BREAKING BOUNDARIES: Y AND ZGENERATIONS IN SCIENCE AND INNOVATION

2025 - 2025

Current editor(s): Hristina Blagoycheva

From University of Economics Varna
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2025, issue 1

ENTREPRENEURIAL ATTITUDE AND ENTREPRENEURIAL INTENTIONS OF GENERATIONS Y AND Z TO START THEIR OWN OR CONTINUE A FAMILY BUSINESS pp. 17-28

Ivaylo Kostov

TOURISM DEVELPOMENT THROUGH GOOD BIG DATA MANAGEMENT: CHALLENGES AND ALTERNATIVES TO DATA OPENING AND SHARING IN THE TOURISM SECTOR Abstract In recent years data management has become a buzzword on a global scale. The development and widespread adoption of artificial intelligence present economic sectors with the challenge of collecting, analysing, and interpreting vast amounts of data to make informed decisions based on market conditions. This, in turn, enhances their competitiveness. Tourism is no exception. As one of the most dynamically developing industries, the travel sector processes various data for millions of travellers worldwide. This highlights the key mission of tourism companies to implement data analytics technologies in the context of sustainable tourism development. Successful data management in tourism is fundamental to the sector's future pp. 29-42

Krasimira Yancheva Katina Popova

CHALLENGES AND PROSPECTS IN THE IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE (AI) IN THE RECORDING INDUSTRY pp. 43-55

Rosen Stoev

THE SUSTAINABLE LEADER: SIX KEY COMPETENCIES IN THE CONTEXT OF ESG TRANSFORMATION pp. 56-69

Maria Lazarova

DIGITAL TRANSFORMATION OF HIGHER EDUCATION AND GENERATION Z: MOTIVATIONS, CHALLENGES, OPPORTUNITIES pp. 70-88

Margarita Lyubomirova

PARTICIPATION IN THE MARINE MEDICINE PROGRAMME A PLEDGE TO BUILD ORGANISATIONAL AND LEADERSHIP SKILLS FROM YOUNG SCIENTISTS pp. 89-97

Yana Mihailova Georgi Kostadinov

GENERATIONS Y AND Z IN THE DIGITAL ERA: THEIR ROLE IN LABOR MARKET DEVELOPMENT AND INNOVATION pp. 98-109

Velislava Petkova

GENERATIONS Y AND Z AND THEIR ATTITUDE TOWARDS RESISTANCE TO CHANGE pp. 110-120

Emilia Kirecheva

SOME CHALLENGES TO HUMAN RESOURCE MANAGEMENT IN THE CONTEXT OF DIGITIZATION pp. 121-131

Hristina Kolarova and Daniela Yordanova

APPROACHES TO OPTIMIZING THE MANAGEMENT OF ENERGY EFFICIENCY IN A MANUFACTURING ENTERPRISE pp. 132-145

Hristina Kolarova and Daniela Yordanova

THE IMPACT OF TEAM ORGANIZATION ON TEAM EFFECTIVENESS pp. 146-161

Stanislava Ivanova

PROCESSES AND FACTORS INFLUENCED ON CITIZEN JOURNALISM AND ITS PARTICIPATION IN THE ECONOMIC ENVIRONMENT pp. 162-173

Dilyana Toncheva

THE EVOLUTION OF FOOTBALL SPONSORSHIP: TRANSITION FROM TRADITIONAL BRANDING TO DIGITAL PRESENCE pp. 174-180

Bojidar Panayotov

OPTIMIZING TIKTOK ADVERTISING THROUGH ARTIFICIAL INTELLIGENCE pp. 181-196

Victoria Pavlova

THE GLASS CEILING: AN INVISIBLE BARRIER WITH REAL CONSEQUENCES pp. 197-207

Ralitsa Petkova

BEEHIVE MONITORING SYSTEM pp. 208-218

Hristo Sabev, Silvia Parusheva and Mariya Armyanova

PEER-TO-PEER (P2P) LENDING – ESSENCE AND APPLICATION IN BULGARIA pp. 221-241

Teodora Dobreva

IMPACT OF INFLATION ON THE ECONOMY IN BULGARIA AND EUROPEAN UNION COUNTRIES pp. 242-255

Ana-Maria Vasileva and Gabriela Hristova

CHALLENGES FACING THE AMERICAN ECONOMY IN THE CONTEXT OF GLOBAL DEDOLARISATION pp. 256-268

Mihael Ivanov

THE BALANCE BETWEEN FREEDOM OF EXPRESSION AND HATE SPEECH IN THE DIGITAL AGE: LEGAL AND ETHICAL CHALLENGES pp. 269-276

Nikol N. Mladenova and Kristiyan G. Ivanov

HR PRACTICES IN INTERNATIONAL MANAGEMENT: A CASE STUDY OF CLUNETECH pp. 277-287

Daniela Karagyozova and Ivana Hadzhiyska

MODERN DIMENSIONS OF BANKING REGULATION IN THE CONTEXT OF THE DIGITAL REVOLUTION pp. 288-302

Anita Angelova

GRAPE CULTIVATION AND WINE PRODUCTION - A COMPARATIVE ANALYSIS OF BULGARIA AND OTHER EUROPEAN COUNTRIES pp. 303-311

Zlatko Zlatev

STATE OF THE FUEL MARKET WORLDWIDE, IN THE EU AND BULGARIA pp. 312-320

Iliyana Filipova

STUDY ON THE STATE OF PACKAGING OF PERFUMERY PRODUCTS pp. 321-330

Hande Vezhdi Asla Ibryam

SUSTAINABLE DEVELOPMENT THROUGH EFFICIENT USE OF RESOURCES AT SOLVAY SODI AD pp. 331-345

Melin Velieva

THE GREEN DEAL AND ITS EFFECTS ON THE BULGARIAN ECONOMY pp. 346-356

Sevil Sedatova Natalia Tabakova

PROBLEMS OF CORPORATE CASH FLOW MANAGEMENT (USING THE EXAMPLE OF " PALACE OF CULTURE AND SPORTS " EAD - VARNA AND " NATIONAL PALACE OF CULTURE - CONGRESS CENTER SOFIA " EAD - SOFIA) pp. 357-369

Aleksandra Kamenova

FEATURES OF RECORDING EXPENSES AND INCOME IN MAIN TOURIST SERVICES (BY THE EXAMPLE OF: "GRIFFID HOLI" EOOD – GOLDEN SANDS RESORT, CITY OF VARNA) pp. 370-382

Milena Mladenova

SUPPLY CHAIN ANALYSIS FOR WOODEN FURNITURE AT INTER IKEA GROUP pp. 383-398

Neli Zhelyazova

INNOVATIVE APPROACHES AND TECHNIQUES FOR HUMAN RESOURCES SELECTION IN ORGANIZATIONS pp. 399-409

Elitsa Asenova

ANALYSIS OF THE FINANCIAL POSITION BASED ON THE EXAMPLE OF SHELLY GROUP SE pp. 410-421

Damyan Veselinov

ARTIFICIAL INTELLIGENCE AND ROBOTS IN THE TOUR GUIDE PROFESSION pp. 422-435

Vladimira Valchanova and Dimitria Hadzhiyska

SMART WELLNESS IN BULGARIA: THE ROLE OF DIGITIZATION AND ARTIFICIAL INTELLIGENCE IN THE REVOLUTION OF PERSONALIZED WELLNESS EXPERIENCES pp. 436-449

Ivanina Dimitrova

ENTREPRENEURIAL PROJECT FOR AN EDUCATIONAL PLATFORM pp. 450-460

Victoria Georgieva

The Ocean Cleanup: A Revolution in Ocean Conservation pp. 461-473

Lyubomira Nikolova

OPPORTUNITIES FOR SUSTAINABLE URBAN LOGISTICS FOR "CHATALDJA" DISTRICT, VARNA pp. 474-485

Nesrin Eredzheb Filipa Yordanova

DATA LITERACY IN TOURISM SECTOR pp. 486-497

Ani Popkrasteva

KEY INDICATORS FOR TOURISM DATA COLLECTION IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT pp. 498-511

Silvia Grudeva

THE NEED FOR RELIABLE BENCHMARKING IN THE TOURISM SECTOR pp. 512-531

Krasimira Evtimova and Stiliyan Tsvetkov

TECHNOLOGIES FOR DATA MANAGEMENT AND ANALYSIS IN THE TOURISM SECTOR pp. 532-545

Kosta Kostov

FESTIVAL OF CINEMA AND FOOD pp. 546-557

Todor Fargov

INTEGRATION OF AI IN ACCOUNTING: PERCEPTIONS OF ACCOUNTANTS IN BULGARIA pp. 558-570

Nadezhda Hristova

GREEN WORDS, GOLDEN PROFITS: GREENWASHING IN THE LUXURY FASHION INDUSTRY pp. 571-580

Preslava Diyanova Stoyanova