Стимулируемая инновациями экономика совместного потребления в туристическом бизнесе Текст научной статьи по специальности «Экономика и бизнес»

УДК 338.48 https://d0i.0rg/10.31470/2306-546X-2020-45-48-52

СТИМУЛИРУЕМАЯ ИННОВАЦИЯМИ ЭКОНОМИКА СОВМЕСТНОГО ПОТРЕБЛЕНИЯ

В ТУРИСТИЧЕСКОМ БИЗНЕСЕ

Эвелина Семионовайте, Эдита Баранскайте, Дайва Лабанаускайте

Актуальность темы исследования. Внедрение инноваций происходит очень быстро из-за развития технологий, отношения общества и экономической выгоды. Это превращает традиционный бизнес в новые модели и формы. Одной из последних тенденций является экономика совместного потребления. Она очень быстро растет и внедряется во все сектора экономики. Один из самых больших темпов ее роста наблюдается в секторе туризма, в связи с чем существуют определенные вызовы как для общества, так и для науки.

Постановка проблемы: в литературе ¡7; 17; 18; 20; 34] все чаще имеют место дискуссии об экономике совместного потребления, ее преимуществах и угрозах, последствиях для традиционной экономики. Тем не менее, подход к сфере экономики совместного потребления в каждом секторе экономики может быть разным, и могут быть подчеркнуты различные аспекты. Все больше исследователей ¡2; 8] также пытаются проанализировать влияние совместного потребления на экономику, но все еще не хватает общих определений, четких связей между инновациями и экономикой совместного потребления в туристическом бизнесе.

Постановка задачи, цели исследования: определить концепцию экономика совместного потребления, ее особенности, а также причины и результаты в контексте туристического бизнеса.

Метод или методология проведения исследования. Для достижения этой цели используется метод анализа научной литературы.

Результаты работы. Анализ литературы показал, что экономика совместного потребления основана на C2C бизнес-модели, где инновации позволяют делиться активами, которые не используются в полной мере. Экономика совместного потребления ускоряется технологическим развитием и снижением затрат. Новые тенденции также влияют на сектор туризма и трансформируют его. Есть некоторые преимущества и недостатки для сектора.

Ключевые слова: инновации, экономика совместного потребления, стимулируемая инновациями экономика совместного потребления, бизнес-модель экономики совместного потребления, экономика совместного потребления в туризме.

INNOVATIONS DRIVEN SHARING ECONOMY IN THE CONTEXT OF TOURISM BUSINESS

Evelina Semionovaité, Edita Baranskaité, Daiva Labanauskaité

Relevance of research topic. Innovations penetration is increasing very fast because of technologies development, society attitude and economic benefit. It transforms traditional businesses to new models and forms.

48 Ekohomí4h^ вюник ушверситету | Випуск № 45 © Эвелина Семионовайте, Эдита Баранскайте,

Дайва Лабанаускайте, 2020

ЕКОНОМ1КА ЗНАНЬ, 1ННОВАЦ1ЙНА ЕКОНОМ1КА

One of the recent trends is sharing economy. It grows very fast and is being introduced in more sectors. One of the biggest growths is in tourism sector. There are some challenges both for the society and science.

Research problem: the discussions about the sharing economy, its benefits and threats, implications for the traditional economy are increasing in the literature [7; 17; 18; 20; 34]. However, the scope of sharing economy in each sector of the economy may be approached differently and different aspects may be emphasized. More and more researchers ¡2; 8] are also attempting to analyze the impact of sharing on the economy, but there is still a lack of common definitions, clear links between innovations and sharing economy in tourism business.

Research aim: to identify the concept of sharing economy, it's features as well as causes and outcomes in the context of tourism business.

Method or methodology for conducting research. Scientific literature analysis method is used to achieve this aim.

Results of work. Literature analysis revealed that sharing economy is based on C2C based business model where innovations enable the sharing underutilized assets. Sharing economy is accelerated by technological development and lower cost. New trends also impact and transform tourism sector. There are some advantages and disadvantages for the sector.

Key words: innovations, sharing economy, innovations driven sharing economy, sharing economy business model, sharing economy in tourism

JEL Classification: L83, О31

СТИМУЛЬОВАНА 1ННОВАЦ1ЯМИ ЕКОНОМ1КА СП1ЛЬНОГО СПОЖИВАННЯ

В ТУРИСТИЧНОМУ Б1ЗНЕС1

Евелша Семюновайте, Ед^а Баранскайте, Дайва Лабанаускайте

Актуальнсть теми досл'1дження. Впровадження '¡нноваи/й в'дбуваеться дуже швидко через розвиток технологШ, ставлення суспльства та економ'нно)' вигоди. Це перетворюе традииШний б'знес на нов модел! i форми. Однею з останнх тенден^й е економiка спльного споживання. Вона дуже швидко зростае i впроваджуеться у вс сектори економки. Один з найбльших темп/в ))'зростання спостергаеться в секторi туризму, в зв'язку з чим '¡снують певн виклики як для суспльства, так i для науки.

Постановка проблеми: в лтератур! [7; 17; 18; 20; 34] все частше мають мсце дискусИ про економку спльного споживання, ))' переваги i загрози, наслiдки для традииШно)' економки. Проте, п'дх'д до сфери економки спльного споживання в кожному секторi економки може бути р!'зним, i можуть бути пiдкресленi р'яш аспекти. Все бльше досл'дник'т ¡2; 8] також намагаються проанал'зувати вплив спльного споживання на економку, але все ще не вистачае загальних визначень, чтких зв'язюв м!ж iнноваиiями та економкою спльного споживання в туристичному б/'знес/'.

Постановка завдання, мети досл'1дження: визначити кониепию економка спльного споживання, ))' особливост'!, а також причини i результати в контекстi туристичного б'знесу.

Метод або методолог'т проведення досл'дження. Для досягнення и/е) мети використовуеться метод анал'зу науково)'л'1тератури.

Результати роботи. Аналз лтератури показав, що економка спльного споживання заснована на C2C б'знес-модел'!, де iнноваи) дозволяють длитися активами, як.i не використовуються в повнШ м!'рi. Економ!ка спльного споживання прискорюеться технологчним розвитком i зниженням витрат. Новi тендениИтакож впливають на сектор туризму i трансформують його. € деяю переваги i недолки для сектора.

Ключов'1 слова: '¡нноваиК економка спльного споживання, стимульована '¡нноваи/ями економка спльного споживання, б'знес-модель економки спльного споживання, економка спльного споживання в туризмi.

Introduction. Innovations promotion by governments and private business causes the fast adaptation of modern technologies. The usage of Internet in 24 years increased by 49,47% to 49,72% (of the population) in 2017 [32]. And it is expected to increase even more. The increase of ICT and innovations penetration introduces not only new tools for a more comfortable life but also shapes business processes and even all economy. Increasing access to internet and online tools create a favourable conditions for sharing economy - a new way approach to ownership of things and their distribution. Sharing economy is still a new phenomenon in today's economic environment where millennials are becoming the biggest purchasing power in the world. Millennials are disposing a little bit limited resources, also grew up in a rapidly changing environment, surrounded by technologies, they are comfortable to accept new economic models such as sharing economy. The ideal sector for sharing economy is tourism sector as it is based on short time rental. This sector is actively used by technology based society which is open for sharing economy. As sharing economy is relatively new model, the impact to traditional businesses is a little bit unclear. The discussions about the sharing economy, its benefits and threats, implications for the traditional economy are increasing in the literature [7; 17; 18; 20; 34]. However, the scope of sharing economy in each sector of the economy may be approached differently and different aspects may be emphasized. More and more researchers [2; 8] are also attempting to analyze the impact of sharing on the economy, but there is still a lack of common definitions, clear links between innovations and sharing economy in tourism business.

The aim of this paper is to identify the concept of sharing economy, it's features as well as causes and outcomes in the context of tourism business.

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Scientific literature analysis method is used to achieve this aim.

The relation between innovations and sharing economy. Despite the fact, that there is no single definition of sharing economy, it was founded that the sharing economy is the sharing of underutilized assets, with the help of information technology [3; 6; 12; 15; 28]. It is part of digital economy and common consumption, however, separated from rental, demand and «Gig» economies. The closest definition to the sharing economy is common consumption, since in both cases individuals rent their underutilized assets. Common consumption is more about how we consume, and sharing economy is about sharing underutilized assets with the help of information technology.

From the two main business models of the sharing economy: business-to-consumer (B2C) and consumer-to-consumer (C2C) [29], authors [13] refer to sharing economy enterprises only as those that implement accessible consumer-to-consumer (C2C) business models.

Most authors [3; 6; 15; 18; 28] in one or another way agree that the key factor is innovation driven online platforms that were not possible some time ago. This type of business model is not limited to specific industry sectors because in theory it can act as an intermediary between consumers for any consumer-owned product or service. Hovewer, today sharing economy is the most active in tourism industry [2; 8; 21; 22; 31; 32].

The main features of sharing economy are related to cost and resources:

- Lower transaction costs [9].

- Negotiation Costs [24].

- Control and Enforcement Costs [14].

- Access instead of ownership.

- Consumer-to-consumer (C2C).

- Allocation of unused resources [11].

Sharing economy is caused by several different factors:

- Increasing Internet and smartphone penetration [16; 19; 26].

The importance of mobile communication becomes even more evident in the travel context: as travellers leave their laptops and tablets at home, the main competitive advantage now is smartphone [26].

- Technological advances in areas such as information technology platforms and big data analytics.

While asset sharing is not a new thing, but the creation of matchmaking, market platforms that allow user-to-user communication is an unusual, innovative development. This communication can be mediated by companies that have their own platforms or by individuals who use existing social networking sites, Facebook, or build own apps using open source software to organize own cloud sharing activities. In addition, there are startups that use big data analytics to match supply and demand and even use advanced algorithms for pricing and forecasting demand. For example, Uber uses huge data warehouses to predict where and when a customer will want a car, and to raise prices when demand is high [16].

- Global Recession [10; 16; 19].

The biggest advantage of the sharing economy is saving money. This is particularly important in times of economic crisis, when people lose purchasing power and at the same time gain awareness of purchasing decisions, emphasizing practicality in terms of consumerism [19].

- The reduction of entry barriers also allows the sharing economy to expand [16; 30].

The barriers to entry in the sharing economy are relatively low because individuals can easily and cheaply create a sharing service or platform [16].

- People's concern for the environment and downward trend in consumption [16; 19]. People have begun to realize that owning an item that they will only use for a limited time makes less sense than simply owning access to the item [16].

- Increased transparency [5; 16].

The sharing economy not only changes the way traditional hotels work [27], and the behaviour of guest guests [25] but the sharing economy brings benefits to all stakeholders, including the consumer, vendor / entrepreneur, and platform:

- Skills development.

- Digital Literacy [5].

- Increased employment opportunities [4].

- Sustainability [1].

- Use of public resources and public expenditure [23; 36].

The sharing economy has both positive and negative economic effects. A research [15] in the United States also shows the negative effects of the sharing economy. Airbnb has a negative impact on hotel revenue in cities where hotel capacity is limited and the impact is more on price than quantity. Without Airbnb, hotel revenue would be 1.5% higher. The results of other study [35] show that Airbnb's entry into the Texas market had a negative impact on local hotel revenues.

Summarizing it can be stated that Sharing economy is driven and supported by internet based technologies as in general the phenomenon appeared only when there was a possibility to link consumer-to-consumer. It is mostly spread in tourism industry because of industry specifics and consumers attitude. There are various other factors promoting sharing economy such as lowered cost and access barriers, increased transparency. The benefit is a little bit wider as sharing economy impacts not only to skills development, higher employment possibilities but also sustainability which is very important when facing global warming challenges.

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Conclusion. Sharing economy concept is still being shaped. However, it may be defined as C2C based business model where innovations (such as online platforms) enables the sharing underutilized assets. Sharing economy is accelerated by technological development and the need for users/customers need to lower cost (transaction, negotiation, control). Tourism sector is convenient for sharing goods. New trends also impact and transforms the sector. The benefits for sector include skills development, digital literacy, employment opportunities, sustainability, usage of public resources and economic effect. It should be pointed that economic effect sometimes may be negative as well.

References

1. Airbnb. (2014). New Study Reveals A Greener Way to Travel: Airbnb Community Shows Environmental Benefits of Home Sharing (EU). URL: https://www.airbnb.dk/press/news/new-study-reveals-a-greener-way-to-travel-airbnb-community-shows-environmental-benefits-of-home-sharing-eu

2. Barron K., Kung E., Proserpio D. (2018). The Sharing Economy and Housing Affordability: Evidence from Airbnb. SSRN Electronic Journal.

3. Bergh A., Funcke A., Wernberg J. (2018). Timbro sharing economy index. Timbro.

4. Bhise S., Singh K. R. (2016). Sharing Economy-A new way of consumption in general and in India.

5. Biswas R., Pahwa A., Sheth M. (2015). The rise of the sharing economy. The Indian landscape. Ernst&Young LLP.

6. Botsman R. (2015). Defining The Sharing Economy: What Is Collaborative Consumption - And What Isn't?

7. Botsman, R. (2017). Who can you trust?: how technology brought us together-and why it could drive us apart. Penguin UK. URL: https://books.google.lt/books?hl=lt&lr=&id=7cGWDgAAQBAJ&oi=fnd&pg=PT14&dq= Rachel+Botsman&ots=W1c-P31MVp&sig=rPmAqHHKVLbj1vNLTSDr4sqNzYs&redir_esc=y#v=onepage&q= Rachel%20Botsman&f=false

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16.Felländer A., Ingram C., Teigland R. (2015). The sharing economy: embracing change with caution. Entreprenörskapsforum, ISBN: 978-91-89301-75-7.

17.Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin. URL: https://books.google.lt/books?hl=lt&lr=&id=3Guci5d1RaAC&oi=fnd&pg=PT13&dq=Gansky&ots=iPFdL169dR&sig= WfYWkau_XFmrgdnSQ4fOUbYi4II&redir_esc=y#v=onepage&q=Gansky&f=false

18.Hayat, N. B. (2017). Accommodating bias in the sharing economy. Brook. L. Rev., 83, p. 613. URL: https://brooklynworks.brooklaw.edu/blr/vol83/iss2/14/

19.Latitude. (2010). The new sharing economy.

20.Lin, H.Y., Wang, M.H. and Wu, M.J. (2017). A STUDY OF AIRBNB USE BEHAVIOR IN THE SHARING ECONOMY. International Journal of Organizational Innovation, 10(1).

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26.Olson J. M., Kemp J. (2015). Sharing Economy: An In-Depth Look At Its Evolution & Trajectory Across Industries. Piper Jaffray Investment Research.

27.Oskam J., Boswijk A. (2016). Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, vol. 2, no. 1, p. 22-42.

28.Passport. (2014). Travel and the sharing economy. Euromonitor International.

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30.The Oxera Economics Council. (2015). A fair share? The economics of the sharing economy. Agenda Advancing economics in business.

31.Uzunca B., Rigtering C., Ozcan P. (2018). Sharing and shaping: a cross-country comparison of how sharing economy firms shape their institutional environment to gain legitimacy. Academy of Management Discoveries 2018, Vol. 4, No. 3, p. 248-272.

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35.Zervas, G., Proserpio, D. and Byers, J.W. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of marketing research, 54(5), pp.687-705. URL: https://journals.sagepub.com/doi/abs/10.1509/jmr. 15.0204

36.Zipcar. (2013). Croydon council cuts employee car usage in half with zipcar. URL: https://www.zipcar.co.uk/press/releases/croydon-council-cuts-employee-car-usage-in-half-with-zipcar.

DATA ABOUT THE AUTHORS

Evelina Semionovaite, graduate

Klaipeda University

Herkaus Manto g. 84, 92294 Klaipeda

e-mail: semionovaite2@gmail.com

Edita Baranskaite, PhD student

Klaipeda University

Herkaus Manto g. 84, 92294 Klaipeda

e-mail: edita.baranskaite@ku.lt

Daiva Labanauskaite, Asoc. Prof., PhD.

Klaipeda University

Herkaus Manto g. 84, 92294 Klaipeda

e-mail: labanauskaite.daiva@gmail.com

ДАННЫЕ ОБ АВТОРАХ Эвелина Семионовайте,

Клайпедский университет

ул. Геркаус Манто, 84, г. Клайпеда, Литва

e-mail: semionovaite2@gmail.com

Эдита Баранскайте, аспирант

Клайпедский университет

ул. Геркаус Манто, 84, г. Клайпеда, Литва

e-mail: edita.baranskaite@ku.lt

Дайва Лабанаускайте, кандидат наук, доцент

Клайпедский университет

ул. Геркаус Манто, 84, г. Клайпеда, Литва

e-mail: labanauskaite.daiva@gmail.com

Подано до редакци 15.03.2020 Прийнято до друку 30.03.2020

УДК 336.763.3 https://doi.org/10.31470/2306-546X-2020-45-52-60

«ЗЕЛЕН1» ОБЛ1ГАЦИ ЯК ПЕРСПЕКТИВНИЙ 1НСТРУМЕНТ ЗАЛУЧЕННЯ 1НВЕСТИЦ1Й В

ЕКОЛОГ1ЧН1 ПРОЕКТИ В УКРА1Н1

Клименко О. М., Мала С. I.

Актуальнсть теми досл'дження. С&товий економ'чний тренд характеризуеться «еколог'за^ею» нвести^йних процесв з метою забезпечення сталого розвитку. Одним '¡з '¡нструмент'т залучення «зелених» ¡нвестиц1й в економку е «зелен/» обл'гацИ У зв'язку з цим постае необх'дн'ють створення та ефективного функцонування в Укран ринку «зелених» облiгацiй.

Постановка проблеми. УкраТна приедналася до св/'тових 1нституц'1й, що пропагують сталий розвиток та задекларувала перехд до «зеленоТ» економки, тому потрiбен аналiз заруб'жного досв/'ду для розробки рекоменда^й до нормативно'!' бази, що сприятиме вирiшенню проблеми залучення «зелених» ¡нвестиц1й в украУнську економку.

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© Клименко О. М., Мала С. I., 2020