Stela Dragova | University of Salzburg (original) (raw)
Uploads
Papers by Stela Dragova
Information and Communication Technologies in Tourism 2014, 2013
It is generally acknowledged, that the image of a tourist destination plays a significant role in... more It is generally acknowledged, that the image of a tourist destination plays a significant role in the destination selection process. Consumers, while searching for destination information tend to choose a destination with a strong and favourable image. Studies show that destinations primarily compete based on the perception of the image in the minds of customers. In order to design appropriate marketing strategies, it is therefore of paramount importance for a destination management organization (DMO) to understand what image exists in the minds of its potential consumers. In addition, it is vital to understand how the perceived image changes, depending on the communication channel being used. The following research aims to investigate how the destination image of Lithuania changed after the exposure to the DMO website. In order to carry out the research, a quasi experimental design was used. The following research reveals that exposure to the DMO website facilitates change in one's perception of the destination image, particularly in its cognitive and unique components. The research findings contribute to the improvement of the online marketing strategy of the Lithuania´s DMO.
Volunteer tourism is a social phenomenon which inspires researchers and academics to investigate ... more Volunteer tourism is a social phenomenon which inspires researchers and academics to investigate it since quite a long time. Although the motivation for volunteering is a relatively covered topic in the last decade (Clary et al. 1998; Clary and Snyder 1999), researchers are nowadays getting concerned with the reasons which drive people to travel and at the same time get involved in unpaid activities. Most of the researches which explore the motives for participation in volunteer tourism are qualitative (Sin 2009; Chen and Chen 2011; Pan 2012 etc.). Volunteering as an activity on the other hand posses well established motivation assessment scales and inventories. Lately, authors like Carlo et al. (2005) highlighted a different approach to understand volunteering through the relation between personality traits and volunteer motivation. Carlo et al. (2005) has proven that particular traits can have an impact on pro social behavior, which on the other hand leads to volunteering involvement. Two measurement instruments from the research literature are adopted for the purpose of the following study–the Big Five Inventory (BFI) and the Volunteer Functions Inventory (VFI).
The factors which drive people to get involved in volunteer trips are still in their beginning stage. Authors that investigate volunteer travelers’ motives utilize mainly qualitative approaches and most of the studies are exploratory in their nature (Brown 2005; Chen and Chen 2011; Lo and Lee 2011). Given the fact that volunteer tourism consists of the terms ―volunteering‖ and ―tourism‖ and there is existing inventory that measures volunteer motivation, the author considers appropriate to adapt the Volunteer Function Inventory (VFI) to the following study. Nevertheless, that classifications obtained by qualitative approaches (Brown 2005) are also taken into consideration, as well as the main motivations factors for travel.
Another aspect of the following study is related to personality traits and how they influence the reasons for volunteer tourism. The author has adopted one popular personality measurement system in the recent years – the Big Five Inventory (BFI). However, because this study is not psychology, but tourism directed and the author doesn’t possess sufficient background of social psychology knowledge, the personality traits have smaller significance for the purpose of this master thesis.
The rationale for conducting this study arises after reviewing the literature on the volunteer topic, where the majority of the studies have focused on volunteers coming from Western and developed countries. Bulgaria as developing and one of the poorest countries in the EU is not volunteer tourism destination, but on the contrary a country which sends volunteers abroad.
The study compares two groups of samples – Bulgarian and Austrian young volunteers, that have taken part in at least one volunteer experience in their life.
UoAS Salzburg Master Programme IMT-E Stela Dragova
3
The methodology adapted for this study is mainly quantitative. The general sample size is 110 which is sufficient number for the purpose of this study. The findings indicate a lot of similarities between eastern and western volunteer travelers. The main reasons for volunteering according to the VFI for both samples are Understanding, Enhancement and Values. Two additional motives are discovered through open-ended question – desire to travel and cultural immersion. The self-reported questions on personality also announce similar results for both samples. Typical personality traits for Austrians and Bulgarians are – Openness, Extraversion and Conscientiousness. Finally the study explores which motives and traits influence future volunteer behavior. Three motivators and one personality trait are the highest predictors of future volunteering intentions.
Drafts by Stela Dragova
The world trade organization (WTO) was established 1995 to regulate international trade between c... more The world trade organization (WTO) was established 1995 to regulate international trade between currently 164 members by replacing the General Agreement on Tariffs and Trade (GATT) existing by then since 1947. The European Union (EU) as well as its member countries are also members of the WTO. The main goal of the WTO as per its own definition is that “trade flows as smoothly, predictably and freely as possible”. WTO aims for multilateral trade liberalization through lowered Most-Favored-Nation (MFN) tariffs achieved on several negotiation rounds (e.g. Doha round) (Bagwell, 2016:1128)
Information and Communication Technologies in Tourism 2014, 2013
It is generally acknowledged, that the image of a tourist destination plays a significant role in... more It is generally acknowledged, that the image of a tourist destination plays a significant role in the destination selection process. Consumers, while searching for destination information tend to choose a destination with a strong and favourable image. Studies show that destinations primarily compete based on the perception of the image in the minds of customers. In order to design appropriate marketing strategies, it is therefore of paramount importance for a destination management organization (DMO) to understand what image exists in the minds of its potential consumers. In addition, it is vital to understand how the perceived image changes, depending on the communication channel being used. The following research aims to investigate how the destination image of Lithuania changed after the exposure to the DMO website. In order to carry out the research, a quasi experimental design was used. The following research reveals that exposure to the DMO website facilitates change in one's perception of the destination image, particularly in its cognitive and unique components. The research findings contribute to the improvement of the online marketing strategy of the Lithuania´s DMO.
Volunteer tourism is a social phenomenon which inspires researchers and academics to investigate ... more Volunteer tourism is a social phenomenon which inspires researchers and academics to investigate it since quite a long time. Although the motivation for volunteering is a relatively covered topic in the last decade (Clary et al. 1998; Clary and Snyder 1999), researchers are nowadays getting concerned with the reasons which drive people to travel and at the same time get involved in unpaid activities. Most of the researches which explore the motives for participation in volunteer tourism are qualitative (Sin 2009; Chen and Chen 2011; Pan 2012 etc.). Volunteering as an activity on the other hand posses well established motivation assessment scales and inventories. Lately, authors like Carlo et al. (2005) highlighted a different approach to understand volunteering through the relation between personality traits and volunteer motivation. Carlo et al. (2005) has proven that particular traits can have an impact on pro social behavior, which on the other hand leads to volunteering involvement. Two measurement instruments from the research literature are adopted for the purpose of the following study–the Big Five Inventory (BFI) and the Volunteer Functions Inventory (VFI).
The factors which drive people to get involved in volunteer trips are still in their beginning stage. Authors that investigate volunteer travelers’ motives utilize mainly qualitative approaches and most of the studies are exploratory in their nature (Brown 2005; Chen and Chen 2011; Lo and Lee 2011). Given the fact that volunteer tourism consists of the terms ―volunteering‖ and ―tourism‖ and there is existing inventory that measures volunteer motivation, the author considers appropriate to adapt the Volunteer Function Inventory (VFI) to the following study. Nevertheless, that classifications obtained by qualitative approaches (Brown 2005) are also taken into consideration, as well as the main motivations factors for travel.
Another aspect of the following study is related to personality traits and how they influence the reasons for volunteer tourism. The author has adopted one popular personality measurement system in the recent years – the Big Five Inventory (BFI). However, because this study is not psychology, but tourism directed and the author doesn’t possess sufficient background of social psychology knowledge, the personality traits have smaller significance for the purpose of this master thesis.
The rationale for conducting this study arises after reviewing the literature on the volunteer topic, where the majority of the studies have focused on volunteers coming from Western and developed countries. Bulgaria as developing and one of the poorest countries in the EU is not volunteer tourism destination, but on the contrary a country which sends volunteers abroad.
The study compares two groups of samples – Bulgarian and Austrian young volunteers, that have taken part in at least one volunteer experience in their life.
UoAS Salzburg Master Programme IMT-E Stela Dragova
3
The methodology adapted for this study is mainly quantitative. The general sample size is 110 which is sufficient number for the purpose of this study. The findings indicate a lot of similarities between eastern and western volunteer travelers. The main reasons for volunteering according to the VFI for both samples are Understanding, Enhancement and Values. Two additional motives are discovered through open-ended question – desire to travel and cultural immersion. The self-reported questions on personality also announce similar results for both samples. Typical personality traits for Austrians and Bulgarians are – Openness, Extraversion and Conscientiousness. Finally the study explores which motives and traits influence future volunteer behavior. Three motivators and one personality trait are the highest predictors of future volunteering intentions.
The world trade organization (WTO) was established 1995 to regulate international trade between c... more The world trade organization (WTO) was established 1995 to regulate international trade between currently 164 members by replacing the General Agreement on Tariffs and Trade (GATT) existing by then since 1947. The European Union (EU) as well as its member countries are also members of the WTO. The main goal of the WTO as per its own definition is that “trade flows as smoothly, predictably and freely as possible”. WTO aims for multilateral trade liberalization through lowered Most-Favored-Nation (MFN) tariffs achieved on several negotiation rounds (e.g. Doha round) (Bagwell, 2016:1128)