The sharing economy is growing in the hotel industry very fast. The study is important for the hotel’s management - strategy formulation. The aim of this research is to evaluate the sharing economy effect on hotels in Lithuania. Correlation and regression analysis methods were used for achieving the aim. The study analyses if the sharing economy has caused any impact on accommodating tourists at hotels, hotels income from accommodation services, and room occupancy rate. Results reveal a positive relationship between the sharing economy and all investigated indicators of hotel activities, thus indicating that the hotel business is growing together with the sharing economy. The hotels' sector in Lithuania has continued to grow while more and more hosts and consumers joined the sharing economy. Results imply that the sharing economy is not a competitor for the Lithuanian hotels business as the sharing economy targets different tourist segment, moreover the market is capacious for both segments. Sharing economy in the accommodation sector – a niche with its own customer group. The research results are important for making correct decisions in the Lithuanian tourism industry as other researches in other countries show a negative impact on the sharing economy on the hotels' sector. The rapid growth of the sharing economy in Lithuania may oblige hotels to focus on the sharing economy and consider further actions.
The article focuses on a relevant scientific and practical problem of the present, i.e., the resilience of organisations in the face of the COVID-19 pandemic. The aim is, upon analysing the response of organisations to the threats related to the COVID-19-caused restrictions on economic activity, to identify the predominant behaviour of organisations that predetermines their resilience. The theoretical part discusses the leadership aspect of the heads of organisations and the ability of organisations to survive in the conditions of uncertainty. The findings of the research in small and medium-sized enterprises (SMEs) of Klaipėda Region are presented. The research methods chosen to deal with a scientific problem in the theoretical part include an analysis of literature sources, systematisation, synthesis, generalisation, and comparison. In the empirical research, quantitative research, i.e., a questionnaire survey and data processing methods, was applied. Due to the specificity of the region, the majority of the surveyed business entities (71.3%) are from the services sector, while the rest of the surveyed companies belong to the manufacturing (15%) and trade (13.7%) sectors. The research established that most of the organisations surveyed benefited from the government support. On assessing the survey data and summarising the response and efforts of organisations to deal with uncertainties, a conclusion was drawn that SMEs' response to uncertainties was mainly focused on the protection against threats and avoidance of risk, however, the organisations lacked preparedness and consistency when dealing with unforeseen circumstances.
Advanced internet infrastructure and increasing internet usage both in corporate and home levels broadens opportunities for marketers. The internet as a marketing channel became one of the most important tools for communication between the seller and consumer. More and more companies rely on the internet and increases the budget for the next generation strategies. However, the channels (Search Engines Optimization, Search Engines Marketing, Email Marketing, Invasive Marketing, Syndicated content Marketing, Social Media Marketing and etc.) are chosen intuitively. There is no proven efficiency of different channel or tool. Marketers know the technical description, can calculate budgets but the efficiency differences are unclear. The purpose of the article is to analyse and describe the efficiency of each online marketing channel. Quantitative research method was used to analyse the efficiency of online marketing channels. A survey of Lithuania's internet users reveals the most acceptable (efficient) online marketing channels. The article scientific aim is to identify which online marketing channels are the most efficient. The findings are valuable at least for Lithuanian market as it reveals the efficiency of different online marketing channels. Companies can make the strategic decisions and choose the most powerful and money efficient channels combination to achieve their marketing goals.
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