Psychological Research (in the Balkans)

PSYCHOLOGY OF IMPULSE SHOPPING

Desislava Rusenova — 2025-11-21

Impulsive purchases are growing rapidly in the modern world, which necessitates the need to study the phenomenon. The psychology of people during shopping is the basis of impulsive purchase decisions. There are a number of problems related to the study of impulsive shopping due to the lack of clarity about the nature of this type of consumer behavior, the models and methods of research and the factors that motivate people to make impulsive purchases. Based on the scientific literature in the field and the author's research model, the first empirical study in Bulgaria was conducted. The article provides clarity on the psychology of impulsive shopping, discusses the problems related to the research of impulsive purchases and applies the results of the conducted study of online impulsive purchases among Bulgarian consumers.

HOW LOCALS EXPERIENCE CULTURE: A STUDY OF COMMUNITY PERCEPTIONS OF VARNA’S CULTURAL CALENDAR

Hristina Filipova — 2025-11-21

This study explores the perceptions of local residents in Varna, Bulgaria, toward the city’s annual cultural events. In an era where gatherings are increasingly commodified, understanding how locals engage with and interpret these events is vital for sustainable cultural development and effective urban planning. The research integrates psychological theories of perception with event management principles to assess how celebrations influence community identity, social interaction, and urban life. A survey among 183 residents revealed that cultural events are predominantly perceived as opportunities for social bonding and emotional enrichment. Concerts and theatrical performances are the most attended type of events, informational gaps and time constraints remain key barriers to wider participation. Findings indicate that although locals value these events, they often engage with them as passive consumers rather than active contributors. The study highlights the need for improved communication strategies, diversified programming, and more inclusive creative planning. These insights offer practical implications for policymakers and cultural organizers seeking to align events more closely with local needs, values and traditions and foster deeper civic engagement.

THE EFFECT OF HEDONIC AND UTILITARIAN FACTORS ON OVERALL HOTEL RATINGS ON BOOKING.COM: EVIDENCE FROM FOUR-STAR HOTELS IN VARNA

Radostina Prodanova — 2025-11-21

Every product and service provides consumers with two types of value: utilitarian and hedonic. Utilitarian value is associated with functional and practical benefits, while hedonic value reflects emotional and sensory experiences. Together, these components form the consumer’s perceived value, which in the context of the hotel industry is most commonly manifested through the overall online rating on accommodation platforms. The aim of the present study is to determine which of the two value dimensions—utilitarian or hedonic—has a stronger influence on the formation of the overall hotel rating. For this purpose, the individual subcategories of the rating system on Booking.com (value for money, cleanliness, facilities, location, comfort, and staff) were conceptually classified into the two value dimensions. The study covers 63 four-star hotels located in the municipality of Varna, Bulgaria.Based on the collected data, two linear regression models were applied to assess the influence of each value dimension on the overall rating. The results indicate that both dimensions have a strong and statistically significant effect, with utilitarian factors exerting a slightly stronger impact (R² = 0.921) compared to hedonic factors (R² = 0.878). These findings highlight the importance of balancing functional quality with positive emotional experiences in order to enhance the perceived value of the stay and strengthen the hotel’s competitiveness in the online environment.

SOCIAL AND PSYCHOLOGICAL CHARACTERISTICS IN TOURIST COMMUNICATION THROUGH THE PRISM OF THE BALKAN MENTALITY

Hristina Santana — 2025-11-21

The current study explores the evolving role of the Balkan mentality in shaping contemporary tourism communication, particularly through the lens of digital storytelling and influencer marketing. Traditionally seen as a development obstacle, the Balkan mentality—characterized by emotional expressiveness, hospitality, strong family bonds, and cultural traditionalism— is increasingly recognized as a competitive asset within global tourism. Recent trends indicate that international travelers are drawn not only to the region’s natural and historical attractions, but also to its authentic cultural atmosphere and interpersonal dynamics. This shift has been catalyzed by a new generation of digital influencers who function as cultural mediators. Through platforms such as YouTube, Instagram, and TikTok, these creators humanize the region, transforming the Balkan mentality into a globally accessible and emotionally engaging narrative. Methodologically, the study frames influencer content as a form of mediated intercultural communication, analyzing how it covers tourist expectations, fosters cultural empathy, and fills the psychological gap between “self” and “other.” The findings underscore a broader transformation in tourism marketing—from top-down campaigns to bottom-up, affect-driven storytelling—highlighting the centre of emotional authenticity and cultural resonance in building meaningful tourist-host interactions. Ultimately, the research demonstrates how the Balkan mentality, once marginalized, is being reframed as a symbol of cultural richness, contributing to deeper, more satisfying tourist experiences and enhancing the region’s appeal on the global stage.

PSYCHOLOGICAL IMPACT OF MARKETING COMMUNICATION IN TOURISM THROUGH VISUAL MEDIA

Radostina Nikolova — 2025-11-21

n the era of visually saturated digital environments, tourism marketing relies more and more on visual elements to capture attention, rise emotion, and influence certain decision-driven behaviours. While the role of visual media in consumer experience is widely acknowledged, its psychological aspect and impact on tourism related decision-making still remains underexplored. The paper looks into how visual content activates cognitive, affective, and identity-related processes that shape tourist motivation and behavioural intention. By examining psychology-based literature, social media and tourism marketing studies, the paper proposes a conceptual model outlining the pathways through which visual stimuli affect psychological responses. The model identifies four key mediating components: perception and cognitive framing, emotional response, imaginary projection and identity construction, and social validation.

INTEGRATING UNIVERSAL HUMAN VALUES WITHIN TOURISM COMPANIES STRATEGIES

Katina Popova — 2025-11-21

The paper explores the social engagement of tourism enterprises as a critical dimension of their strategic management, examined through the lens of Corporate Social Responsibility (CSR). The study traces the conceptual evolution of CSR - from its early theoretical foundations to its contemporary significance as an integrated managerial framework. Special attention is given to the specific characteristics of the tourism sector, which, due to its inherent complexity, resource dependence, and diverse stakeholder interactions, necessitates the implementation of sustainable and ethically driven business practices. The article introduces the DAD² model (Dynamics, Access, Dialogue, Durability) as an innovative framework for embedding universal human values into the governance structures of tourism organizations. The analysis reveals that socially responsible strategies not only enhance the public image and competitiveness of tourism enterprises but also foster sustainable development and social cohesion. The study substantiates the need for the strategic integration of universal human values as a modern managerial imperative in tourism management.

EMPATHY AND EMOTIONAL INTELLIGENCE AS PREDICTORS OF EVENT MANAGEMENT SUCCESS: A MIXED-METHODS STUDY

Krasimira Yancheva — 2025-11-21

This study investigates the impact of empathy and emotional intelligence (EI) on the success of event management. The research aimed to assess how these competencies influence team coordination, client satisfaction, conflict resolution, and stress management. A mixed-methods design was employed, combining a survey of 120 participants (event professionals and clients) with in-depth interviews. Quantitative findings revealed significant positive correlations between emotional intelligence and team collaboration (r = 0.64, p < 0.01), and between empathy and client satisfaction (r = 0.58, p < 0.01). Regression analysis showed that EI and empathy together explained 48% of the variance in perceived event success. Qualitative insights further highlighted the role of emotional regulation, empathic communication, and stress resilience in strengthening relationships and enhancing event outcomes. The results confirm that empathy and emotional intelligence are not peripheral soft skills, but essential competencies for effective leadership and stakeholder engagement. The study recommends integrating EI and empathy training into professional development and recruitment practices to improve performance and client satisfaction in the events industry.

SERVICE BEYOND BORDERS: A CROSS-CULTURAL ANALYSIS OF QUALITY PERCEPTION IN HOSPITALITY

Galina Ilieva — 2025-11-21

This paper examines the culturally contingent nature of service quality perception in the hospitality industry. Drawing on established theoretical frameworks—including Hofstede’s cultural dimensions, Hall’s high- and low-context theory, and Trompenaars’ relational models—it analyzes how cultural values shape guest expectations, service evaluation, and satisfaction. Through a comparative analysis of empirical case studies, the paper demonstrates that identical service behaviors can lead to divergent interpretations across cultural contexts. The findings emphasize that service quality is not a fixed, technical attribute, but a fluid and symbolic experience co-constructed by guests, staff, and organizational systems. The study further identifies key implications for service design, intercultural training, and customer feedback strategies, while proposing future research directions that address hybrid service technologies and intersectional cultural identities. Ultimately, it advocates for culturally adaptive service frameworks that reflect the complexity of a globalized hospitality environment.

COUNSELING PSYCHOLOGY IN CONTEXT: SENSITIVITY TO THE LIVED, THE SEARCHING, AND THE ESSENTIAL

Diyana Dobreva-Hristova — 2025-09-18

About the Guest Editor
Dr. Diyana Dobreva-Hristova is a counseling psychologist and Assistant Professor at the Institute for Population and Human Studies – Bulgarian Academy of Sciences. She has completed the foundational three-year training in Existential Analysis at GLE-International, Vienna, and is currently continuing her education in the clinical course for existential psychotherapists. Her professional focus is on meaning-centered counseling, sensitive to creative identity and the inner world of artists.
Dr. Dobreva-Hristova combines academic research with practical work in the field of psychological support for actors and other creative professionals. She has published on existential fulfillment, resilience, and the application of existential-analytic models in counseling and therapy, and is engaged interdisciplinary initiatives that explore the dialogue between creativity, vulnerability, and human development.

MANAGERS AND EMPLOYEES JOB PERFORMANCE: EFFECTS OF CORE SELF-EVALUATIONS AND ROLE CLARITY

Dimitar Genov — 2025-07-21

Job performance plays a crucial role in achieving organizational outcomes, making the identification of its antecedents a central focus of work and organizational psychology research. This study investigates the effects of core self-evaluations and role clarity on job performance of Bulgarian employees from different organization. The sample included 778 participants aged 19 to 70 (M=41.25; SD=8), consisting of 487 employees and 285 managers.
The following instruments were used:
- Job Performance Questionnaire (adapted from Soane et al., 2012)
- Core Self-Evaluations Scale (Judge et al., 2003)
- Role Clarity Scale (developed from items in the DPQ, COPSOQII, and MOAQ)
The reliability of the instruments, verified by Crombach‘s alpha coefficient, is completely acceptable and ranges from .79 to .86. The results of the analysis of variance presented significant differences in job performance (t(770)=5.16, p=.000) and core self-evaluations (t(770)=4.63, p=.000), both higher in managers. Correlation analysis showed weak to moderate positive relationships among all variables, with stronger correlations between core self-evaluations and job performance than role clarity for both groups. Regression analysis showed that core self-evaluations had the strongest effects on job performance, explaining 17% of the variance in employees (β(2, 484)=.38, p=.000) and 16% in managers (β(2, 282)=.34, p=.000). Role clarity also had a statistically significant, though smaller, effect on job performance, con- tributing slightly more for managers (β(2, 282)=.17, p=.005) than for employees (β(1, 484)=.10, p=.027). The results obtained provide grounds for continuing research in the future to clarify the role of core self-evaluations, job engagements and role clarity on employees and managers job performance.