Studying the international way
Sharing Economy and its Impact on the
Competitiveness of Destinations
Prof (FH) Mag. Christian Maurer
SITCON
Beograd, 25 September 2015
Share Economy Big Players
(Source: http://knowledge.ckgsb.edu.cn/wp-content/uploads/2014/09/Brands-in-the-sharing-economy.jpg)
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Share Economy
• Share Economy:
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Martin Weitzman, 1984
Since 2009 related to WWW
Time Magazine 2010: „one of 10 ideas that will change the world“
Key topic at CeBit 2013
Key topic at ITB 2015
• Collaborative consumption: temporary sharing of resources, which
are not used permanently
• Peer-to-peer market places
• „Panacea“ for:
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Surplus production, waste of resources
Environmental pollution
Social exclusion
Shortage of space
Financial crisis
Etc.
• Business models: For-profit, Non-profit, Barter, cooperations
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Drivers
• Decreasing trust of customers in corporate communications
• Increasing penetration with Internet and Social Media (via
Smartphones, Tablets, wearables)
• Changes in the consumer behaviour (digital natives, fun society,
self-presentation)
• Financial, economic crises, natural desasters
• Population growth, rural depopulation, urbanisation
• Geo-political changes
• Green thinking, environmental awareness, fair-trading
• Generous funding from investors
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Share … what?
• Digital information: data, software, fotos, videos, music
• Travel components
• Products and services
• Collaborative life-style, experiences – ratings
• Knowledge, know-how
• Opinions, attitudes
• Health treatments
• …
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(Quelle: http://www.torbenrick.eu)
• Labour
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Food: Non-for-Profit
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Food: For-Profit
http://www.eatwith.com/offering/5992//
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Experiences
www.vayable.com
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Local Tour-Guides
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FlightCar
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Live Services Agent
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Umbrella Sharing
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Key Messages
• Internet platforms /Apps (So-Lo-Mo), intermediaries which match
demand and supply (b2c, c2c, b2b)
• Network effects due to social media, co-creation, crowd-sourcing,
crowd-funding
• Use specific algorithms for recommendations
• Critical success factors:
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Real-time availability
Secure payment
Trust factor
Critical mass
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Drives Competitiveness
• Cost reduction
• New markets and customer segments, access to products
and services
• Economic growth and development in less developed
regions
• Fosters sustainability
• Drives innovation
• Enhanced customer relations
• Authentic experiences
• Positive community and society development (altruism)
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Disruptive Economy
• New market places as a threat for destinations
• Plattforms undermine labour and legal regulations – „grey
economy“, „micro-entrepreneurs“
• Human relationships reduced to „commodities“
• Share economy benefits those who already have a lot
• Altruistic and idealisic ideas lead to profitable and powerful
platform – new type of intermediaries
• Increased control replaces trust
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Stay Competitive!
Recommdations for destinations:
• Increase online visability
• Increase service quality
• Personalisation of offers
• Foster community-building
• Engage in cooperations along the value chain
Outlook:
• Vertical and horizontal integration
• Meta-seach for sharing (e.g. compareandshare.com)
• Recommender systems
• Semantic Web, Internet of Things
• Augmented, virtual reality
• Mobile and wearable technology
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Hvala vam!
Prof. (FH) Mag. Christian Maurer
Programme Director „Tourism & Leisure
Management“ and „Marketing & Sales“
IMC University of Applied Sciences Krems
Department of Business
christian.maurer@fh-krems.ac.at
www.fh-krems.ac.at
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