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Finance, Accounting and Business Analysis 
Volume 4 Issue 1, 2022 

http://faba.bg 

Covid-19 Influence on The Digitalization of Travel Agencies' Training 

Policy  

Nikola Tanakov1, Daniel Parushev2, Angel Stoykov3  

1Department of Regional Development, University of National and World Economy, Sofia, Bulgaria 
2Department of Management, University of National and World Economy, Sofia, Bulgaria 
3Department of Economy of Tourism, University of National and World Economy, Sofia, Bulgaria 

Info Articles  
 

Abstract 

Keywords:  
tourism, COVID-19, impacts, 
recovery, sustainability, crisis, 
digitalization, transformation 

 Objective: The article authors aim to make an extensive review of the current 

literature to clarify the conceptual apparatus and the difference between travel 
agencies and their users, as well as to trace the extent to which digitalization 
supports the communication between them from the COVID -19 transformation 

opportunities impact. To achieve this, the authors will first look at why and how 
COVID-19 can be an opportunity for transformation, discussing the circumstances 
and issues which are raised by the pandemic. 

Methodology: The article authors use a questionnaire to show in percentage terms 
the extent to which digitalization transforms and whether it improves 

communication between stakeholders. This type of research is the most widespread, 
because the feedback from the respondents can be assessed the fastest and to 
measure their satisfaction with the services in all areas of tourism, but especially in 
terms of tourist communication. The popularity of this method is due on the one 

hand to the different forms of conducting a survey (classic questionnaire, graphic 
questionnaire, mobile application), as well as the variety of means by which the 

method can be applied (electronic survey, paper survey, telephone survey). Surveys 
are widely recognizable among consumers, and they are generally open and willing 
to answer questions, especially if they are popular, attractively designed, time-
consuming and easy to complete. The survey is among the methods that are suitable 
for constant, daily receiving feedback and measuring satisfaction. 

In order the survey to be effective, the authors of the article make an electronic 
version in which the risk of making a statistical error that would divert or change the 
rate of regression or decline is reduced. The survey was successfully conducted due 
to the current topic of the article and the motivation of the respondents. Correctly 
filled in questionnaires are 100 in number and they include not only travel agents 
but also their long-term users, the results are illustrated in the form of graphs, cakes, 

and are calculated in percentage so that one can confirm from the hypotheses that 
the authors set at the beginning of the study. 

Results: The article will also look at the main impacts, behaviors and experiences 
by three major tourism stakeholders (tourism demand, supply and destination 
management organizations and politicians) during the three phases of COVID-19 

(response, recovery and reset). 

Implication: In this way, this article identifies the basic values, institutions and 
suggestions which the tourism industry and the scientific community must challenge 
and break in order to advance and zero the boundaries of research and practice. 
This provides an overview of the type and scale of tourism impacts and the COVID-

19 implications in the tourism field. 

 

  

   

*Address Correspondence:   
E-mail: ntanakov@unwe.bg1,  
              d.parushev@unwe.bg2 
              angel.stoykov@unwe.bg3 
 

 

 

 



Finance, Accounting and Business Analysis 4 (1) 2022 

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INTRODUCTION 

 
COVID-19 (declared as a pandemic by the WHO, March 12, 2020) has a significant impact on 

global economic, political, socio-cultural systems. Health communication strategies and measures (e.g. 

social distancing, travel and mobility prohibitions, community blocking, stay-at-home campaigns, self or 

compulsory quarantine, congestion reduction) have stopped global travel, tourism and leisure. As a highly 
vulnerable industry to numerous environmental, political, socio-economic risks, tourism has become 

accustomed and has become resilient to recovery (Novelli, Gussing Burgess, Jones, & Ritchie, 2018) from 

various crises and outbreaks (e.g., terrorism, earthquakes, Ebola)., TORS, Zika). However, the nature 
unprecedented circumstances and impacts of COVID-19 shows the signs that this crisis is not only 

different but may have profound and long-term structural and transformational changes in tourism such as 

socio-economic activity and industry.  

In fact, this global and enormous scale, multidimensional and interconnected impacts challenging 
current values and systems leading to a global recession and depression are the most distinctive features of 

this pandemic. 

The COVID-19 impact on tourism will be uneven in the space and time, and in addition to the 
human tool, estimates show a huge and international economic impact: international tourist arrivals are 

estimated to fall to 78%, leading to a loss of $ 1.2 trillion from tourism export earnings and 120 million 

direct redundancies in tourism, a sevenfold impact from 11th September and the biggest drop in history 

(UNWTO, 2020). As one of the most important global employers (1 in 10 jobs are directly related to 
tourism, UNWTO, 2020) and the main contributor to GDP for several countries, tourism and COVID-19 

are the epicenter of all international discussions and economies. 

Within the thriving industry discussions and tourism and COVID-19 research, there is a 
unanimous invocation to see and use the pandemic as an opportunity for transformation (Mair, 2020). The 

industry must not only recover, but also rethink and reform the next normal and economic order, while 

researchers must not use COVID-19 solely as another context to replicate existing knowledge to measure 

and forecast the impact of tourism (Gössling, Scott , & Hall, 2020; Hall, Scott and Gossling, 2020). 
Although, such studies are important for pandemic management, they do not increase knowledge and / or 

take the industry a step further. In addition, due to the interrelated socio-cultural, economic, psychological 

and political impacts of COVID-19 on such a scale, unforeseen trajectories are instead expected historical 

trends and the predictable strength of "old" explanatory models may not work. In addition, there is 
sufficient evidence to argue that both the tourism industry and research have matured well, providing 

sufficient knowledge on how to study and effectively: (1) design and implement recovery and response 

strategies in crisis (e.g., McKercher & Chon, 2004); (2) building resilience to deal with future crises (Hall, 
Prayag, & Amore, 2017).  

 

LITERATURE REVIEW  

 

The authors of the article give a brief retrospective of the basic theoretical concepts in this field - 
"tourism" and "travel" which are synonymous and are often used to carry out activities related to 

recreation, but they have a different meaning. The generally accepted definition by the academic 

community of the term "Travel" is a word that implies moving from one point to another for a specific 
purpose, be it work or any other. The term 'tourism', on the other hand, implies travel from one point to 

another, but includes residence for a certain period or includes several trips to certain destinations, which 

takes place outside the usual place of residence. "Every type of tourism is a trip, but not every trip is a type 

of tourism" This predetermines the difference between the two concepts. A person may be sent on business 
to a certain destination, which may have various attractions, historical sites, lakes, but his main task is 

work. Such a person is defined as a “potential tourist” (Velikova, Elenita, Kaleychev, Svetoslav (2016) 

Introduction in tourism pp. 19-22.) 
There is one peculiarity in the field of the tourism industry - for the most part the tourist product 

reaches the end user through intermediaries. In their turn, form a distribution channel that aims to 

transform goods, services, experiences and also from one form that would not be attractive to consumers, 

to another that they would prefer. Unlike other industries in tourism, the enterprises connecting the site 
(tourist place) and the subject (tourist) are part of the tourist industry. The active functioning of the 

considered economic entities on the tourist market is a consequence of the massification of tourism and the 

intensive relations between supply and demand on the tourist market. The need for intermediaries in 
tourism is determined by: 

• The territorial remoteness and remoteness between the demand and supply of tourist services; 

• Lack of market transparency; 

• Lack of sufficient time, real opportunities and accumulated experience on the part of the 



Finance, Accounting and Business Analysis 4 (1) 2022 

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majority of users; 
• Need for advance booking due to limited capacity; 

• Immobility, etc. "Spatial and temporal fortification" of the tourist service. 

This need `has an objective in nature and can be met only in an organized manner with strict 

consideration and real combination of economic interests of different participants in market relations. 
(Neshkov, Marin. Travel agency and transport in tourism, Varna, 2007, p.12 ) 

Travel intermediaries can be divided into two main types in the difference of their activity - tour 

operator, abbreviated tour operator and travel agent, abbreviated travel agent. 
After a brief theoretical review of scientific authors such as M. Coltmant, M. Neshkov, M. 

Yaneva and others and considering the basic definitions and set features of tourism activities, for the needs 

of current research, the authors define the travel agent as a "business unit (natural or legal person") mainly 

intermediary activity, which is realized by paying commissions for the sale of package services 
("Produced" by the tour operator or single trips, use of leisure time, tourism, etc.) 

 

HYPOTHESES DEVELOPMENT AND RESEARCH METHODS 

 
According to the mentioned theoretical and conceptual framework and based on the study’s 

problem, questions and objectives, our hypotheses are placed as follows: 

Hypotheses (1): The COVID-19 consequences build a barrier and mistrust between consumers 

and travel agents in the last two years and do not provide tourists with the opportunity to freely express 
their views on the Bulgarian tourism business and actively use complaints as a source of information to 

improve service or product. 

 

Hypotheses (2): Successful digital communication from the impact of COVID-19 creates 

conditions and opportunities for improving the presentation of products and services that enhance the 
image of the tourism business in Bulgaria. 

 

FINDINGS 

 
The tourism industry has become one of the fastest growing sectors of the economy worldwide. It 

is identified as a key factor in developing countries and as a key element in shaping socio - economic 

progress. (Lam, Jason M.S., Tan, Seng Huat, Oh, Yit Leng (2013) Exploring Internet influence towards 

travel satisfaction, 1-3.) Much of the rapid development of the tourism sector is due to several key factors, 
namely higher income of the population, increased use of free time, decreasing travel costs, easy access to 

tourist destinations, digitalization of tourist services, etc. In the last few years, the unprecedented 

epidemiological situation has confronted the tourism industry, both in Bulgaria and worldwide, with one 
of its biggest crises. According to the World Travel & Tourism Council and their survey of 185 countries 

and 25 world regions in 2020. Employed in the field of tourism are about 272 million people, compared to 

2019, where they were about 334 million, which shows a decline in jobs by nearly 62 million people. 

Before 2019 the tourism industry accounts for 10.4% of global GDP, while in 2020. the percentage drops 
to 5.5, which is nearly 50% drop caused by COVID 19. According to the World Travel & Tourism 

Council, the total loss to the tourism industry in one year was $ 4.5 trillion. This crisis has set a huge start 

for a shift in the tourism industry towards sustainable tourism and crisis management. During one of the 
worst crises for the tourism industry in the last 20 years, in addition to threats, many opportunities were 

opened to create preconditions for the development of the tourism product and ways to reach end users. 

Undoubtedly, the incredible speed of new events, technological changes and non - human circumstances, 

such as the COVID - 19 pandemic, have made society and the tourism industry better able to cope with the 
challenges unknown to them. (Sharma et al., 2020) / P. Sharma, T.Y. Leung, R.P. Kingshott, N.S. 

Davcik, S. CardinaliManaging uncertainty during a global pandemic: an international business perspective 

J. Bus. Res., 116 (2020), pp. 188-192 /. The role of technology and digitalization in supporting a number 
of countries, industries, organizations and even social contacts is becoming vital for future development. 

The digitalisation has had a major impact on the tourism product and the tourism industry as a 

whole since the 1990s. Rapid development in this sector and innovation create preconditions for the 

creation of new business models, which allow a large part of the end users to have easier access to 
information and choice. The huge variety of electronically based tourist sites and entities has led to a 

change in the marketing policy of presentation of tourist products and increase their sales. This puts 

tourism as a leading e-commerce industry. 
Undoubtedly, if travel agents want to be competitive, they must accept the possibilities of 

digitalisation and the role of technological development. Industry 4.0 is a revolution that brings with it an 

unlimited number of opportunities. Defined as a trend for automation, data exchange and production of 



Finance, Accounting and Business Analysis 4 (1) 2022 

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technologies, including robotic ones and artificial intelligence, travel agents must undoubtedly change their 
course of development. Smart technologies play a huge role in the social life of the end user of the tourism 

industry and this trend will continue to develop and the use of technology will become an integral part of 

our lives. 

Travel agencies must continue to follow the innovations and trends of the dynamic tourism 
market and the desires of the end user, which are related to facilitating the accessibility of the desired 

tourism product. In recent years and especially after the influence of COVID-19, the main trends that are 

followed by consumers stand out. Travel agents are increasingly resorting to the possibilities of mobile 
applications (applications) which provide a huge opportunity to characterize the end user and determine 

his desired products. Through mobile devices, the user can fully plan their trip - booking a hotel in the 

desired destination until a time for a guided tour, and even opening the hotel room via your mobile phone. 

Artificial intelligence (AI) and chatbots are also used in the tourism industry. In most cases, 
chatbots are used by travel companies for faster and easier communication with the end user through pre-

programmed artificial intelligence. There are two main types of chatbots - audio and text. The advantages 

of chatbots is the opportunity they give to travel companies to communicate with an unlimited number of 
end users for various types of issues - related to reservations, upcoming weather forecast, local attractions 

and more. 

Reporting consumer ratings through various platforms on the Internet has a huge impact on the 

demand and supply of various tourism products. This method motivates the business to pay attention to 
every detail and the quality of the offered products undoubtedly increases. On the other hand, the end user 

has the opportunity to research in advance the desired destination and obtain information that would help 

in choosing the desired product. 
The limitations which are caused by COVID-19 and the rapid development of digital technologies 

have set new notions for a virtual tour. Despite its first appearance in 1994, over the years virtual reality 

has become increasingly popular among tourist users. In recent years, due to the huge restrictions on 

travel, tourists have increasingly resorted to the possibilities of virtual reality. Many travel agents are vying 
to ensure their safety, employees, customers, brand image and liquidity, so they made virtual tours of their 

sites, and in addition to the 360-degree tour, some included text fields and some audio descriptions of the 

sites. 
This has allowed tourist users to reach long distances through virtual walks that provide emotions 

and adventures different from the standard ones so far and could attract more tourists. 

One thing is for sure - the change in business models is happening extremely fast and the main 

reason for this is technological progress and high levels of digitalization. New opportunities open up every 
day and the number of new technologies produced grows with each passing day. The tourism industry fails 

to fully implement all the possibilities of current technological progress and digitalization. Tourism needs 

to embrace digitalisation quickly if it is to be sustainable. Business models and investments in travel agents 
must be focused on new technological opportunities. 

The industry transformation of COVID-19 following effects should help the industry to rethink 

and implement a human-oriented and responsible environment for sustainability and well-being. 

Therefore, mobile applications (for accommodation, check-out, room keys, mobile payments, bookings-
purchases), self-service kiosks, in-room entertainment and e-shopping technologies in the destination (eg 

virtual reality for virtual visits to destination museums, attractions and destinations , movies), robots 

(reception and concierge services, food delivery museums), websites with activated artificial intelligence 
and a chat box for communication and customer service, digital payments (eg digital wallets, paypal, 

credit cards). In addition, the new operational environment imposed by the COVID-19 measures requires 

companies to adopt new technologies and applications to ensure crowd management and the number of 

people gathered in public places (eg airports, shopping malls, museums, restaurants, hotels), human 
disinfectors and hand disinfection equipment, applications for identification and management of human 

health identity and profiles. 

As a result, COVID-19 has led to greater government intervention in the functioning and activities 
of the tourism industry. The government has also become a much bigger player in the tourism economy 

(for example, the renationalisation of airlines and other travel companies and tourism infrastructure such 

as airports). This is very unique as previous crises have generated research and institutional interest, but 

they have not had an impact on policy, especially in tourism (Hall et al., 2020). 
However, systems theory and crisis management argue that crises must be considered collectively. 

COVID-19 seems to have raised political, geopolitical and managerial issues that will need to use 

frameworks and concepts from these disciplines to enlighten such research. 
For the purposes of the study for the current article, the research team has developed its own 

survey, which includes questions aimed at examining the attitudes of both consumers and employees of 

travel agencies towards the digitalization of communication policy in tourism. The survey reached 100 



Finance, Accounting and Business Analysis 4 (1) 2022 

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respondents, with over 65% of the participants being employed in the field of tourism. The main target 
groups of people who participated in the survey are respectively - 70% aged between 18 and 30 years. and 

24% between the ages of 31 and 40. The outlined age groups will clearly show the attitudes of the 

generations directly involved in the fourth technological revolution, as direct users of the capabilities of 

digital devices and digital communication, both in tourism and socially. point. 
 

 

 

After reviewing the questionnaires, the authors of the current article notice a growing trend in the 
use of social networks as a source of information and an opportunity for marketing tools for travel 

agencies. As can be seen in Fig. 1, in general, the users of social networks as an opportunity to offer tourist 

services are 71%, distributed respectively in different frequencies, as can be seen in the figure. 

Do you use social networks to advertise / offer 
travel services?

Yes always Yes, often Yes, rarely No

Figure 1 



Finance, Accounting and Business Analysis 4 (1) 2022 

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Almost all respondents find social networks as a way to reach travel opportunities with only 1% of 

respondents answering negatively. This is due to the age groups outlined earlier and digital devices that 

have become part of people's lives. The figure shows the clear impact of digitalization on tourism demand, 
which will be reflected in the demand from travel users to travel agencies. 

 

Figure 3 shows that social media is a reliable source, but you need to check the information in 

several different sources. This is more due to the low control of fake news in Bulgaria. The media is one of 
the last places in the EU for media freedom. Respondents find it difficult to distinguish between real offers 

for tourist products. 

 

 

Do you find it easier to access travel 
opportunities through social networks?

Yes, definitely Yes, but not always I cant say No

Figure 2 

0
10
20
30
40
50
60
70

Yes, completely Yes, but I always check the
information through

several information sources

I cant say No

Do you consider social networks to be a reliable source when 
taking a trip?

Figure 3 

0

10

20

30

40

50

Yes, definitely Yes, but not always I can not decide No

Is it successful to offer your travel services on 
social networks?

Figure 4 



Finance, Accounting and Business Analysis 4 (1) 2022 

24 

 

The attached figure 4 clearly shows the opinion of travel agencies on the services offered on social 
networks. It can be clearly seen that a total of 63% consider the successful implementation of tourist 

services on social networks, distributed in different strengths of confirmation. 18% cannot judge whether 

reaching the end user is a success, and 16% completely deny that their placement on social media services 

is a success. This, according to the authors, is due to the fact that for some travel agencies and end users it 
is difficult to transform from offline to online services. 

 

This study aims to find out the extent of the change in the communication policy of travel 

agencies and the attitudes of travel consumers towards the products offered and the way they present 

themselves through the new digital opportunities. The results of it show changes in agencies and high 
levels of digitalization. Many tourists are starting to plan their tourist trips through social networks, online 

booking sites, websites and more. digital opportunities, which must completely change the understanding 

of travel agencies' necessary levels of digitalization in order to reach end users as successfully as possible. 

Consumer attitudes consumers after KOVID 19 is a clear sign of a necessary change in the presentation of 
tourism products by travel agencies. After the sharp introduction of distance communication, tourist users 

realize the need for easy access to choose their travel products. 

Something very important is related to the flow of information that reaches the end users after the 
surveys. The results of Figure 3 reveal that 14% of people consider social networks to be a reliable source, 

and 64% check the information through several information sources, which reveals the need for well-

positioned in various digital platforms, but also quality service to be reflected in them. 

 

DISCUSSION AND CONCLUSIONS 

 
COVID-19 has led to many socio-cultural, economic and psychological impacts on various 

tourism stakeholders, some of which will remain for years. Although studies examining the reality of 

impacts, forecasting tourism demand and benchmarking good and best practices are very useful and 
contextually interesting for assessing the impact of COVID-19 on different geographical sectors and 

stakeholders. Digitalization offers to expand our knowledge of crisis management, as well as to potentiate 

the pandemic's potential to expand the challenges facing the tourism industry. 

This article purpose has to inspire tourism scientists to consider and use COVID-19 as a 
transformational opportunity to reform their thinking when designing and conducting research, and for 

tourism institutions to change their standards and indicators to motivate and evaluate purpose, role and 

impact. of research in the field of tourism. In addition, crises also accelerate technological innovation and 
change (Colombo, Piva, Quas and Rossi-Lamastra, 2016). However, they should not be seen as inevitable, 

indisputable and impossible to reshape and readjust in order to serve real needs and significant values. 

The analysis is not exhaustive with regard to COVID-19 impacts while the impacts may not be the 

same for all participants from the same group of tourism stakeholders. For example, COVID-19 has 
different impacts on travel agents based on their characteristics, such as the nature of the travel sector 

(intermediaries, event transport organizers, type of accommodation or attraction provider), their size, 

location, management and ownership style. Similarly, highly diverse tourist demand (e.g., leisure and 
business travel, group and independent tourists, tourists with special interests such as religious, gay and 

0
5

10
15
20
25
30

Active work with
social networks

Easy access to
booking sites

(Booking,
Hotels.com,
Airbnb, etc.)

Reservations via
mobile

applications

More frequent
use of travel

agency websites

Less frequent use
of travel agencies

to choose a
destination

I do not find
changes in
consumer
attitudes

What are the main changes you notice AFTER THE PANDEMIC 
in the attitudes of consumers towards the way they search 

for tourist products?

Figure 5 

 



Finance, Accounting and Business Analysis 4 (1) 2022 

25 

 

lesbian, corporate travelers) also means that the different impacts and consequences of COVID-19 are 
expected and deserve to be explored for different market segments. COVID-19 tourism research should not 

only reveal such differentiated impacts of COVID-19 but should also provide an enriched explanatory 

force on the roots of such differences with the scope for anticipating and / or testing any suggestions on 

how to deal with any inequalities and shortcomings that may be caused to different groups of tourism 
stakeholders. 

The current paradigms and trends of this `causal link` of employment in tourism (due to the 

forthcoming economic recession and higher operating costs of tourism companies) are expected to 
continue and strengthen, COVID-19 tourism research needs to urgently explore the problems of 

employees' psychological, mental and physical health, commitment, working conditions (e.g., remote 

work, virtual teams and virtual leadership) and other human resources problems in the context of COVID-

19. For example, traditional incentives for leadership, recruitment, management, and motivation may not 
inspire, engage, motivate, and attract employees who have recalibrated their personal values and priorities 

during the COVID-19 block and remote work. 

The COVID-19 impact on tourism employment puts additional pressure on tourism education, 
which is severely affected by the pandemic. In addition to the virtualization of teaching and learning 

processes tourism students and graduates must also deal with the interruption of internships in industry, 

staff recruitment and questionable career paths. Tourism programs and universities face reduced student 

admissions, industry and government sponsorship and research funding. Tourism researchers need to find 
new ways and sources to conduct research aimed at social distancing, respect for communication issues 

and the privacy of COVID-19 stakeholders. 

The research team makes the following recommendations to improve communication with 
stakeholders: 

1. Travel agencies should focus on actively positioning their travel products on different digital 

platforms: 

- Active website; 
- Work with social networks 

- Positioning services in reservation sites 

- Creating mobile applications 
- Blogs, etc.; 

2. Active work with people who form opinions on social networks (influencers), which will allow 

easy access to the already created audience. 

3. Travel agents must keep their audience on social networks and digital platforms through up-to-
date information that is easily accessible to the end user, who in turn always prefers timely and useful 

information when embarking on their journey. 

 

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