Preliminary communication
https://doi.org/10.30924/mjcmi.30.1.8
Social skills gap in the Bulgarian tourism industry
Maya Ivanova
orcid.org/0000-0002-9270-7892
; Varna University of Management, 13A Oborishte Str., 9000 Varna, Bulgaria
*
Stanislav Ivanov
orcid.org/0000-0002-6851-5823
; Varna University of Management, 13A Oborishte Str., 9000 Varna, Bulgaria
Irina Petkova
; Varna University of Management, 13A Oborishte Str., 9000 Varna, Bulgaria
* Corresponding author.
Abstract
The paper explores the social skills gap in the Bulgarian tourism industry as part of a Pan-European study on digital, social and green skills in tourism and hospitality. It focuses on the current and future required level of 21 social skills and the social skills training of employees in the tourism and hospitality industry. The sample includes respondents from 151 companies and organisations across five tourism subsectors (accommodation, F&B, travel agencies, visitor attractions and DMOs). Research was conducted using mixed methods. The results show that future social skills requirements correlate with current skill levels. Customer orientation, Foreign language skills, Cultural awareness, Intercultural understanding between hosts and guests, Ethical conduct and respect as well as Creativity will be the most demanded social skills among Bulgarian tourism professionals in the future. The size of the organisation and the industry affiliation have little influence on the current and future competence level and the gaps in social skills. Theoretical, managerial and policy implications are also discussed.
Keywords
Social skills; soft skills; Bulgaria; tourism industry; social skills gaps
Hrčak ID:
332279
URI
Publication date:
15.4.2025.
Visits: 840 *