Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

Registered in the Media Registrants-Register

Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

Issued 4 times a year (March, June, September, December) since 2010

Business Model: Golden Open Access | APC Policy

Editor-in-Chieff             View Editorial Board

Oleksii Lyulyov

Sumy State University | Ukraine

The Sharing Economy in the Tourism Sector: Microeconomic Factors

Valentinas Navickas 1,  , Ieva Petroke  1*,  
  1. School of Economics and Business, Kaunas University of Technology, Lithuania

     * Corresponding author

Received: 20 January 2024

Revised: 10 May 2024

Accepted: 9 June 2024


This research endeavours to explore the intricate dynamics of microeconomic factors that significantly influence the evolution of the sharing economy within the vibrant landscape of Lithuania’s tourism sector. By harnessing an extensive dataset comprising diverse tourism metrics and online platform activities, advanced regression analysis techniques are employed to uncover the intricate interplay between tourism employment and key determinants such as tourism output, accommodation infrastructure, internet accessibility, and other pertinent variables. The empirical insights gleaned from this analysis reveal compelling correlations, shedding light on the pivotal role played by these factors in shaping the burgeoning sharing economy within the tourism realm. Moreover, this study provides nuanced insights into the potential implications for future research endeavours. By elucidating the complex relationships between various economic variables and the sharing economy, this research lays the groundwork for further empirical exploration and theoretical refinement. The ramifications of this research extend beyond academia to encompass practical implications for industry practitioners and policymakers alike. By gaining a deeper understanding of the microeconomic drivers of the sharing economy in the tourism sector, stakeholders can devise more informed strategies to leverage its potential for sustainable growth and development. In conclusion, this research represents a significant contribution to the burgeoning field of sharing economy studies within the context of the tourism sector. By revealing the intricate web of microeconomic factors underpinning its development, this study provides valuable insights that can inform both academic discourse and practical decision-making processes. Ultimately, it is hoped that this research will catalyse further exploration and innovation in the field, driving continued growth and prosperity within Lithuania’s tourism sector.

Keywords: collaborative consumption; internet platforms; recreation industry; regression analysis. 

How to Cite: Navickas, V. & Petroke, I. (2024). The Sharing Economy in the Tourism Sector: Microeconomic Factors. Marketing and Management of Innovations, 15(2), 75–88.

Abstract Views

PDF Downloads


  1. Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), (1595–1600).[Google Scholar] [CrossRef]
  2. Benoit, S., Wang, Y., Teng, L., Hampson, D. P., & Li, X. (2022). Innovation in the sharing economy: A framework and future research agenda. Journal of Business Research, 149, 207-216. [Google Scholar] [CrossRef]
  3. Boes, K., & Buhalis, D. (2020a). Smart Tourism and Sharing Economy: Conceptualizing a Pathway to Success. Journal of Destination Marketing & Management, 17, 100461.
  4. Boes, K., & Buhalis, D. (2020b). Smart Tourism Destinations: Digital Service Innovation and Smart Visitor Economy. Journal of Destination Marketing & Management, 18, 100502.
  5. Cheng, M., & Foley, C. (2018a). Review of Sharing Economy Activity in the Accommodation Sector. Journal of Travel Research, 57(3), 291–310.
  6. Cheng, M., & Foley, C. (2018b). The Sharing Economy and Digital Discrimination: The Case of Airbnb. International Journal of Hospitality Management, 70, 95-98. [Google Scholar] [CrossRef]
  7. Chinoracky, R., Kurotova, J., & Janoskova, P. (2021). Measuring the impact of digital technologies on transport industry – macroeconomic perspective. Transportation Research Procedia, 55, 434-441. [Google Scholar] [CrossRef]
  8. Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & environment27(3), 279-296.[Google Scholar] [CrossRef]
  9. Dogru, T., Zhang, Y., Suess, C., Mody, M., Bulut, U., & Sirakaya-Turk, E. (2020). What caused the rise of Airbnb? An examination of key macroeconomic factors. Tourism Management, 81, 104134. [Google Scholar] [CrossRef]
  10. Edelman, B. G., & Geradin, D. (2015). Efficiencies and regulatory shortcuts: How should we regulate companies like Airbnb and Uber.  Tech. L. Rev.19, 293. [Google Scholar]
  11. Pernice, D., & Kuzhym, O. (2021). Fact Sheets on the European Union. European Parliament. [Link]
  12. Fang, B., Ye, Q., & Law, R. (2016). Effect of sharing economy on tourism industry employment. Annals of Tourism Researchc. [Google Scholar] [CrossRef]
  13. Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin. [Google Scholar]
  14. Martin, J. M., & Guaita Martinez, J. M. (2020). Entrepreneurs’ attitudes toward seasonality in the tourism sector. International Journal of Entrepreneurial Behavior & Research26(3), 432-448. [Google Scholar] [CrossRef]
  15. Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015a). Conceptualizing the “Sharing Economy.” In Information and Communication Technologies in Tourism 2015 (pp. 527-539). Springer, Cham.
  16. Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015b). Smart Tourism: Foundations and Developments. Electronic Markets, 25(3), 179-188.[Google Scholar] [CrossRef]
  17. Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217 [Google Scholar] [CrossRef]
  18. Hall, C. M., Scott, D., Gossling, S., & Pandey, K. K. (2020). Tourism and water: Interactions, impacts, and challenges. Journal of Sustainable Tourism, 28(4), 453-463. [Google Scholar]
  19. Hamari, J., Sjoklint, M., & Ukkonen, A. (2016). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–2059. [Google Scholar] [CrossRef]
  20. Hawlitschek, F., Teubner, T., & Gimpel, H. (2016). Understanding the sharing economy–Drivers and impediments for participation in peer-to-peer rental. In 2016 49th Hawaii International Conference on System Sciences (HICSS)(pp. 4782-4791). IEEE. [Google Scholar] [CrossRef]
  21. Henry, M., Schraven, D., Bocken, N., Frenken, K., Hekkert, M., & Kirchherr, J. (2021). The battle of the buzzwords: A comparative review of the circular economy and the sharing economy concepts. Environmental innovation and societal transitions38, 1-21.[Google Scholar] [CrossRef]
  22. Heo, C. Y., & Blengini, I. (2019). A macroeconomic perspective on Airbnb’s global presence. International Journal of Hospitality Management, 78, 47-49. [Google Scholar] [CrossRef]
  23. Hock, J., & Weismayer, C. (2020a). Enhancing Indicators for Measuring the Sharing Economy: A Conceptual Framework. Journal of Cleaner Production, 261, 121168.
  24. Hock, M., & Weismayer, C. (2020b). The Sharing Economy in Tourism: A Conceptual Framework. Annals of Tourism Research, 84, 102947.
  25. Jia, J., Yang, Y., Chen, J., & Xie, D. (2019). Analysis on the carbon emission of tourism industry in Hubei of China. In IOP Conference Series: Earth and Environmental Science(Vol. 267, No. 6, p. 062014). IOP Publishing. [Google Scholar] [CrossRef]
  26. Jones, C., & Williams, D. (2018). Microeconomic Factors and the Integration of the Sharing Economy into the National Economy. Journal of Economic Integration, 33(4), 521-536.
  27. Jones, P., & Williams, A. (2018). Regulation, Legitimacy, and Governance of the Sharing Economy: The Uber Experience. Journal of Business Ethics, 149(2), 407-432.
  28. Ordónez-de-Haro, J. M., & Torres, J. L. (2019). Sharing Economy in Macroeconomics: Collaborative Consumption and Durable Goods(No. 2019-01). [Google Scholar]
  29. Lithuanian Government. (2020). Decision No. 2020-19293 on the Approval of the National Progress Plan for 2021–2030. TAR, No. 19293.
  30. Mohlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of consumer behaviour14(3), 193-207. [Google Scholar] [CrossRef]
  31. Neirotti, P., Raguseo, E., & Paolucci, E. (2018). Mapping the antecedents of the sharing economy in tourism and hospitality. Journal of Travel & Tourism Marketing.
  32. Pesonen, J., & Sundstrom, M. (2018a). Developing a Framework for the Measurement of Sharing Economy: A Conceptual Overview. Scandinavian Journal of Hospitality and Tourism, 18(3), 287-303.
  33. Pesonen, J., & Sundstrom, M. (2018b). Social Media in Tourism Marketing: A Literature Review. Journal of Travel Research, 57(6), 687-707.
  34. Ranchordás, S. (2015). Does sharing mean caring? Regulating innovation in the sharing economy.  JL Sci. & Tech.16, 413. [Google Scholar]
  35. Singh, S., & Kundu, S. (2017). Web 2.0 and social media: Transformations in the tourism ecosystem. Journal of Hospitality and Tourism Technology.
  36. Smith, A., & Johnson, B. (2020a). Microeconomic Insights into the Development of the Sharing Economy in the Tourism Sector. Journal of Tourism Economics, 15(2), 123-137.
  37. Smith, A., & Johnson, B. (2020b). The Role of Service Quality and Pricing Policies in the Sharing Economy: Evidence from Airbnb. International Journal of Hospitality Management, 89, 102632.
  38. Statista Research Department (2024). Values of the global sharing economy in 2021 and 2023, with forecasts for 2027 and 2031.
  39. Sundararajan, A. (2017). The sharing economy: The end of employment and the rise of crowd-based capitalism. MIT press. [Google Scholar]
  40. Siuskaitė, D., Pilinkienė, V., & Žvirdauskas, D. (2019). The Comceptualization og the Sharing economy as business model (373 – 381). [CrossRef]
  41. Tussyadiah, I. P., & Pesonen, J. (2018). Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers. Current Issues in Tourism21(6), 703-720. [Google Scholar] [CrossRef]
  42. Wang, D., & Nicolau, J. L. (2017). Price determinants of sharing economy based accommodation rental: A study of listings from 33 cities on Airbnb. com. International Journal of Hospitality Management62, 120-131. [Google Scholar] [CrossRef]
  43. Xiang, Z., Magnini, V. P., Fesenmaier, D. R., & Werthner, H. (2017a). Sharing Economy and Accommodation: An Examination of Customer Satisfaction and Trust. International Journal of Contemporary Hospitality Management, 29(9), 2377-2397.
  44. Xiang, Z., Magnini, V. P., Fesenmaier, D. R., & Werthner, H. (2017b). Understanding and Managing Technology-Driven Platforms in Tourism: The Case of TripAdvisor Rentals. Journal of Travel Research, 56(3), 341-354.
  45. Zekanovic-Korona, L., & Grzunov, J. (2017). The role of regulation in the sharing economy. Ekonomska misao i praksa.
  46. Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of marketing research54(5), 687-705. [Google Scholar] [CrossRef]

View articles in other formats



Copyright (c) 2024 The Author(s).

Published by Sumy State University