1. Studying the international way Sharing Economy and its Impact on the Competitiveness of Destinations Prof (FH) Mag. Christian Maurer SITCON Beograd, 25 September 2015

2. Your Name Share Economy Big Players 2 (Source: http://knowledge.ckgsb.edu.cn/wp-content/uploads/2014/09/Brands-in-the-sharing-economy.jpg)

3. Your Name Share Economy Share Economy: –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: –Surplus production, waste of resources –Environmental pollution –Social exclusion –Shortage of space –Financial crisis –Etc. Business models: For-profit, Non-profit, Barter, cooperations 3

4. Your Name 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 4

5. Your Name Share … what? Digital information: data, software, fotos, videos, music Travel components Products and services Collaborative life-style, experiences – ratings Labour Knowledge, know-how Opinions, attitudes Health treatments … 5 (Quelle: http://www.torbenrick.eu)

6. Your Name Food: Non-for-Profit 6

7. Your Name Food: For-Profit 7 http://www.eatwith.com/offering/5992//

8. Your Name Experiences 8 www.vayable.com

9. Your Name Local Tour-Guides 9

10. Your Name FlightCar 10

11. Your Name Live Services Agent 11

12. Your Name Umbrella Sharing 12

13. Your Name 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: –Real-time availability –Secure payment –Trust factor –Critical mass 13

14. Your Name 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) 14

15. Your Name 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 15

16. Your Name 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 16

17. Your Name 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 Hvala vam!