The innovation in technologies is one of the principal external forces that has a direct influence on the competitiveness of the meeting and the event industry. Therefore, implementation and adaptation of the new technological solutions in it has continuously followed the innovations in technological industry itself. However, the COVID-19 pandemic with the following lockdowns has pushed the industry to search for new technological alternatives to innovate their way out of the crisis in a very short time period. This was the first time when all the events from small family celebrations and weddings up to the international conferences and product launch events, have had to be cancelled or postponed or could have happened only to a very limited extent and under strict regulations excluding any larger gatherings of people. The event providers were forced to find new solutions to continue their business and not to hibernate with the minimum downtime allowance granted by the state to the employees. Technologies supporting various types of online events became the ultimate digital tool that helped event planners to execute projects from the beginning to the end after March 2020. The purpose of the research is to explore these changes in the usage of the technologies in meetings and events organized in Latvia caused by COVID-19. The quantitative analysis of the structural on-line survey data provides insights on what extent technology adoption in meetings and events businesses has been before and during COVID-19 and what are the future prospects supplemented by the in-depth interview data and qualitative analysis. Authors are investigating what is the amount of virtual and hybrid events organized in Latvia before and after COVID-19, what platforms the organizers used for their virtual events, what is the level of satisfaction and what kind of challenges the event organizers faced in the process of adoption of new technologies. The results of this research not only state the current position within the framework of the industry, but also enriches discussion about the adoption of new technologies to innovate the way out of the crisis and could help in some degree to strengthen the productivity growth in a long term perspective.
This paper reports the results of a study of young visitors’ intentions to visit the North Vidzeme Biosphere Reserve in Latvia (target audience Generation Z and Generation Y, 15–25-year-old youth—the oldest part of the Generation Z and the younger part of Generation Y have been studied). The integrated research method was used: an online survey was conducted for data collection (n=317) and focus group discussions and observations (three groups—two from Latvia and one from Estonia) were held to study youth traveling behaviour in the North Vidzeme Biosphere Reserve. Findings showed that most youth are highly motivated to visit biosphere reserve by push and pull factors and agreed that visiting the biosphere reserve relieves stress, helps them to socialize, and allows them to escape from their daily routine. Almost all respondents agreed that there was a lack of advertisements, information in foreign languages and visibility of the area, but they also stated that they would be more motivated to visit and revisit the biosphere reserve if they could see their friends visiting it and posting about it on social media. Research pointed out that there is significant difference between Generation Z and Generation Y in platforms used for searching for information, as well as required tourism infrastructure elements.
INTRODUCTION Of all Natura 2000 sites that form the basis of the national nature conservation system in Latvia, 43% are owned privately. Therefore, the owners and managers of private lands are strategically important stakeholders, and the achievement of nature conservation goals depends to a large extent on their motivation, environmental awareness, and involvement. The forest is an important and indispensable custodian of natural values, but natural and semi-natural grasslands are recognised globally for their high biodiversity, social and cultural values and provided ecosystem services. The aim of the research is to obtain data on how private land owners and managers treat natural values and their conservation not only in Natura 2000 areas, but also outside them. This decision was made because a large part of grasslands and forest micro-reserves are also located outside Natura 2000. METHODS To collect data on private landowners’ opinions about their motivation for being involved in nature conservation, the value of nature among other values and existing compensating mechanisms for unearned economic value, both online (ArcGIS123) and paper (in seminars organised by Latvian Rural Advisory and Training Centre) questionnaires were used to reach a representative sample of respondents. Data were collected between July and December 2021. Altogether, 604 forest landowners and 442 grassland landowners’ responses were used for further analysis. RESULTS Research shows that 42% of all respondents have lands in specially protected areas – Natura 2000, national parks, biosphere reserves and micro-reserves. 39% of forest landowners know what actions should be taken to preserve these natural values in their forests, but only 29% consider that before carrying out economic activities in the forest, its owner should ascertain the specially protected natural values found in the forest. Only 19% of forest owners, with restrictions on economic activities in order to meet nature conservation objectives, have received compensation, of which less than half (48%) were satisfied with the amount of financial support. 3% applied, but did not receive financial support, because their forest was too small. The continuity of nature-friendly perennial grassland management will be ensured, with 93% of landowners showing rather high motivation for this. Of all respondents, 78% consider that grasslands provide wild plant diversity; improve the quality of the landscape while preserving the traditional rural landscape - 87%; provide a place for the continuation of cultural traditions, annual rituals - 57%; and provide business opportunities - 47%. Although 41% think that other land uses are more profitable, 29% admit that they have a lack of knowledge about grassland management. DISCUSSION Forest owners are less motivated than natural grassland owners regarding nature conservation activities, as the price of the economic value of the forest is likely to far exceed the number of compensatory mechanisms. Integrated solutions for ensuring nature protection on private land must continue to be sought. The opinions of the respondents will provide an opportunity to create a clear and reasonable motivation system for private landowners, which balances the interests of conservation of natural values and economic development, is understandable to everyone and will serve not only this, but also future generations.
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