Vol. 16 No. 3-4 (2025)
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Articles
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Exploring Digital Maturity Perception vs. Reality in Hungarian SMEs
1-12Views:266The research aimed to explore how the digitalization development of micro, small, and medium-sized enterprises (SMEs) in Hungary relates to their perceived digital readiness, and what role the size of the enterprise plays in this relationship. During the data collection, structured questionnaire data were collected from 207 enterprises, which were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The reliability of the measurement model was adequate (Cronbach alpha: 0.728–0.915; AVE: 0.579–0.792), and the discriminatory validity was verified by several procedures (e.g., HTMT values: 0.425–0.641). According to the results of the structural model, actual digitalisation had a negative, significant relationship with perceived digital readiness (β = -0.444; p < 0.001) and perceived adaptability (β = -0.501; p < 0.001). The size of the enterprise also had a significant impact on the perception of adaptability (β = 0.363; p < 0.001) and also played an intermediary role in the model. The results suggest that more advanced businesses are more critical of their situation, while smaller companies tend to overestimate their digital capabilities. The research contributes to a deeper understanding of the distortions of digitalization self-assessment and the foundation of targeted development interventions.
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The experience motivations of Generation Z tourists
Views:142Experience motivations based on the hierarchy of needs receive different emphasis in different stages of the life cycle. The basis for the creation of experiences is variety, activity and connection, as travel motivations in addition to the need for relaxation and rest. From the perspective of tourism product development, it is increasingly difficult to form homogeneous demand groups and offer them segment-specific experiences. The examination of the tourism experience behavior of the recently entered generation Z, which is formulated as a research question, is an urgent problem. The analysis of the responses related to experience motivation from the medium-sized sample of the targeted generation provides an opportunity to identify and group the motivations and images from the experience behavior of the age group, and to determine segment specificity. Based on the value and intensity of the individual experience attitudes, four main segments can be distinguished in the surveyed generation Z sample: those who mainly seek calm, safe relaxation, those who mainly get to know each other, those who mainly seek relationships and those who mainly seek challenges. The results of the research contribute to a more precise definition of the experiential behavior of Generation Z tourists.
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Modern communication strategies and business relationship development in higher education: experiences of corporate partners of the University of Debrecen
24-32Views:60The quality of communication channels in the B2B sector plays a fundamental role in determining the success of collaborations. With the rapid advancement of digitalization, it has become inevitable for higher education institutions to rethink and modernize their communication practices with business partners. The aim of our research was to map the currently used communication tools and processes, with a particular focus on how well they meet the expectations of today’s business environment and how they could be improved in the future.
Through semi-structured interviews conducted with the corporate partners of the University of Debrecen, we gained deeper insight into how inter-institutional communication works in practice, what challenges arise, and what development needs are identified by the stakeholders involved. The findings highlighted that, although existing tools are often functional, there is a clear demand for a consciously designed, innovative, and flexible communication system.
Our research is future-oriented: our goal is to formulate development proposals that support higher education institutions in building more dynamic, technologically supported, yet human-centered communication with their partners. These modern communication models could not only enhance institutional competitiveness but also provide students with more valuable and authentic networks for engaging with the business sector.
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The status and challenges of the digitalization of rural areas in Hungary
33-44Views:175The aim of this study is to explore the economic and social impacts of digitalization in rural areas of Hungary, with particular attention to the role of infrastructural development, digital skills, opportunities for the younger generation, and the adaptability of rural enterprises. The research is based on secondary data analysis, drawing from national and international databases to examine the current state, challenges, and opportunities of rural digitalization. The findings reveal that, although infrastructural improvements—especially in broadband network coverage—have brought significant progress, the digital transition is still hindered by a lack of financial resources, insufficient digital competencies, and limited access to technological innovation. The study emphasizes that digitalization in rural areas is not merely a matter of technology but also a strategic tool for promoting social equity and territorial cohesion. Accordingly, the author proposes the implementation of complex, targeted, and community-oriented development policies to support inclusive rural digital transformation.
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Is loyalty measurable? The importance and effective assessment of customer satisfaction
45-57Views:88Customer satisfaction is one of the key factors of corporate competitiveness and long-term business success in the 21st century. The rapid advancement of digitalization and the increasing expectations of consumers further emphasize the need to measure and improve satisfaction. The aim of this research is to examine which factors influence customer satisfaction in the case of a specific company, and how discrepancies between service quality and customer expectations can be identified. The study focuses on the gap between perceived service quality and customer perception, for which the GAP model and the SERVQUAL scale provided the theoretical and methodological framework. The research is based on both secondary and primary data collection; the primary research was conducted using a questionnaire, measuring customer perceptions across five key dimensions: reliability, responsiveness, assurance, empathy, and tangible elements. The results indicate that the company has a fundamentally strong customer satisfaction base, particularly in terms of employee expertise and the quality of communication. However, areas for improvement were identified regarding the accuracy of information provision and customer communication, which are also relevant from the perspective of service gaps. The study highlights that properly applied measurement models not only enable the assessment of satisfaction levels but also serve as effective tools for the targeted improvement of service quality.
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Practical experiences of business performance measurement in Hungarian e-commerce
58-75Views:75In E-commerce is gaining ground all over the world, and its role in the global economy is growing. However, it is important to note that the current inflationary environment puts e-commerce at a disadvantage compared to traditional sales. Rising prices for food and everyday goods have been reflected in consumers' shopping baskets, while e-commerce has seen increased demand for cheaper substitute products. This has reduced basket value and made it difficult to meet performance targets. As traditional stores have grown in importance, e-commerce's share of total trade has fallen from a record high of 10.4% in 2021 to 9.6% in 2022. It is forecast that, within ten years, 30% of retail sales will be made online. These changing shopping habits will present challenges for business leaders. The research aims to determine the extent to which e-commerce businesses in Hungary are influenced by performance measurement tools and systems, how these tools and systems are used, how they improve performance, and their impact on the achievement of corporate performance objectives. It is particularly important to examine which areas can be improved and which pose barriers or risks to achieving targets. In order to make key decisions, business leaders require information on the most impactful factors and those that will help them to achieve their goals. To achieve this, it is necessary to assess companies' current performance improvement and measurement practices and the results achieved, as well as identifying the interrelationships between the different factors. This research was conducted through a questionnaire survey of e-commerce businesses. Based on the responses, the factors that contribute most to effective management were investigated, highlighting the performance improvement and measurement tools on which these businesses should focus.
The questionnaire-based survey comprised a total of 24 items, organized into two main sections. The first section focused on collecting general background information, while the second section aimed to assess practices related to performance measurement and evaluation. This latter section included questions concerning performance objectives, performance-inhibiting and risk factors, the tools and methods used for performance measurement, operational, financial, and market-based performance outcomes, as well as the evaluation of measured performance.
A total of 224 valid responses were collected. During the data analysis, principal component analysis (PCA) was employed to reduce the dimensionality of the variable groups. Closely related variables were grouped into single components based on their intercorrelations. Subsequently, a dependent variable was defined, and the Backward elimination method was applied to identify those principal components that best explained the variance in the dependent variable. Cluster analysis was conducted to form distinct groups, and the financial, asset-related, and income-related indicators of the resulting clusters were examined. These clusters were later utilized in hypothesis testing. Improved profitability, increasing returns, and enhanced financial performance were observed in Cluster 2. For enterprises within this cluster, the introduction of new products, the establishment of long-term growth objectives, and the monitoring of website visits and customer complaints were considered particularly important. These findings suggest that such factors should be given special consideration by enterprises operating in online marketplaces.
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The financial significance of player rights based on the financial statements of hungarian and international football clubs
76-85Views:29In contemporary football, the financial dynamics of clubs are increasingly influenced not only by on-field performance but also by player market transactions, which have gained significant economic importance in recent years. Transfers have become pivotal financial events for football clubs, with the sale of player rights playing a fundamental role in their revenue structures and financial strategies. This study examines the financial statements from 2020 to 2024 of three football clubs operating under different accounting standards: FTC Labdarúgó Zrt. (complying with Hungarian accounting regulations), Borussia Dortmund KGaA, and Juventus Football Club S.p.A. (both adhering to IFRS). Through a comparative analysis, the research investigates the extent to which revenues from the sale of player rights contribute to the total income of these clubs and whether there is a discernible trend of increasing reliance on this revenue stream during the specified period. The study aims to elucidate how intensified activity in the player transfer market is reflected in the financial statements of these clubs, particularly concerning shifts in their revenue structures.
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Examination of the Net Profit during the transition to IFRS
Views:24The research examines the impact of the transition to IFRS in the context of companies operating under the Hungarian accounting environment. The focus of the study is on first-time adopters that also prepare their individual financial statements in accordance with IFRS. Based on the descriptive statistical analysis, the average net income is higher under IFRS than under the Hungarian accounting standards for both high and low capital-intensive companies. However, the difference is not significant, especially in the case of companies with low capital intensity. Due to the high variability in the results, extreme values were filtered out, yet the data still did not follow a normal distribution. The Wilcoxon rank-sum test showed p-values above 5% in both clusters, indicating no statistically significant difference between net income figures reported under the two accounting systems. This finding is further supported by the effect size values, which reflect a weak relationship between the variables. Overall, the transition to IFRS does not have a meaningful impact on the net income.
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From Slavery to Fair Work in Hospitality: How New Technologies Affect?
95-106Views:45This critical review examines the role of advanced technologies in reshaping slavery-like working conditions in the hospitality industry. While automation and intelligent systems can improve efficiency and ease workloads, they also raise concerns about worker displacement, wage disparities, and job insecurity. The discussion revolves around whether technological advancements can improve working conditions or deepen existing inequalities by favouring highly skilled workers while marginalising others. The existing literature does not provide a unified framework that guarantees ethical employment practices by combining technology with labour force policies. The study introduces the Tech-Driven Fair and Decent Work Agenda (TDFDWA) as an approach towards implementing the Fair and Decent Work Agenda (FDWA), sustainable development goals (SDG 8) and International Labour Organization (ILO), aiming to integrate advanced technologies in implementing ethical labour governance. This agenda harnesses advanced technologies for promoting economic growth and ethical employment to ensure labour force stability in the age of the digitalised hospitality industry.
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Radical Times Require Radical Measures – the Fed, the ECB and the BoE monetary response to the pandemic
107-124Views:29This journal describes the non-conventional measures used by the Federal Reserve, the European
Central Bank and the Bank of England during the coronavirus crisis. The pandemic followed a
period of historically low interest rates, rendering the main monetary policy tools of central banks
largely ineffective in further stimulating the economy. Consequently, central banks introduced so
called non-conventional measures. The primary aim of this study is to present the theoretical
functioning of elements within the central banks’ toolkit, particularly focusing on non
conventional measures, as well as their intended economic objectives and associated risks and
challenges. The article reviews crisis management measures implemented by central banks, such
as asset purchases and liquidity-providing programs, aimed at mitigating the negative economic
impacts of the coronavirus pandemic and preserving economic stability in an exceptionally
challenging environment. Through a detailed examination of these measures, readers gain
insight into why central banks resorted to these tools and how they became essential instruments
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Mitigating the negative effects of suburbanisation in debrecen with a new form of public transport, the tram-train
125-138Views:21Debrecen has an extensive agglomeration area due to suburbanisation and ongoing developments, which is creating increasing road traffic problems. The need to improve transport infrastructure is unquestionable. The tram-train is a modern form of public transport, which would serve both the city and the suburbs of Debrecen, by providing transport within the city and between settlements. The objective of my research is to assess - from an ecological point of view only - whether it is worthwhile to build a tram-train system in Debrecen. Therefore, I had to study the traffic in the suburbs of Debrecen, which I determined using cross-sectional traffic counts and the staining method.
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Economic Restructuring and Labor Market Adaptation in a Regional Context – The Impact of Industrial Investments in Debrecen
139-154Views:25This study examines the labour market impacts of the large-scale industrial investments in Debrecen between 2015-2025, with particular focus on the economic transformation generated by BMW, CATL and other multinational corporations. The research aims to explore how the emergence of new high-tech industries transforms the structure of the regional labour market, what competency realignments it produces, and what managerial challenges it poses. The methodological approach combines literature analysis, secondary data collection and expert consultations, focusing on investments in the Southern and Northwestern Economic Zones. The research identified a "dual shock effect" in Debrecen's labor market: the creation of more than 20,000 new jobs generates a quantitative shock, while the industrial structural transformation and the competency expectations of international companies representing high-tech industries result in a qualitative shock. Competition for labour has led to significant wage increases and forces the application of new recruitment and retention strategies, while intercultural leadership and organizational development have also become critical challenges during the implementation of greenfield investments in Debrecen. Debrecen's economic transformation represents an exemplary process for regional development, however, it poses significant adaptation challenges for both employees and companies.
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Examining the relationship between diabetes prevalence and economic development
155-169Views:21The increasing prevalence of diabetes has become one of the most important and challenging health issues in the world. The increase in the prevalence of diabetes in most regions of the world is paralleled by rapid economic development. We aim to investigate the relationship between increasing economic growth and diabetes prevalence. We are seeking answers whether the Kuznets hypothesis is true or not, such as economic growth is a cure for certain health problems, in this case diabetes. Our analysis was based on aggregated data from the European Health for All database (HFA-DB). We fitted second-order curves and calculated coefficients of determination. In all the countries diabetes prevalence has increased over the analyzed period, in line with the increase in GDP per capita. The coefficient of determination ranged between R2=0.95 and 0.81. Our analysis shows a correlation between GDP and diabetes prevalence. Portugal and the Czech Republic had significantly higher prevalence of diabetes compared to countries with similar economic development, while Turkmenistan, Greece, Kazakhstan and Iceland had significantly lower prevalence. Close attention should be paid to countries that have experienced a decline in diabetes prevalence to avoid the increasing economic burden. Research is needed to investigate the effects and circumstances led to lower diabetes prevalence despite high GDP per capita, so the increase in economic welfare is not associated with an increased prevalence of diabetes.