Maya Ivanova

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About

Maya Ivanova is a leading researcher at the intersection of tourism, technology, and digital transformation. Her work primarily explores how automation, artificial intelligence, and robotics are reshaping travel agencies and tourist information centers, with a special focus on service delivery and operational viability. In her highly cited 2019 paper, “Robots, Artificial Intelligence, and Service Automation in Travel Agencies and Tourist Information Centers” (20 citations), Ivanova provides a forward-looking analysis of how RAISA technologies are driving the sector toward full automation, while identifying critical obstacles to their adoption. She also addresses pressing workforce challenges in her 2022 study on digital skills gaps in Bulgarian tourism, which combines survey data from 135 respondents with 16 in-depth interviews to reveal deficiencies in foundational digital literacy, such as operating systems and MS Office proficiency. This mixed-methods approach underscores her commitment to bridging theory and practice. Ivanova’s work is essential reading for students and professionals navigating the digital evolution of tourism, offering both strategic insights and practical guidance for an industry in transition.