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Factors affecting acceptance of smart retail solutions in Hungary: an empirical study using UTAUT2 model
Views:622In today's digitalisation process, retail is also undergoing a transformation, with the emergence of new smart solutions. Integrating intelligent solutions into a business model means new strategic challenges for retailing companies. The aim of the research is to examine the factors influencing the behavioural intention and use behaviour of smart retail solutions (SRS). The proposed model was based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). Data was collected by conducting a questionnaire of 302 Hungarian respondents. Confirmatory factor analysis (CFA) and partial least squares (PLS-SEM) estimation were implemented. The results showed that behavioural intention is significantly and positively influenced by effort expectancy and it is significantly and negatively influenced by facilitating conditions. Most of the respondents are not yet regular users of SRS, and the market penetration of front-end intelligent solutions in retail is considered as rather low.
JEL code: M10, M31, O14
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The PLACE OF AMORTIZATION AMONG COSTS, AS WELL AS EFFECT OF DIFFERENT DEPRECATION CALCULATION METHODS ON MANAGEMENT FROM BUSINESS ECONOMIC AND FINANCIAL VIEW OF POINT.
Views:453In our article, we try to present the place of amortization (depreciation) among costs, based on several aspects. After that, we will present the different description methods based on their characteristics, giving priority to what their use means for the entrepreneur. We support this with the help of model calculations. We present what mean the amortization accounting methods assuming that management is without inflation or between inflationary conditions. Based on this, we try to formulate proposals on how state intervention how could help businesses in inflationary economic conditions beyond that it would be more permissive in the choice of description method. Following the business economics approach to the question, we will examine the effect of amortization on tax base and the income, taking into consideration financial and accounting aspects. Considering that the use of the fixed assets and thus the expected return period takes several years, we must attention to the careful planning of the amount of replacement costs. When determining the required capital value, we cannot ignore the time factor, the time value of money. The required value of capital accumulation supplementing amortization per period is determined using the annuity method.
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Human resources management in small and medium enterprises
71-74Views:413Development of small and medium enterprises (SME) represents primary goal of every modern economy. It is complex challenge which includes great number of directly concerned parties in every sector of the state and economy. SME stimulate private ownership and entrepreneurship. Their characteristic is that they are flexible and can easily adjust to changes in supply and demand on the market. At the same time they open possibilities for increase of employment, promote diversification of economical activities, support sustainable growth and give significant contribution to export, trade and increase the competitiveness of the entire economy. Importance of SME for economy is undisputable. All research show that globally, more than 90% of all business activities are realized by SME. SMEs employ two thirds of total labor of European Union. Approaching to European Union presumes harmonization of the systematic environment and improvement of the climate of entrepreneurship, private initiative, development of SME. This determination has strongpoint in current world processes that prefer the development of SME, utilizing their profit efficiency and established advantages relating to the adaptability of small business to dynamic changes in economy. Problem of Human resources management is very sensitive issue in SMEs. Namely, in big companies there are entire teams of agencies or consultants are hired for selection and education of new employees, whereas in SMEs this work is done by owner or manager. Therefore, in this paper several facts were pointed out which need to be considered in selection of new employees, since every mistake in this activity can cause far-reaching consequences on functioning of SME.
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Impact of CAP’s pillars on Romanian rural employment
75-80Views:292This paper aims to clarify the direction of change in rural employment on short- and medium term in Romania, while CAP regulations are being introduced and the global economic crisis emerges. First we put into evidence the decrease of the role of agriculture as buffer for unemployment and the poor contribution of non-agricultural activities to provide employment for rural residents.Then we analyse the main characteristics of the rural labour force. Finally we synthesize the opinions expressed by 33 consultants (working at the Offices for Agricultural Consultancy from different counties in Transylvania) about the estimated short term evolution of rural employment and the impact of CAP on Romanian rural areas.
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Board diversity and firm value; mediating effect of CSR of listed oil firms in Nigeria
Views:479In this empirical study, the mediating effect of corporate social responsibility (CSR) on the nexus between corporate value and board diversity is investigated. However, hypotheses developed for this study were tested with annualized panel dataset of eight (8) Nigerian listed oil and gas firms in the upstream sector spanning 2012 to 2019. Stakeholder theory was used to underpin the study. The study employed three indicators for board diversity (board professionalism, board nationality and board gender), Tobin’s Q and amount spent on CSR. The panel regression results show that looking at the indirect effect in Model One; board diversity has no significant effect on firm value. However, empirical findings indicated that CSR exerts a significant and positive relationship with corporate value. Considering Model Two, the results show that CSR plays a pertinent role in establishing the nexus between corporate value and board diversity, this finding is congruent with stakeholder theory. The study recommends that environmental sensitive firms should maintain an appropriate and balance diverse board as it plays a pertinent and significant role in establishing the nexus between stakeholder relationship and the firms, which can also serve as a mechanism to mitigate manager's opportunistic tendencies behind CSR investment.
JEL code: L95, M14, M41
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Public Work - an International Outlook
125-132Views:383Labour market policy includes active and passive labour market programmes, aiming to solve different problems. Active labour market programmes assist the unemployed to find jobs and thus return to the labour market. Passive labour market programmes assist the unemployed by providing various kinds of aid, easing social tensions. Public work can be considered to be an active labour market programme, assisting people who receive social care with income based on public beneficial work. Consequently, public work is justified by some on the basis that it is purported to have some kind of moral foundation, as well as because it supposedly shows results within a short time. Yet, the rationale behind using public work programmes to fight unemployment is contested. Detractors see them as being rather costly, questioning their success and arguing that their overall results are uncertain, especially in the long run. In short, there are in fact pros and cons to using public work, with opinions being rather divisive. This study summarises these pros and cons, analysing the relevant international and Hungarian literatures in the context of active labour market programmes.
JEL Classification: I38
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Changes in the Relationship Between ICT Use and Economic Development in EU Member States 2010-2016
91-100Views:401In this study, we examined some ICT indicators of the EU Member States between 2010 and 2016 based on data of the World Bank and Eurostat. We wanted to know, how can the EU Member States be grouped according to these indicators, and which group can Hungary belong to. With the help of international literature reviews, three indicators were chosen. According to these we created three groups (underdeveloped, developing, developed) with the K-Mean cluster method that is classified by their level of development. Interesting changes took place during the period under review. By the end of the analyzed period, six countries lost their “developed” rating among others some founding members. There were also interesting changes in the clusters. The value of some indicators increased more than 40% in some cases, surprisingly, only in one case measured reduction. The proportion of ICT specialists decreased in developing countries (by 1%). The highest growth rate was observed in the developed countries in e-commerce. Because of the high proportion of ICT professionals and the share of e-commerce in the developed cluster we assumed that service would be the dominant sector. The two-sample t-test did not confirm our hypothesis. We supposed the focus in developing countries will be on the industry, due we think the developed countries started to outsource their SSCs (shared service centers) to less developed countries. With the help of a statistical indicator, we confirmed our assumption, but the result not so convincing since the significant level is only 11%. Although we thought that the underdeveloped group of countries was based on agriculture, statistical studies did not support our hypothesis.
JEL Classification: O13, O14, O52
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Global tendencies in pork meat - production, trade and consumption
105-111Views:2403World meat production is anticipated to stagnate in 2016, rising by a mere 0.3% to 320.7 million tonnes. Increases in output are expected in the United States, Brazil, the EU, India and the Russian Federation, while reduced production is foreseen for China, Australia and South Africa. Global meat trade is forecast to recover in 2016, growing by 2.8% to 30.6 million tonnes, which would represent a return to trend, after a fall in 2015. World production of pig meat in 2016 is forecast to decrease marginally, by 0.7% to 116.4 million tonnes, thus registering a second year of virtual stagnation. As in 2015, lower output in China, which accounts for almost half the world total, is the main reason for the slowdown. An unfavourable feed-pork price ratio in the country and new environmental regulations have caused farmers to reduce breeding sows, stalling growth. China’s production is projected to be 54 million tonnes, down 2.5% from the previous year. Elsewhere in Asia, the Philippines and Vietnam could boost output. Also, production in Japan and the Republic of Korea may expand, as the industry recovers from outbreaks of PED, which reduced piglet numbers in the previous two years. Recovery from the effects of PED has been faster in the United States, where a second year of growth is anticipated, when production could increase by 1.9% to a record 11.3 million tonnes. Output in Mexico also continues to recover, following a PED outbreak in 2014, and may rise in 2016 by 2.0% to 1.3 million tonnes. Pork meat trade could experience a second year of growth, increasing by 4.4% to 7.5 million tonnes – a record level. Lower international prices have stimulated trade. Most of the principal importing countries are anticipated to increase their purchases, including Mexico, China, the Russian Federation, the United States, Japan, the Republic of Korea and Australia. In response to rising demand, exports are projected to grow, in particular those of the United States, Canada, the EU and Brazil (FAO, 2016). Summarizing, in this study we wish to examine how evolve the world pork meat production, trade and consumption, and to demonstrate the main consuming countries, highlighting the role of China, as it is the most populated country in the world with its 1.4 billion inhabitants.
JEL Code: Q13, Q12
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Integration Efforts in Agriculture
91-96Views:323The economic and political transition brought many challenges for the Hungarian agricultural sector. The break-up of large agricultural holdings had serious negative impacts on food production and on the export of agricultural products. Capital intensive profit-seeking intermediaries dominate the trading of agricultural goods that has injurious effects in terms of downward pressure on production prices and an increase in consumer prices. Cooperatives have a key role in effectively tackling the common challenges that small-scale producers have to face. More vertical integration along the food chain could contribute to providing rural employment and to an increase in living standards in rural areas. This study reviews the development, the specific features and the driving forces of modern cooperatives in Central Europe in general, and in Hungary in particular. The focus is on the integrator role of cooperatives and their future role in our globalised world.
JEL Classification: Q10, Q13
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Experiences on organisation of fruit and vegetable sector in Hungary
65-67Views:312The objectives are (1) to reveal some current issues on organisations founded by fruit and vegetable producers and (2) to stress upon those factors that should be highlighted in the very next future. In Hungary, POs have been accounting for bigger share of fruit and vegetable trading in Hungary, which refers to a better organisation in the sector. Bargaining force and level of experience on running such businesses, although, are still much behind the level expected. Flexibility and speed of a running business are highly determined by the legal form of Pos. The most favourite form is cooperative that is not flexible enough as a business form, especially for starting businesses. Low yearly turnover and weak market power feature the POs, preferring short time solutions to strategic thinking. It is macro environmental factors that generate short term thinking, but coupled with mismanagement on different levels of corporate management.
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Green networks: Innovative capacity of SMEs in the Dutch greenhouse horticulture industry
43-50Views:318The Dutch greenhouse horticulture industry is characterized by world leadership in high-tech innovation. The dynamics of this playing field are innovation in production systems and automation, reduction in energy consumption and sharing limited space. However, international competitive advantage of the industry is under pressure and sustainable growth of individual enterprises is no longer a certainty. The sector’s ambition is to innovate better and grow faster than the competition in the rest of the world. Realizing this ambition requires strengthening the knowledge base, stimulating entrepreneurship, innovation (not just technological, but especially business process innovation). It also requires educating and professionalizing people. However, knowledge transfer in this industry is often fragmented and innovation through horizontal and vertical collaboration throughout the value chain is limited. This paper focuses on the question: how can the grower and the supplier in the greenhouse horticulture chain gain competitive advantage through radical product and process innovation. The challenge lies in time- to-market, in customer relationship, in developing new product/market combinations and in innovative entrepreneurship. In this paper an innovation and entrepreneurial educational and research programme is introduced. The programme aims at strengthening multidisciplinary collaboration between enterprise, education and research. Using best practice examples, the paper illustrates how companies can realize growth and improve the innovative capacity of the organization as well as the individual by linking economic and social sustainability. The paper continues to show how participants of the program develop competencies by means of going through a learning cycle of single-loop, double-loop and triple loop learning: reduction of mistakes, change towards new concepts and improvement of the ability to learn. Finally, the paper illustrates the importance of combining enterprise, education and research in regional networks, with examples from the greenhouse horticulture sector. These networks generate economic growth and international competitiveness by acting as business accelerators.
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POSITIVE EFFECTS OF CULTIVATION TECHNOLOGIES BASED ON GEOREFERENCED DATA ON THE ECONOMIC SUSTAINABILITY OF WINTER WHEAT PRODUCTION
Views:346Elements of precision farming, such as auto-steer navigation, section control and variable rate application, can have a positive impact on farming performance, yet the uptake of these technologies has been slow and farmers are not convinced that they can achieve ad- ditional benefits by switching to them. Therefore, the authors considered it important to examine the impact of precision farming on winter wheat yields based on data from Hungarian farms. Yield data from farms with a yield map in the MyJohnDeere database from 2018-2022 and yield and cost data from 48 farms with Variable Rate Application (VRA) from 2018-2022 were evaluated and compared to the national average. MyJohnDeere and VRA farms had significantly higher yields in all years. Despite the cost saving from the introduction of precision farming, such as non-overlapping input application, the total costs of the examined VRA farms were higher, which can be explained by more intensive production beyond precision farming. It can also be argued that the additional inputs of the VRA farms were outweighed by the additional production value, with their specific incomes being higher than the national average in all years. In conclusion, the profitability of winter wheat production - and thus its resilience to a changing economic environment - can be increased at farm scale by adapting preci- sion farming. Technological change by farmers, in particular the widespread adoption of variable rate application, could also increase the sustainability of winter wheat production at the farm scale.
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Estimation of Armington elasticities: case of vegetables in Mongolia
Views:450Mongolian people often consume meat more than vegetable in diet due to traditional nomadic culture. Nowadays, the Mongolian people’s diet has been changing who consume more vegetables with associated urbanization (half of the population live in urban areas, mostly in the capital city). Even though vegetable consumption has been increased recently, the vegetable market is still a high reliance on imports and threatening national food security. Since 2016, the Mongolian government has especially paid attention to increasing vegetable's domestic production and substitution to import vegetables (Ministry of food and Agriculture, 2017). Therefore, this paper provided to substitution elasticity (the Armington elasticity) between import vegetables and domestic vegetables in Mongolia. Additionally, we estimated the home bias value of vegetables. The so-called Armington elasticities are widely used for computable general equilibrium (CGE) analysis, which determines a degree of substitution between import goods and domestically produced goods. Several of the authors studied Armington elasticities at the product level. We choose six vegetables (such as potato, garlic and onion, tomato, carrot and turnips, cabbage, and cucumber) related to lack of information. The empirical result shows that the Armington elasticities in the long-run higher than the short-run with exception of potato which means that products are similar in the long-run. However, our estimated Armington elasticities are quite lower than the previous studies result which means that Mongolian people indicated more prefer home growing vegetables than import vegetables. Moreover, we found that the home bias value is high in the short-run even long -run, this appears to be a higher relative weight on home vegetables.
JEL code: F13, Q17, Q18
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Knowledge transfer: a case study approach
15-19Views:320The article builds on the growing importance of knowledge as a strategic resource for maintaining the competitive advantage of a business. We illustrate one of the initiatives contributing to effective knowledge transfer by describing a case study approach which suggests how universities might assist in disseminating knowledge and enhancing industry competitiveness.The case study approach is apparently an effective way to share best practices, and with the use of appropriate ICT tools, it provides for an enormous diffusion of codified (explicit) knowledge in the industry.The example in the focus of this article describes aVirtual Portal designed as a single-point access to information and tools (case studies, decision models and software), with the emphasis on case studies (their selection, coding and use).
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Tourist considerations in hosting a mega sport event: 2010 FIFA World Cup
115-120Views:259Tourism enterprises can create public viewing areas where shared enjoyment and heightened emotive experiences could arise, as well assentiments of patriotism, and ownership of the event itself. But, they must keep their base business happy; to ensure longterm loyalty of existing customers.
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Importance and impact of guest satisfaction
31-37Views:723The service quality can be measured by the consumers’ satisfaction. Researchers assume that high quality satisfies the guests and satisfaction may increase their loyalty. The main goal of this article is to measure guest satisfaction and prove its positive impacts on Hungarian hotels’ performance. A comprehensive survey was made on the Hungarian wellness hotels in October 2012; the primary aim was to provide them suggestions to improve their quality on the base of guests’ feedback. A self-administered questionnaire were compiled and sent back by 815 respondents. The investigation examined the quality awareness, quality perception, guest satisfaction and the following behavioral intentions of domestic guests of spa hotels. It can be concluded that domestic guests are generally satisfied with the quality of services offered by Hungarian spa hotels. The message of this research is for hotel managers that the increase of guest satisfaction can be reached by the improvement of service quality, and not only with price discounts. It has been demonstrated that satisfaction is closely related to their willingness to return to the hotel, so it is an essential condition of loyalty.
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New types of tourism and tourism marketing in the post-industrial world
33-37Views:472At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years.
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Ecological aspects of increasing intensity in pepper forcing with prime attention to the type of the growing equipment
81-87Views:335Significant amount of profit can be generated in forcing technologies by the efficient use of different elements in growing technologies, however, improving production intensity is on the agenda in the sector. Pepper forcing, as the most significant class of vegetable forcing, practically takes place under all the growing equipment widespread in our country, but there is a considerable difference in context of profitability and efficiency. This paper wonders whether the most intensive technology in pepper forcing is efficient regarding the use of forcing equipment, namely modern greenhouses, or growing under greenhouses with significantly lower investment cost is more efficient. The analysis represents cost-income factors and efficiency assessed on a long-term basis of different technologies via a deterministic model based on producers’ data collections. As a result of the research, economic indicators are calculated based on exact results which will help to conduct a comparative assessment of economic features in technological varieties.
JEL code: Q12
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Analysis of Bathing Habits among Spa Visitors
81-90Views:394The valorisation of healthy lifestyle has indicated the dynamic increase of healthcare sector. The consumer behaviour has been forming deterministically in health tourism. Visitors of spa towns can select various combinations of services either to sustain their health, to rest, to relax or to recover. It has a great importance for spas offering complex health tourism services to know the demands of guests and to reach the target groups with special, personalized service packages. After considering the statistical indicators of tourists visiting the spas of Northern Great Plain Region and the competitors of a selected spa, this paper aims to investigate the coherence among bathing habits, influencing factors of service demands, age and non-motivating coherences. The survey was taken place in a selected spa in Hajdú-Bihar County in August 2018 with random sampling questionnaire involving 256 visitors. During data analysis the coherence among indicators was examined with variant analysis (Levene’s test), in case of significant result with Welch’s t-test. Variances in age groups were analysed with Tamhane’s and LSD tests (post hoc analyses). We concluded that the primary information source of spas is still the suggestion of friends, acquaintances independently of the age of the respondent. Knowing this is relevant for further marketing communication. The most important features among the respondents are the condition of the spa and cleanness which are the basics of quality services. Motivations with coherence to age are social life and gaining experience, recovery and disease prevention. Visitors have the largest interest for family and kid programs. Recognition of bathing habits helps in marketing communication, reaching target markets effectively, pricing and service developments as well.
JEL Classification: Z32
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KNOWLEDGE AND PERCEPTION OF LIBERIAN AGRIBUSINESSES IN THE AFRICAN CONTINENTAL FREE TRADE AREA (AfCFTA)
Views:283Liberia has signed and ratified AfCFTA and is pending deposit with the African Union Commission. The objective of the paper thus is to examine the knowledge, and perception of Liberian agribusinesses on AfCFTA. The primary data were obtained from four (4) main categories of stakeholders in Liberia’s economic growth and development. They included (i) agribusiness enterprises/agricultural micro-small- and medium-sized enterprises operating in Monrovia; (ii) apex business entities/associations; (iii) government actors and (iv) partnerships in trade and development in Liberia. Findings from engagements with agribusinesses revealed that even though few respondents had a fair understanding of the Rules of Origin protocol, central to trading under AfCFTA, most of the respondents knew or had heard about the AfCFTA and mostly associated AfCFTA with creating one African market. Concentration on AfCFTA in Liberia should not only be on the removal of tariffs as the removal of tariffs is perceived by agribusiness as bad.
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MBA education at Debrecen University Faculty of Agricultural Economics and Rural Development
79-86Views:490Debrecen is the capital of the Great Hungarian Plain, the centre of many institutions, organizations and business companies just in the heart of Europe. It has provided an ideal setting for higher education since 1538. With this past of more than 450 years, the University of Debrecen is the oldest higher educational institution in continuous operation in Hungary based in the same city. Higher education in agriculture began in 1868, when the National Higher School of Agriculture was formed in Debrecen. The University of Debrecen has more than 26 000 students, and more than 1700 instructors teach at the University, which has 13 faculties, 2 independent institutions, 20 doctoral schools and offers the widest choice of higher education. This outstanding intellectual centre, with a vast research and development capacity, has a growing importance in the economic and social development, cultural progress of the region. It devotes special attention to serving the needs of a knowledge based society more efficiently, and it strives to become the knowledge centre of the region, which also preserves traditions and values.
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The role of trust in cooperation between farmers – the outcomes of a survey in Békés county
103-112Views:426Local socio-economic cooperation arrangements can contribute to the development of adequate solutions which can compensate the negative impacts of globalization. One of the specific areas is agriculture. Capital-intensive technology is the key element in the competitiveness and viability of firms. The present paper reviews the factors affecting the joint machine use arrangements of agricultural producers, with special regard to the role of trust. The questions of trust are examined in two dimensions: contractual and competence trust. On the basis of the survey carried out among farmers a positive connection was detected between the level of trust and the farmers’ activity in cooperation arrangements. Our results also pointed out that the trust needed in different areas of cooperation is very different. The experiences indicate a tendency, according to which contractual trust is more important in intensive cooperation arrangements which result in higher dependence, while competency trust is more emphasized in more extensive solutions.
JEL Code: Q13
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The labour market position of people with disabilities and with a reduced work capacity after the change of regime
89-97Views:295The study aims at exploring, based on an overview of the professional literature, the economic, social and employment policy situation which characterised the period from the change of regime to 10 years thereafter and concerned people with disabilities and with a reduced work capacity, as well as, the institutions and instruments influencing the related labour market demand and supply. It discusses those initiatives too which aim at increasing the economic activities of the related disadvantaged group. The topicality of the study comes from the fact that in the past few years the government has put a number of stricter legislation into force to strengthen the labour market position of people with disabilities and with a reduced work capacity in Hungary. Notwithstanding, the affected group still has low economic activity. In its background there is partially the economic-social situation and approach which characterised the transition period, as well as, the weak efficiency of the rehabilitation system, which was forming that time.
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Tourism, meditation, sustainability
81-91Views:497The economic value of meditation based services is clearly demonstrated by a growing number of companies using such services. In the USA one quarter of the companies offer in-house meditation training to their employees. On the otherhand,the number of those who think that the western consumption paradigm in its present form is unsustainable is also increasing. In addition to its business value, meditation and its most popular western form mindfulness is a practical tool that can catalyze a change in our world view and value system. A basic precondition for learning meditation techniques is to have an open, receptive, feminine attitude. As it is revealed in the present research, tourists poses a significantly elevated level of openness to new experience. This increased openness together with an upward trend for spiritual experiences can create a synergy for certain destinations, accommodation types, tourism locations to expand their service portfolio with meditation based services. While favourable physical and psychological effects of traditional tourism services fade within a few weeks, meditation is a portable tourism product which can be taken home and practiced regularly in a virtually cost-free way. By learning and practicing meditation the extremely poor physical and psychological condition of the Hungarian population could be improved in a preventive and cost-effective way. As the level of mindfulness is positively correlated with sustainable behaviour by offering meditation services tourism might take on a new level of significance in the battle for sustainability.
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The role of social media in gastronomy industry
95-103Views:2067Considering the rapidly changing business environment, staying competitive is a key issue and challenge for companies in the 21st century. The criteria of a company’s success and competitiveness is the changing behavior of the different economic actors and its influence. Through the information society came to the fore, the use of diverse information technology tools and methods has become a significant influence factor in terms of the entrepreneurs or company management and also the customers or other partners. Due to the rapid expansion of new technology developments, the role and importance of social media is continuously increasing. Also statistics show that one of the most regularly used IT tool is the social media and the different web 2.0 applications. The current study is intended to provide a better understanding how social media can emphasize the competitiveness of companies and format the consumer behavior in a special sector – the rapidly developing gastronomy industry. This paper presents an empirical research about the role of social media in the above mentioned industry based on the primary data which are gathered through a survey performed in Hungary. Beyond the empirical results presented, the paper also aims to provide some recommendations for research methodology – based on the international literature review and the Authors’ own experiences – both in gastronomy industry’s and customers’ point of view. Through the analysis the research hypotheses were examined and the most important correlations were identified between the survey results and the Authors’ initial supposition.
JEL Code: D83, L83, M31, Z33
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