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The Consumer Choice Of Tourism Products - Sustainable Criteria For Market Segmentation

Author(s): Ivan Marchevski,Krista Neykova / Language(s): English / Issue: 2/2023

Keywords: tourist market; market segmentation; segmentation criteria; cluster analysis; Bulgarian tourists

The purpose of this paper is to empirically identify relevant and sustainable criteria for segmentation of Bulgarian consumers of tourism products in the process of making purchasing decisions. The study draws on original data gathered through an online survey of 898 Bulgarians, which was analysed using a range of statistical tests. Segmentation was performed using cluster analysis (hierarchical and non-hierarchical clustering). The analysis suggests that Bulgarian consumers of tourism products can be adequately and consistently segmented on the basis of five criteria: (1) their preferred mode of travel, (2) mode of planning and organising tourist trips, (3) the type of tourism they prefer, (4) the budget they normally spent for tourism and (5) their preferences regarding used sources of information. The market segments identified are directly related to a specific aspect of consumer choice in the purchase decision process. The results of this study can be used by providers of tourism services (tour operators, travel agencies, etc.) when defining the parameters of the tourist services they offer in order to influence consumer choice in the purchasing decision process.

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Digital Marketing In Retail Banking – Analysis Of Managers’ Attitudes

Author(s): Lulzim Rashiti,Art Shala,Xhevat Sopi / Language(s): English / Issue: 2/2023

Keywords: digital marketing; retail banking; manager’s attitudes; social networks; digitalization

This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes of the managers regarding the purpose of the paper. Firstly, there is a positive correlation between a positive attitude towards digital retail banking services and motivation for their current use in Serbia. Most respondents (75.9%) believe that digital sales channels will replace traditional bank branches in the foreseeable future. This reflects a general acceptance and recognition of the role of digitalization in the banking sector. In this regard, 24.2% believe that digital transformation is critical for driving business performance and increasing market share. This research contributes to the growing body of knowledge on digital transformation in the banking sector and provides valuable insights for banks in Serbia and beyond.

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Human Resource Marketing – How To Win The War For Talents

Author(s): Milena Angelova / Language(s): English / Issue: 2/2023

Keywords: human resources marketing; employers branding; attractiveness of professions

Human resources marketing is a relatively new branch of economic science, routed at marketing and human resources management and organisational governance domains and building upon their concepts. It has a substantial potential – if applied properly by the organisations, to help them attract, motivate, retain and manage their human resources, making sure they are well equipped with the needed skills and qualification, thus obtaining competitive advantage in the war for talents. The paper, on the basis of a dedicated desk-research, examines the evolution of the human resources marketing concept and its theoretical foundations in order to suggest models for successful practical application. It also charts avenues for further theoretical studies.

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Development Of A Customer Service System In Electronic Commerce

Author(s): Sviatoslav Kniaz,Nelli Heorhiadi,Lesia Kucher,Yuriy Tyrkalo,Anna Bovsunivska / Language(s): English / Issue: 2/2023

Keywords: service and warranty service; consumer protection; e-commerce; online store; innovation

Information technologies and systems are developing rapidly. Therefore, there are significant changes in business entities’ interaction. E-business is an effective tool to make settlements with customers, expand markets for goods and services, seek new partners, and create a positive image. Certain business types are more favourable to introduce e-commerce; thus, their development level is higher. These are trade in intangible goods, securities, banking services, software development and implementation, information services, distance learning, etc. The purpose of this paper is to determine electronic commerce features in customer warranty and service. The following methods were used: bibliometric and content analysis in processing and searching literary sources; comparing protection of consumers’ interests; analysis and synthesis; consolidation and systematization, particularly in the analysis of legislation, literature, and statistics. Service and warranty are key commerce elements. They are customer services. For proper service and to be ahead of competitors, the consumers’ feedback, complaints, suggestions, recommendations, claims, constant response should be set up. Protecting consumer rights in e-commerce is ensured by “On consumer rights protection”, “On electronic commerce”, etc. Improving regulations between a consumer and a seller, and finding new implementing ways are necessary. Ukraine should fulfill its international legal obligations. Despite the fact that protection of consumer rights is regulated, e-commerce is not properly established and there is a negative experience in using it because of poor government control. E-commerce stores’ trends will allow achieving excellence, high ratings, and buyers’ confidence. The country should have a high-quality e-commerce service.

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Sofia City Tourist Image In Selected Social Media

Author(s): Sonia Mileva / Language(s): English / Issue: 2/2023

Keywords: attractions; Sofia; destination; Instagram; Pinterest; Flikr; social media

The pandemic situation greatly changed the entire tourism sector and influenced the digital search and importance of the tourist destination image and presence in social media. Moreover, the virtual trips, open galleries and museums for virtual tours are expected to generate future interest and enhance the tourist arrivals in post-pandemic era. At the same time the identification of recognizable image-making attractions at destination level is complex process and difficult measure and manage. The purpose of the study is to identify and evaluate the presence of major tourist attractions in different digital channels – social media and platforms, as recognizable image-making sites about capital city. The methodology is primary data analysis of freely shared digital content based on key words and hashtags used in social media such as Instagram, Pinterest, Flikr. The data was gathered manually from 15th Apr 2015-15th May 2021 and 17000 posts in total were analysed for this study. The impact of the content was evaluated by type of pictures, major attractions and number of likes, comments and shares on the post. The results showed that there is limited number of digital contents related to the selected specific key words. There is no clear image of the Sofia city in the analysed social channels.

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New Sociological Perspectives: Understanding Cross-Region Marriages and Their Children in Rural Haryana, India

Author(s): Ankit Ankit / Language(s): English / Issue: 5/2022

Keywords: cross-region marriages; women; adult children; Haryana; Mahendragarh

Haryana, in northern India, has a long history of a low female ratio and a gender regressive society. Men began to find it difficult to marry locally and hence brought wives from poor and distant locations. Cross-region marriages cross the customary barriers of village exogamy (marriage beyond one’s own village), caste endogamy (marriage within the caste), language, class, and culture, and may necessitate a significant distance within India. They are arranged marriages that do not arise by the agency of persons brought together by the marriage, i.e., these are not love marriages. They entirely remove a woman from her family, geographical, linguistic, and cultural settings. In such marriages, the weight of adjustment falls entirely on the women, and society does not appear to ‘accept’ them as their own. There is a notable scarcity of writing on the children of such marriages. As the number of these marriages grows, it becomes vital to provide fresh scientific study evidence on the status of all these children by employing new and untested research techniques, concepts, and geographies. Presenting a thorough literature review and listing the research gaps identified by the researchers, this paper suggests conducting biographical research on adult children of cross-region marriages in southern Haryana’s Mahendragarh district for a variety of reasons.

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Individuation in the era of social media

Author(s): Byron Gaist / Language(s): English / Issue: 5/2022

Keywords: social media; self-image; postmodern; individuation; personality integration; depth psychology; internet; FOMO; echo chamber; Facebook; Twitter

How has the virtual reality of social media impacted our self-image? Has increased communication and possibilities for public self-expression brought us closer to ourselves and others? This paper proposes to examine the negotiation of intersectional postmodern social identity via a brief examination of the functions of social media, in the framework of individuation and personality integration. The historical role of tradition and modernity / postmodernity / metamodernity is explored; suggestions are offered for the creative use of social media as an instrument of self-expression, and the future of individuation in the era of social media is discussed from a depth psychological perspective.

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THE IMPORTANCE OF ENVIRONMENTAL EDUCATION AT AN EARLY AGE

Author(s): Vincentas Lamanauskas / Language(s): English / Issue: 4/2023

Keywords: environmental education; preschool education; promoting environmental awareness;

There is no doubt that environmental education at an early age is significant for human development. When we refer to an early age, we mean the preschool and the primary stage of education (preschool education institution and primary school). It is obvious that the foundations of personality are formed at this stage, primarily a positive attitude towards nature and the surrounding world. At this stage, the child begins to distinguish himself from the environment, an emotional and value attitude towards the environment, nature, himself, and other people, etc., is formed. On the other hand, knowledge corresponding to a certain age of a personality (e.g., ecological), norms and rules of interaction with nature are required, on the other hand, it is extremely important to develop empathy for nature through various activities (e.g., actively solving certain environmental problems). It can be reasonably stated that the formation of values, nature cognition and a sustainable lifestyle are three essential factors determining (describing) the importance of environmental education. Thus, environmental education at an early age not only helps to develop environmental awareness but also promotes abilities and the attitude, which can determine a sustainable and responsible lifestyle in the future. From this point of view, the continuity and sustainability of this education is extremely significant. Environmental education in primary school can have a long-term effect on children’s moral and worldview behaviour and contribute to sustainable development and global well-being. The period of primary education is a suitable and favourable environment for the formation of children’s positive and rational attitude towards the environment, promoting environmental awareness and developing a sustainable lifestyle.

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THE EFFECTS OF EXTENDED REALITY TECHNOLOGIES IN STEM EDUCATION ON STUDENTS’ LEARNING RESPONSE AND PERFORMANCE

Author(s): Yu-Chen Chiang,Shao-Chieh Liu / Language(s): English / Issue: 4/2023

Keywords: extended reality; STEM education; learning response; learning performance; experimental research;

STEM education is a crucial learning area to understand important concepts and gain 21st-century skills in different disciplines, explore scientific knowledge, and solve problems in daily life. However, research in STEM education is scarce on extended reality technologies. This research examined the effects of extended reality integrated STEM on students’ learning response and performance. A quasi-experimental research design was used to find answers to the research questions. The same lecture taught the experimental and control groups but preceded STEM experimental activities at a different time and with distinct instructional strategies and teaching aids. The participants were students in two classes at a university in Taiwan. The research results showed that students in the experimental group applying extended reality-integrated STEM had better learning responses than students in the control group using teaching materials. The results also showed that students in the experimental group learning with an extended reality system could apply the STEM curriculum knowledge acquired in classes and reflect the learning outcomes on the test assessment for better learning performance than students in the control group. In addition, the results revealed that good learning responses could enhance students’ higher learning performance. In light of the results, educational implications are made.

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EFFECTS OF LEARNER-CENTERED INTERVENTIONS IN SCIENCE LEARNING: COMPARING EYE MOVEMENT IN EYE MOVEMENT MODELING EXAMPLES AND PROMPTING

Author(s): Hana Choi,Ilho Yang,Seongun Kim,Sungman Lim / Language(s): English / Issue: 4/2023

Keywords: eye movement modeling examples; learner-oriented intervention; science education; science learning; South Korea;

An integrated understanding of illustrations and texts is crucial for students to comprehend science teaching learning materials. Intervention methods can be employed to facilitate this integrated understanding. This study examined the effects of Eye Movement Modeling Examples (EMME) and Prompting interventions on the learning of illustrated scientific texts among primary school students. Furthermore, the study compared the reading strategies and learning comprehension of fifth-grade students who utilized EMME, an approach that facilitates learning through observational methods, with those who used Prompting, a method that directly guides learning through linguistic information. The study analysis revealed that EMME had a significantly greater effect on integrated reading strategies and learning comprehension compared with Prompting. Specifically, the EMME group exhibited an integrated reading strategy that involved relating the illustrations and texts, whereas the Prompting group and the control group did not demonstrate the same strategy. In addition, the post-test results indicated that the EMME group achieved higher average scores in verbal and pictorial factors compared with the other two groups.

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GIFTED STUDENTS’ PERFORMANCE ON ALGORITHMIC, CONCEPTUAL, AND GRAPHICAL QUESTIONS

Author(s): Fatma Coştu / Language(s): English / Issue: 4/2023

Keywords: algorithmic understanding; conceptual understanding; graphical understanding; gifted students; physics education;

Several studies compared three different types of questions (conceptual, algorithmic, and graphical) across various topics, however, few focused specifically on gifted students. This study addressed this gap. The aim of the study, hence, was to determine whether there were notable differences in gifted students’ performance in the three types of tests. The study involved 115 gifted students aged between 17 and 18 years old. They responded to the three different tests including 10 test items in each with the same content. Significant differences were observed in their performances between the conceptual versus algorithmic in favour of the conceptual test, the conceptual versus graphical in favour of the conceptual test, and the algorithmic versus graphical in favour of the algorithmic test. Moreover, the statistical analysis results revealed that the students performed markedly poorer performance on the graphical test in comparison to both the algorithmic and conceptual tests. These results suggest the need to enhance students' graphical skills to facilitate a better understanding of physics concepts. Proper steps should be taken to improve their proficiency in interpreting and analysing graphical representations.

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THE FACTORS THAT INFLUENCE THE MOTIVATION TO LEARN CHEMISTRY OF UPPER-SECONDARY SCHOOL STUDENTS IN INDONESIA

Author(s): Nur Huda,Eli Rohaeti / Language(s): English / Issue: 4/2023

Keywords: chemistry learning anxiety; chemistry motivation; Indonesian upper-secondary school students; cross-sectional research;

The role of motivation in chemistry learning has long been explored and has become an exciting research topic worldwide. The aim of this study was to explore whether gender, class and students' anxiety influenced the motivation to learn chemistry among upper-secondary school students in Indonesia. The Chemistry Motivation Questionnaire II and the Chemistry Anxiety Questionnaire were used to examine the influence of multiple predictors through multiple linear regression analysis tests. Participants in this study were 1,211 upper-secondary school students in Indonesia. This study proves that gender has a significant influence on students' motivation to study chemistry, with female students being more motivated to study chemistry than male students. Interesting research results can be seen in the anxiety variable anxiety, specifically in the chemistry learning anxiety aspect, which has a negative correlation with motivation to study chemistry. The regression model of the three factors revealed in this study accounts for 13.8% of the overall proportion of upper-secondary school students' motivation to study chemistry in Indonesia. The results of this study were corroborated using the interview transcript data with 10 students, who extracted several other predictors to influence motivation to study chemistry, including learning experience, learning environment, and digital literacy.

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DEVELOPING AN ATTITUDE SCALE TOWARDS SCIENCE AND TECHNOLOGY COURSES: A STUDY OF VALIDITY AND RELIABILITY

Author(s): Sinem Yalgin,Kemal Akkan Batman,Mert Bastas / Language(s): English / Issue: 4/2023

Keywords: science and technology lesson; attitude toward science and technology courses; attitude scale development;

Science education in primary school is critical for establishing a comprehensive understanding of the nature of science. Students with positive attitudes towards science courses are more likely to achieve academic success. Measuring and fostering positive attitudes is essential for effective instructional planning. This study aimed to develop a measurable scale to assess the attitudes of fourth-grade elementary school students in Northern Cyprus towards Science and Technology Courses (STC). While developing the Student Science and Technology Attitude Scale (SSTAS), the literature was reviewed, and 168 students were asked to write essays about STC. A pool of attitude items was created by analyzing the literature and essays, and expert opinions were sought. The preliminary scale was prepared based on expert consultation. The study group included 651 randomly selected fourth-grade students during the 2020-2021 academic year. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to determine SSTAS's construct validity. The results indicated that the scale is valid and reliable, comprising three dimensions. The first dimension measures students' attitudes towards the teaching process, with 13 items. The second dimension assesses students' negative attitudes, including five items. The third dimension evaluates students' attitudes towards experiments, containing five items.

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THE RELEVANCE OF LEARNING OUTCOMES INCLUDED IN ESTONIAN GRADE 7-9 SCIENCE SUBJECT CURRICULA ASSOCIATED WITH THE CONCEPT OF ENERGY

Author(s): Lauri Kõlamets,Heili Kasuk,Jack Holbrook,Rachel Mamlok-Naaman / Language(s): English / Issue: 4/2023

Keywords: energy concept; learning outcomes; relevance in science education; lower secondary science curriculum; SOLO taxonomy;

This study on the Estonian lower secondary (7-9th grade) science curricula, is seen as an important framework for educators preparing students as tomorrow’s citizens able to reflect on sustainable energy development. As the curriculum is taken to be the major document allowing insights into Estonian educational standards, this study identifies components within the intended lower secondary science curricula for subjects of biology, chemistry, earth science, physics, and interdisciplinary science. Using document analysis, verbs associated with career-related learning outcomes are detected, allowing the relatedness of the energy conceptualizations and determination of their cognitive level utilizing SOLO (Structure of Observed Learning Outcomes) taxonomy. A team of coders identify a total of 782 learning outcomes across three learning domains: psychomotor (176), affective (32), cognitive (574) at unistructural (33), multistructural (225), relational (276), and extended abstract (40) levels. The majority of energy concept learning outcomes (274) are identified in the source (form) and transfer (transform) categories. Very few career-related learning outcomes are detected with the science education relevance dimensions (individual, societal, career). The suitability of the findings is discussed. The current analyzing method can be applied to other educational disciplines for raising awareness of disciplinary crosscutting concepts.

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A NEXUS OF SCIENTIFIC INVESTIGATIONS, SCIENCE PROCESS SKILLS, AND SUSTAINABLE DEVELOPMENT GOALS: PRE-SERVICE TEACHERS’ VIEWS CONCERNING MANGROVES FIELDWORK

Author(s): Leonard Molefe,Jean-Baptiste Aubin / Language(s): English / Issue: 4/2023

Keywords: pre-service teachers; science process skills; scientific inquiry; scientific investigations; sustainable development goals;

Initial teacher education should mould well-rounded teachers proficient in scientific investigations, and advocate sustainability amid global ecosystems’ degradation. The research sought to explore pre-service science teachers’ views concerning scientific investigations and sustainable development goals, and synergy between skills and different aspects of scientific inquiry within the context of the mangroves ecosystem studied. A four-part questionnaire was administered to 82 students registered for a Bachelor of Education degree. It included items on teachers’ confidence in planning and conducting scientific investigations, types of scientific investigations, sustainable development goals, science process skills and the different aspects of scientific inquiry. Statistical analysis of the data showed the importance of a constructivist approach, learner engagement and discerning and controlling variables when investigating scientific phenomena. However, only a fair number of teachers could correctly provide the scientific investigation they conducted during the mangroves study, the sustainable development goals embedded in it, and the synergy between science process skills and the aspects of scientific inquiry. The findings have implications for teacher education in terms of potential challenges in teachers’ understanding of scientific investigations, the synergy between them and sustainability, and science process skills that meld with the aspects of scientific inquiry.

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BLENDED LEARNING ON WECHAT PLATFORM-BASED SPOC IN LOWER-SECONDARY SCHOOL SCIENCE TEACHING

Author(s): Tugen Xu,Jiaying Xu,Xiaoqing Xu,Jijian Lu / Language(s): English / Issue: 4/2023

Keywords: Blended teaching; Science education; SPOC; Teaching design model; WeChat platform-assisted teaching;

This paper proposes a blended teaching design model on WeChat Platform-based SPOC and carries out an empirical study of its applicability and effectiveness in lower-secondary school science teaching. Participants were from two eighth grade classes with different academic performance, and after conducting the same blended teaching, it was found that pre-class knowledge transmission on the WeChat platform considerably enhanced students’ classroom participation, which was also highly related to their improved post-class test scores. The improvement in the performance of the weak groups is more obvious. In addition, backend data from the WeChat platform revealed that the number of resource clicks was significantly higher than the total number of students, indicating that the sharing function of the WeChat platform facilitated the sharing of educational resources. Seven in-service science teachers were also interviewed to qualitatively evaluate and analyze the teaching model from the perspective of in-service teachers. The comprehensive results indicate that the teaching model constructed in this study achieves good results, facilitates the development of students’ independent learning ability, and allows for the integration of this blended teaching model into lower-secondary curriculum.

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ASSESSMENT OF CONCEPTUAL UNDERSTANDING IN STUDENT LEARNING OF MOON PHASES

Author(s): Yi Zou,Lizhen Jin,Xiao Huang,Yanbing Li / Language(s): English / Issue: 4/2023

Keywords: assessment of conceptual understanding; level division; Moon Phases; quantitative analysis; qualitative analysis;

Many research studies have shown that lower-secondary school students’ scientific literacy depends on their understanding of corresponding scientific concepts. Therefore, it is of great significance to model and assess students’ conceptual understanding in learning specific scientific concepts, because it can reflect and diagnose students’ cognitive characteristics, so as to provide evidence for targeted educational interventions. However, on the topic of Moon Phases, existing research studies have deficiencies in the evaluation and analysis of different levels of students’ conceptual understanding, which restrict teachers to take effective educational interventions to help them. Thus, this study explored a new level division and an assessment test for revealing and explaining students’ different conceptual understanding in learning Moon Phases. This study was conducted among 768 Chinese lower-secondary school students. Through a variety of quantitative and qualitative analyses, it was found that students’ conceptual understanding of Moon Phases can be divided into three levels of continuous improvement, including the mechanical memory of different phenomena of moon phases, the formation of a preliminary mental model of Moon Phases, and the construction of a complete mental model of Moon Phases. Accordingly, this study made some precise suggestions for effectively improving students’ conceptual understanding of Moon Phases.

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Parental Involvement: Types and Effects

Author(s): Geert Driessen / Language(s): English / Issue: 1/2021

Keywords: parental involvement; parental participation; parental engagement; parentschool partnership; disadvantaged students; effectiveness; meta-analyses; review; effect size

The achievement gap of disadvantaged students has always been large, and is still widening. Even more now, during the Covid-19 pandemic. Parental involvement is seen as an important strategy for closing this gap. The ultimate objective is to expand the academic and social capacities of students, especially those of disadvantaged backgrounds determined by ethnic minority/immigrant origin and low socioeconomic status. This article focuses on possible roles of parents in education and aims at answering two questions: (1) What types of parental involvement can be discerned? and (2) What are the effects of parental activities on their children’s attainment? To answer both questions, a review of the literature was conducted, and a synthesis of the results from twelve meta analyses was performed. The review pointed to a considerable diversity in parental involvement typologies, classifi cations, roles, forms, and activities. Nevertheless, they can be ordered along the lines of just a few perspectives, namely locus (at home/at school), style (formal/ informal), action (active/passive), and actor (parent/student/school). From the synthesis of the meta-analyses it can be concluded that the average effect of involvement on attainment is small. In addition to many positive effects there are also substantial numbers of null and even negative effects. The type of involvement with the strongest effect appeared to be parents having high aspirations and expectations for their child. No differences in effects of involvement on attainment according to ethnic/immigrant and social background could be established. Prudence is called for, however, as there are many limitations to studying parental involvement in a reliable and valid way.

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Factors Contributing to the “Joy to Learn” in Japanese Elementary Schools: a Comprehensive Study Using Quantitative and Qualitative Analysis

Author(s): Kumiko Yoshitake,Rio Yoshitake,Maori Urakawa / Language(s): English / Issue: 1/2021

Keywords: Joy of learning; subjective academic ability; objective academic achievement; motivation; cooperative learning; grade level; meta-cognition; elementary school students and peer teaching

Positive psychology has come to point out the effectiveness of positive emotions. The joy of learning is an important positive emotion that encourages children to continue learning. Therefore, in the first study, we investigated the joy of learning from the child’s perspective and examined the factors that influenced it through quantitative analysis. In the early grades, classroom atmosphere and approval and subjective academic ability, had facilitating effects on the joy of learning. In the upper grades, in addition to the factors mentioned above, social skills and motivation had facilitating effects. Furthermore, it was found out that the joy of learning decreases as the grade steps up. Therefore, in the second study, we extracted the responses of the sixth graders, who still find joy in learning and did a qualitative analysis. The result showed that they found fun in cooperative learning in Maths. It was discussed from the viewpoints of meta-cognitive development, classroom atmosphere, cooperative learning in various subjects, and the experiences from the intergroup competition.

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LEADERSHIP DURING THE COVID-19 PANDEMIC

ЛИДЕРСТВОТО ПО ВРЕМЕ НА ПАНДЕМИЯТА ОТ КОВИД-19

Author(s): Mirjana Marković / Language(s): English / Issue: 1-4/2023

Keywords: leadership; human resources; workers; digital platforms; education

„Gig Economy“ describes an economy based on the accomplishment of tasks and projects which are increasingly being offered through digital platforms and replacing full-time regular employment. Digital strategy is an integral part of modern business strategy. Workers can work from their homes and anywhere it suits them outside the employer’s offices. The aim of our research is to examine how the pandemic affected leaders and the human resource management in organizations and the scope of their activities. Consequently, how it made an impact on employees who work remotely. Therefore, we considered leaders, using their new human resource strategies that affected the employees’ communication and their creativity. This broad-scope overview provides an integrative approach for considering the implications of COVID-19 for workers, leaders, and organizations. Finally, changes in the leadership style initiated by the pandemic can be expected in the future moreover to a greater extent than there has been the case so far.

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