The significance of the digitalization and online communication tools used by five-star restaurants in Bulgaria

Abstract

The changes undergone by the tourism industry in the past four years have dramatically affected its way of doing business and communicating with customers. A trend in this process is the penetration of digital technologies and their use as a communication channel and tool of influence. A new way of interacting with tourists has arisen, accompanied by adaptive and innovative business strategies. Bearing in mind these structural and functional changes, the present study aims to analyse one of their aspects, namely the significance of the usage of various online communication tools in the restaurant sector in Bulgaria. The assumption that the interactivity of restaurant websites helps to increase interest and attract visitors, thereby stimulating development, is investigated. The study focuses on five-star restaurant websites and outlines specific insights and challenges related to digital experiences. Through the use of qualitative and quantitative methods, new knowledge is generated for the digitalization of the high-end restaurant sector in Bulgaria and its importance to business success. The results are indicative of the need to rethink the development policies of these restaurants, especially as regards the follow-up and integration of new approaches to operating.

Keywords

• tourism
• digitalization
• restaurant business
• online communication tools