure service
providers
• Analysis of websites
• Analysis of profiles in social networks of
adventure tourism providers
STAGE 5: Content analysis in social
networks
• Analysis of thematic content of profiles
in social media and user groups
STAGE 6: Building a network model of
communications in adventure tourism
• User profiles
• Approximation matrix
• Network model visualization

14. CHAPTER TWO:
Research and analysis of the digital performance
of adventure tourism sector in Bulgaria
II

15. Adventure tourism
• An alternative form of
tourism
• "Includes at least two of
the following three
elements: physical
activity, natural
environment or
immersion in local
culture" (ATTA)
• Authentic, unique
experiences
• "Soft" and "hard" tourist

16. Trends in Bulgaria
• In the top 10 of developing
countries with the greatest
potential for the development of
adventure tourism services (2020)
• Favourable conditions for
development (natural, biological,
aquatic and infrastructural)
• Growing consumer demand
• Lack of targeted development
strategy and incentives
• It is missing as an accent in the
national tourism communication
strategy
9890
16514
17396 17928
19378
11121
17335 17968
19438
20525
0
5000
10000
15000
20000
25000
2015 2016 2017 2018 2019
BG EN
Search for adventure travel services in Bulgaria by
keyword language (2015 - 2019)
GoogleTrends, 2020

17. COVID-19 trends and
expectations
• Digital presence update -
website redesign, channel
optimization, dialogue and
customer relationship
development
• Greater interest in adventure
tourism (ATTA), individual and
personalized travel
• Focus on domestic tourism,
lesser known destinations and
unique experiences
28%
20%
15%
15%
15%
5%
2%
Органичени
пътувания
Бавно овладяване на
вируса
Липса на доверие
при потребителите
Икономическа среда
Липса на
координинация при…
Бавно
възстановяване на…
Друго
Factors complicating the process of recovery
of international tourism
UNWTO
Travel restrictions
Slow virus containment
Lack of trust in
customers
Economic environment
Lack of coordination in
measures
Flight cancellations
Other

18. Consumer attitudes towards
adventure tourism
• The age group of the
respondent - one of the
leading factors influencing
preferences
• Most preferred - hiking,
camping, cave tourism
• Search for personalized
services, small groups
• Mainly online sources of
information
• Preferred social networks -
FB, IG, YT
28.90%
45.60%
34.20%
73.20%
75.80%
65.10%
61.10%
36.90%
28.90%
15.40%
49.00%
32.90%
45.60%
35.60%
26.20%
Personal growth
Overcoming challenges
Acquisition of new skills /…
New experiences
A touch of nature
"Escape" from everyday life
Rest and relaxation
High adrenaline
Meeting new people
Getting to know other cultures
Creating memories
Testing physical strength and skills
A unique experience
Visiting unpopular places
Small number of tourists / visitors
Motivation to take an adventure trip

19. Digital presence of adventure service providers
• Digital audit and
performance assessment
in social networks
• 16 suppliers were
evaluated according to
pre-set criteria
• The website is a "hub" of
the provider's
communication
configuration
• Possibilities for
Name
Links to
other
channels
Assessment by digital
audit Existence of
a contact
form
Language
versions
Mobile Desktop
Club
Adrenaline
FB, IG, YT 59.75 57.5 да EN
Vertical
World
FB 67.25 67 да
EN, DE,
RU
Horse riding
“Butch"
FB 78.5 80 не EN, RU

20. Network model of basic communication flows and
connections
• Four main groups of
stakeholders:
functional, diffuse,
customer and
regulatory
• Five main customer
segments:
• С1: Beginners
• С2: Thrill seekers
• С3: Adventurers
• С4: Professionals
• С5: Organisations

21. Network model of basic communication flows and
connections

22. CHAPTER THREE:
Design of digital communication configurations in
adventure tourism in Varna and Burgas Black Sea
Tourist Regions
III

23. Functional model for DCC design
• Based on the stages of the
basic project management
process: initiation, planning,
implementation, monitoring
and completion
• Indicates the general
sequence of activities at
each stage
• Assumes dynamics of
variables and repeatability
of the process

24. Redesign of DCC of
VCT(O) Initiation
•Assessment of region resources
•Analysis of brand performance
•Product portfolio overview
•Defining key stakeholders
Planning
•Defining marketing and communication
goals for 3 months
•Determining the necessary connections
•Budget and communication plan
Implementation
•Optimization of communication portfolio
•Building links and connections
•Practical guidelines for implementation
Monitoring
•Determination of basic KPIs
•Predictable configuration changes -
upsizing and downsizing

25. Current DCC of VCT(O)
• 15 nodes
• 46 edges
• Mostly one-way
connections
• Omitted
communication
and image
benefits
• Potential to
expand the
network with
other customer

26. Planned DCC for VCT(O)
• 16 nodes
• 96 edges
• “Open” channels
• Equal number of
connections
(edges) to each
stakeholder
group
• New customer
segment C5
• High density
communication

27. DCC project for Thrilly Initiation
•Assessment of region resources
•Brand identity proposal
•Presentation of product opportunities
•Defining key stakeholders
Planning
•Defining marketing and communication
goals for 3 months
•Determining channels and connections
•Budget and communication plan
Implementation
•Practical guidelines for creating channels
and connections
•Content strategy
Monitoring
•Determination of basic KPIs
•Predictable configuration changes -
upsizing and downsizing

28. DCC project for Thrilly
• 15 nodes
• 67 edges
• Relative weight
of connections
• Equal
connections to
stakeholders
groups
• Website - hub of
the
communication
flows

29. • Tools to track the
performance of each
channel
• Information on the
demographic, socio-
psychographic and
behavioural profile
• Using a combination of
different sources gives
more accurate insights
Digital analysis tools
Website
• Google Analytics
• Yandex Metrics
• Website platform
Facebook
• Page insights
• FB Pixel
• Business Manager
Instagram
• Insights with
similar indicators
YouTube

30. • Advanced testing of the elements of the brand
identity to make sure they are in tune with
customer expectations
• Careful and exact construction of all links between
the nodes – otherwise the configuration will not be
effective
• Developing attractive content and building
relationships with customers
Critical factors for the success of
the DCC project

31. • Applicable to other
sectors after
operationalization of the
functional model
• Communication
efficiency through social
media
• Predominance of video
DCC applications
3798
2000
2000
1000
800
430
416
353
Facebook (+Messener)
YouTube
WhatsApp
Instagram
TikTok
Reddit
Pinterest
Twitter
Most popular social media worldwide as of
10.2020, active users in millions
Statista

32. Application of AI
in the functional
model modules
Initiation
 Web scraping (Serp Digger, DiG)
 Generate brand identity
(Shopify)
Planning
 Analysis of the effectiveness of
communication channels,
selection of target audiences,
communication planning
(Hootsuite, Sendible, AgoraPulse)
Inplementatio
n
 Creating or interpreting
content (HubSpot, Quill)
 Chatbots (Chatfuel)
Monitoring
 Verification of fulfillment of
objectives
 Extraction of data by KPI

33. CONCLUSION
• The proposed functional model and its
operationalisation can be directly applied by
adventure tourism organisations during
development and implementation of their
communication strategies.
• The concept of DCC can be applied by
organisations outside tourism.
• DCC implementation supports organisations
during their transformation and adaptation to the

34. Thank you for your attention!