The thesis concentrates on the impact of the sharing economy on consumer behavior in tourism. The theoretical part focuses on several approaches towards consumer behavior and the importance of mobile technologies for the growth of the sharing economy. The second part later deals with characterization of the sharing economy, determination of the key players and most importantly researches the impact of this phenomenon on consumer behavior in tourism, especially in the area of accommodation and transportation.

This master's thesis focuses on phenomen of sharing economy in France and its impact on tourism. It analyses the current situation of sharing economy in France and emphasizes the role of France on the market of sharing economy in comparison with other countries, especially with the Czech Republic. The following practical part concentrates on the different knowledge and experience with services in sharing economy between the people living in France and in the Czech Republic. The main aim of this comparison is to emphasize the difference between these countries and determine the situation of sharing economy in France more deeply.

This thesis explores how the sharing economy in America combines Collaborative Consumption ideas and social values with capitalist business models to make a profit. I discuss definitions of terms associated with the sharing economy, economic anthropological theories and case studies, as well as company and consumer motivations in sharing economy companies.

The thesis focuses on the phenomenon of the sharing economy. Using Airbnb as an example to show the opportunities and threats that the sharing economy may bring to companies, individuals and society. The thesis is divided into several chapters, the theoretical part is devoted to the analysis of the marketing environment, marketing strategy, the specifics of marketing mix of tourism and the theoretical background of sharing economy. The practical part is dedicated to company introduction and analyzes marketing activities of Airbnb both in Czech republic and abroad. The main goal of this thesis is to reveal the potential od Czech market for Airbnb through market research, identify the future goals of the company and suggest how to achieve these goals.

Orientador: Victor Hugo de Almeida / Resumo: A presente pesquisa buscou examinar o setor dos motoristas por aplicativo, como enfoque específico na empresa Uber. Buscou-se, por meio da realização de entrevistas com trabalhadores, identificar vulnerabilidades às quais os motoristas por aplicativos estariam expostos e, diante dos dados coletados, discutir as políticas públicas necessárias para a proteção do setor, sempre com foco na efetivação das garantias fundamentais desses trabalhadores. Como resultados encontrados, a análise do contexto histórico permitiu compreender que a Uber representa uma ressignificação do trabalho dentro do contexto da sociedade informacional, pautando-se no lema da flexibilidade. Quanto aos dados encontrados na pesquisa empírica realizada, evidencia-se a questão de ordem econômica, na medida em que a maioria dos trabalhadores escolhe a Uber como única fonte de renda e tem, por motivação, a procura do trabalho, o desemprego no país e o baixo rendimento auferido, o que demanda uma valorização da remuneração dessa forma de trabalho. A questão econômica incide ainda em um aumento da jornada laboral e, não havendo controle para evitar excessos, pode resultar em consequências negativas para a saúde e a segurança desses trabalhadores. Ainda, tal atividade laboral apresenta diversos riscos aos trabalhadores, como, por exemplo, assaltos e acidentes, evidenciando a necessidade de adoção de mecanismos de segurança. A empresa Uber adota mecanismos de controle de qualidade que limitam a autonomia dos trabal... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: The present research sought to examine the driver by application sector, as a specific focus in the company Uber. It was sought, through interviews with workers, to identify vulnerabilities to which drivers by applications would be exposed and, in view of the collected data, to discuss the public policies necessary for the protection of the sector, always focusing on the realization of the fundamental guarantees of these workers. As results found, the analysis of the historical context allowed us to understand that Uber represents a re-signification of work within the context of the information society, based on the motto of flexibility. As for the data found in the empirical research carried out, the economic question is evident, since most of the workers choose Uber as the only source of income and have as motivation, the search for labor, unemployment in the country and the low income earned, which demands an appreciation of the remuneration of this form of work. The economic issue also implies an increase in working hours and, in the absence of control to avoid excesses, can result in negative consequences for the health and safety of these workers. Also, this work activity presents several risks to workers, such as assaults and accidents, evidencing the need to adopt safety mechanisms. The Uber company adopts mechanisms of quality control that limit the autonomy of the workers, functioning as a true system of labor coordination. This implies directly to the issue of subo... (Complete abstract click electronic access below) / Mestre

As a result of technological growth, there is a change in lifestyle which increases thedemands and expectations of consumers, especially in younger generations. Thisdemand forces the companies to update their business models to fulfil customerneeds, which results in the development of mobile applications and websites thatprovide convenience and flexibility to the users. This development gives rise to thesharing economy; it is the combination of old sharing practices with the newtechnological advancement through online. This sharing system hugely affects theconsumer behaviour, and this consumer behaviour is noted in the younger generation,especially in generation Z as they are the generation with the primary consumermarket in the upcoming decades, who are born and brought up in the internet world.Finding the attitude towards sharing economy is considered between the Indian andthe Swedish generation Z. Therefore, in order to understand more about this concept,a qualitative study is performed with the Indian and Swedish gen Z sharing economyconsumers. Our study includes ten interviews, five on both sides. An integrated modelwas developed from existing theories, which was adapted to analyze and comparethe findings of this study. This framework is regarded as the bedrock for this research,and themes were segmented from the transcribed interviews through the thematicanalysis. The finding of this study indicates that the Indian generation Z respondentsare showing active response to the sharing economy platforms. In contrast, theSwedish generation Z respondents are exhibiting passive participation towards sharingplatforms due to the various factors which are discussed in detail. The researchexplores how each structure is related in this study to evaluate the attitude of Indianand Swedish generation Z.Supervisor:

Delningsekonomi som företagsform har ökat de senaste åren. Delningsekonomi definieras som en digital plattform vilket kan användas privat eller av företag för att dela varor eller tjänster. I definitionen ingår att ingen överlåtelse av äganderätt sker, med andra ord, den som hyr ut har fortfarande kvar ägandet. Tidigare forskning inom ämnet delningsekonomi har målat upp det som en lovande affärsstrategi som lyfter fram ekonomiska aspekter. Dessa visas i termer av positiv koppling till bekvämlighet, bättre service och lägre kostnader. Potentiella fördelar och nackdelar med delningsekonomin har det forskats en del inom, men dock saknas studier som jämför svenska delningsekonomiska företag med svenska traditionella företag ur ett nyckeltalsperspektiv. Syftet med studien är att analysera och jämföra svenska företag inom delningsekonomiska sektorn med traditionella företag med utgångspunkt från nyckeltal för företagen. Strategin som användes i studien är flermetodsforskning. Först gjordes komparativ forskningsdesign med en kvantitativ metod. Tio nyckeltal användes för att kunna påvisa eventuella likheter och skillnader mellan företagen. Sedan gjordes systematisk innehållsanalys av årsredovisning för att förstå mer av företagens ekonomiska situation. Resultatet i denna studie visar på att det finns skillnader mellan delningsekonomiska företag och traditionella företag. Delningsekonomiska företag har generellt sämre nyckeltal; jämförelse med traditionella företag. Delningsekonomiska företag har högrekostnader än traditionella företag. Denna slutsats att delningsekonomiska företag har högre kostnader än traditionella företag går emot tidigare forskning inom ämnet. Grundtanken med delningsekonomiska företag är att kostnaderna ska vara lägre än traditionella företag men i denna studie visas att svenska företag har högre kostnader. Studien ger som resultat att i delningsekonomiska företag är nio av tio nyckeltal är lägre för delningsekonomiska än traditionella företag. De studien har kommit fram till tyder på att delningsekonomiska företag har en sämre ekonomisk ställning än traditionella företag. / Sharing economy is defined as a digital platform which can be used privately or by companies to share goods or services. The definition includes that no transfer of ownership takes place, in other words, the lessor still has the ownership. Previous research in the subject of sharing economy has painted it as a promising business strategy that highlights economic aspects. These are displayed in terms of positive connection to convenience, better service, and lower costs. There has been some research into potential advantages and disadvantages of the sharing economy, but there are no studies that compare Swedish sharing economy companies with Swedish traditional companies from a key figure perspective. The purpose of the study is to analyze key figures and compare Swedish companies in the sharing economy sector and Swedish traditional companies. This study found that nine out of ten key figures had a lower value for sharing economy than traditional companies. The observations the study has shown indicate that sharing economy companies have a worse financial situation than traditional companies.

With an expanded increase in consumption and production in the last decades, the Western societies’ unsustainable way of living has started to have a destructive effect on the planet. Energy use and greenhouse gas emissions linked to production and waste control in societies can be reduced immensely with fewer goods. Through the sharing economy, goods, materials and services can be utilized to the fullest, decreasing the need for more production of raw materials. Sharing has both practical and economic gain for the consumer, the community and the environment. The aim of this research is to analyze and map the present state of sharing economy within Uppsala Municipality and evaluate how to adopt and implement sharing economy from the governance perspective of Uppsala. In this case study, a document analysis, a survey and interviews are used as analytical tools to answer the three research questions; what sharing economy practices and strategies are to be found within Uppsala Municipality; which are the identified drivers, barriers and attitude towards sharing economy within the public sector of Uppsala and how sharing economy platforms and services can be implemented in Uppsala Municipality. The results show that while some sharing economy practices and strategies can be found within Uppsala Municipality, there are no clear guidelines to be found on how to work with sharing economy. The public sector is positive towards a sharing economy and wants to see more sharing alternatives. In their opinion, the main drivers to sharing economy are saving on resources, economy and energy, while the main barriers are time consumption, uncertainty in who should be responsible for these services and complication in implementation. Finally, a shared knowledge and definition on sharing economy, a justification on why sharing economy should be implemented and a collaboration where every stakeholder finds their place in the projects seem to be the main premise of implementing sharing economy on a local governance level.

Der Beitrag untersucht die ideologische Grundlage des digitalen Kapitalismus, die als Solutionismus verstanden wird. Am Beispiel der Sharing Economy als einer im Zuge der fortschreitenden Digitalisierung entstandenen Ökonomie vollziehen wir diese ideologische Grundlage exemplarisch nach. Hierzu arbeiten wir mittels einer narrativen Diskursanalyse die Ideologiearchitektur aus den Manifesten sowie Anti-Manifesten der Sharing Economy heraus.

Effekterna av covid-19 pandemin har ytterligare accelererat den utveckling som skett i samhället under en längre tid. Allt mer av den privata och yrkesmässiga vardagen sker numera digitalt, där distansarbete blivit normen för många. Arbetslivet är möjligen det område som har påverkats allra mest av pandemin och medfört att en stor del av företagen tvingats ställa om sin verksamhet. Den ökade digitaliseringen har gjort att människor kan arbeta från i stort sett var som helst i världen och att en fysisk arbetsplats inte längre är fullkomligt nödvändig. När många företag skär ned på sina kontorslokaler och uppmanar till ökad flexibilitet, så kvarstår dock fortfarande behovet av att ha en fast punkt och en plats där socialt utbyte sker. Coworking spaces är en kontorsform som växt sig allt starkare i takt med detta eftersom det möjliggör både flexibilitet och social interaktion i ett paket. Flera undersökningar pekar nu mot att efterfrågan och tillväxten på coworking spaces kommer att vara hög framöver. Samtidigt är detta ett relativt outforskat fenomen och det saknas studier om vad som gör dessa framgångsrika. Syftet med denna studie är därför att öka förståelsen för hur coworking spaces kan stärka sitt värdeerbjudande, och därigenom attrahera fler användare. Mer specifikt är studien avgränsad till att studera coworking spaces i Västerbotten, vilket bidrar till att nytt geografiskt område undersöks. Genom kvalitativa intervjuer med såväl användare som värdar, ämnar studien bidra med stöd och vägledning för coworkingföretagen. Resultatet visar att företagens nuvarande värdeerbjudande till viss del skiljer sig från användarnas preferenser, vilket kan vara både intressant och insiktsfullt för företagen. Vidare visar resultatet att flertalet aspekter värdesätts annorlunda i jämförelse med tidigare studier, vilket tyder på att användarnas preferenser kan skilja sig världen över. För coworkingföretagen blir det därför viktigt att fortsätta studera användarnas preferenser i den miljön de verkar i, för att på så sätt utveckla sitt värdeerbjudande än mer framöver. En del i utvecklingen bör vara att sprida konceptet coworking och medvetengöra fler personer om dess värde och aktualitet i den allt mer flexibla verkligheten. Genom att göra detta finns det goda möjligheter till att fler personer väljer att gå den vägen och göra coworking spaces till sin arbetsplats i framtiden.