06 Príspevky v zborníkoch

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The impact of market concentration on the cost efficiency of public service contracting and selection of service producer in the context of Slovak municipalities
(Mendelova univerzita v Brně, 2026) Murínová, Kristína
Contracting of municipal public services in a historical context was expected to bring cost savings and improvements in service quality. However, recent research questions this assumption and highlights the need to examine factors that may influence the outcomes of contracting–whether in terms of cost efficiency or service quality. The aim of this paper is to explore the impact of market concentration, as one of these factors, on the cost efficiency of contracting and on municipalities' preferences when selecting a producer for the service of municipal waste collection and disposal. Based on primary research carried out among Slovak municipalities, the findings indicate that the market for the selected service is highly concentrated. The relationship between market concentration and contracting price could not be confirmed. When examining changes in municipalities' preferences in relation to market concentration during the selection of a service producer, we observed that most municipalities chose their producers based on the lowest price of their offer, regardless of the market concentration. Since this is one of the few studies addressing this relationship, it contributes to the development of the theory of contracting public services not only in the Slovak Republic but also internationally.
Spending versus saving: COVID-19 crisis through the lens of consumers
(Association of Economists and Managers of the Balkans : Belehrad, 2025) Veselovská, Lenka; Zimermanová, Katarína
The COVID-19 pandemic showed that people significantly alter their consumer behavior during adverse events, with serious implications for their tendencies to create savings. A survey was conducted on a sample of 1172 Slovak consumers to collect data on consumers’ experiences during various years of the pandemic. The findings of this research study show that the majority of consumers decreased their savings. This trend was observed especially in younger generations of consumers. The dependence between savings creation and fear of job loss was proven as medium. It was also discovered that older generations of consumers were spending more on daily consumption goods, especially in 2021. The finding that younger consumers spend less and buy fewer products could be an indication of a major turn towards sustainable consumption that will have positive implications on societies and the environment.
Towards a solver-free best-worst method
(Ostravská univerzita v Ostravě, 2026) Špirková, Jana
Pasportizácia infraštruktúry cestovného ruchu a fyzické limitné kapacity cestovného ruchu vo Vysokých Tatrách
(Prešovská univerzita v Prešove, 2025) Marciš, Matúš; Gajdošíková, Zuzana; Gajdošík, Tomáš
Cieľom príspevku je na základe výsledkov digitálnej pasportizácie infraštruktúry cestovného ruchu preskúmať fyzické limitné kapacity v cieľovom mieste Vysoké Tatry. Pasportizácia bola vykonaná na základe sekundárnych údajov z online systémov rezervovania, sociálnych sietí a vyhľadávačov. Obsahom pasportizácie boli informácie o názve, type, kapacite zariadenia, vlastníkovi, resp. prevádzkovateľovi zariadenia, stave, sezónnosti a adrese. Sekundárne údaje boli následne doplnené o terénny primárny prieskum v cieľovom mieste. Fyzické limitné kapacity boli posúdené na základe údajov z pasportizácie a sekundárnych údajov z oficiálnej štatistiky ubytovacích zariadení. Z výsledkov vyplýva, že v meste Vysoké Tatry aktívne pôsobí viac ako 170 ubytovacích zariadení, ktoré disponujú kapacitou 7 000 lôžok. Najviac lôžok pripadá na hotely, pritom najväčšie zastúpenie z ubytovacích zariadení majú apartmánové zariadenia. Ďalšie zariadenia a kapacity sa nachádzajú v okolí Štrbského plesa a okolitých obciach, čo dopĺňa ponuku zariadení a kapacít mesta Vysoké Tatry. Fyzické limitné kapacity poukazujú na to, že hustota ubytovacích zariadení meraná počtom lôžok na 100 km2, je nad odporúčanými hodnotami. Z hľadiska využívania ubytovacích zariadení, priemerné využitie lôžkovej kapacity v hlavnej letnej sezóne nedosahuje 60 %. Zároveň, celoročné využívanie lôžok je približne tretinové. Príspevok poukazuje na opodstatnenosť využitia pasportizácie pre potreby posúdenia fyzických limitných kapacít, čo môže pomôcť cieľovým miestam v plánovaní rozvoja cestovného ruchu, projektovaní infraštruktúry a v manažmente návštevníkov v súlade s princípmi udržateľného rozvoja.
Digitálna transformácia v hotelierstve: výzvy a príležitosti pre riadenie hotelov
(Prešovská univerzita v Prešove, 2025) Ferancová, Adriana; Šebová, Ľubica; Chovanová, Klára
Cieľom príspevku je zhodnotiť proces digitálnej transformácie v hotelierstve a identifikovať jej hlavné výzvy a príležitosti pre efektívne riadenie hotelov. Príspevok sa zameriava na skúmanie, ako digitálne technológie menia tradičné hotelové procesy, napomáhajú pri zvyšovaní kvality služieb a ovplyvňujú spokojnosť hostí. Empirická časť práce vychádza z kvalitatívneho prieskumu s manažérmi dvoch hotelov, ktoré implementovali rôzne digitálne nástroje. Získané výsledky ukazujú, že digitalizácia prispieva k vyššej efektívnosti a personalizácii služieb, no jej implementácia naráža na limity technologickej pripravenosti a školenia personálu. Manažéri zdôraznili potrebu kontinuálneho vzdelávania zamestnancov a posilnenia kybernetickej bezpečnosti. Digitalizácia hotelového prostredia nie je len technologickou, ale aj strategickou a kultúrnou zmenou v riadení hotelov. The aim of the paper is to evaluate the process of digital transformation in the hospitality industry and to identify its main challenges and opportunities for effective hotel management. The paper focuses on examining how digital technologies are reshaping traditional hotel processes, supporting the improvement of service quality, and influencing guest satisfaction. The empirical part of the study is based on a qualitative survey conducted with managers of two hotels that have implemented various digital tools. The findings show that digitalization contributes to higher operational efficiency and service personalization; however, its implementation is limited by the level of technological readiness and staff training. The managers emphasized the need for continuous employee education and the strengthening of cybersecurity. The digitalization of the hotel environment represents not only a technological but also a strategic and cultural transformation in hotel management.
Green public procurement: Are Slovak firms ready?
(ReSocEM : Valencia, 2025) Murray Svidroňová, Mária; Nemec, Juraj; Žigová, Nikola
This paper deals with the issue of green public procurement as a modern and optional tool of environmental policy. Given that public procurement accounts for 13% to 20% of global GDP, it is not surprising that nations are now seeking methods to use public procurement procedures not only as an efficient public purchasing tool but also as a tool for sustainable development and a catalyst for innovation in both the public and private sectors (Lember et al., 2014, Zipperer, 2019). Alkadry et al. (2019) pointed out that by integrating social, economic, and environmental considerations into its procedures, sustainable public procurement can be a crucial instrument for accomplishing the overall sustainability of human development. One particular element of sustainable public procurement is green public procurement (Brammer and Walker, 2011; Grandia et al., 2020). Dimand et al (2023) stated that green public procurement (GPP) is specific in the sense that more than 40% of the total carbon footprint of organizations is associated with procurement, which shows that green procurement practices are a crucial factor in responding to climate change and other environmental challenges.
Employment or business: What Slovak young adults prefer as their future career?
(ReSocEM : Valencia, 2025) Murray Svidroňová, Mária; Kubák, Matúš
No preference can be precisely quantified when assessing young people's ideas about their future lives. Moreover, self-reported survey data may not fully capture the complexity of decision-making processes. In such situations, it is difficult to create a test that measures preference based on an action. To circumvent this problem, the knowledge of behavioral economics can be used. Behavioral economics focuses on individuals with limited rationality, revealing what really influences their decisions and actions. Behavioral science suggests that people are more humane and less homo economicus and thus that their decision-making is also influenced by emotions and intuition (Persky, 1995; Sunstein et al., 1998; Kahneman, 2003; Thaler, 2017; Grimmelikhuijsen, 2017). A person's decision-making is influenced by two systems of thinking, according to which he evaluates the situations in which he finds himself (Cole et al., 2025). In psychology, they are named as System 1 and System 2. Thaler and Sunstein (2009) assigned key characteristics to these systems, for the sake of this paper, the System 1 is relevant. System 1 is a fast thinking system - an automatic system. A person makes decisions based on experience, is quick and instinctive, follows innate skills.
Sustainability in influencer marketing - a bibliometric and content analysis
(Univerzita sv. Cyrila a Metoda v Trnave, 2025) Bartošová, Simona
Social media has become an essential platform for shaping consumer attitudes and influencing purchasing behaviour, with influencers playing a key role in promoting environmentally sustainable products and lifestyles. Utilising social media for marketing communication is now a widespread trend. The paper presents a bibliometric and content analysis of the academic literature on influencer marketing. The objective of this paper is to analyse the development and current state of research on influencer marketing, with particular attention to its connection with sustainability. The research and data collection process took place in October 2025. Drawing on data from the Scopus database and complementary open-access sources published between 2016 and 2025, the study maps key research directions, dominant themes, and underexplored areas. Using VOS viewer software, six thematic clusters were identified, highlighting the multidisciplinary nature of influencer marketing research that spans marketing, communication, psychology, and public health. Despite growing attention to ethical and environmental aspects, the findings reveal that sustainability is not yet a distinct or dominant topic within this field. Only a limited number of studies explicitly address sustainable influencer marketing or eco-influencers. This finding highlights a significant research gap and underscores the need for deeper exploration of how influencers can contribute to promoting sustainable lifestyles and responsible consumer choices. The paper concludes by outlining the main limitations of existing studies and suggesting directions for future research.
Reflexia neplatenej práce v domácnostiach v pred a post covidovom období
(Vysoká škola ekonomická v Praze, 2025) Martinkovičová, Miriam; Slivka Bedlovičová, Jana
Výskumy neplatenej práce v domácnostiach sa zameriavajú na rôzne kontexty jej výskytu, analyzujú ekonomické a neekonomické determinanty, kultúrno-historické pozadie, rodovú podmienenosť, vzájomné presahy rodinného a pracovného prostredia, využívanie flexibilných foriem práce, nerovnosti v odmeňovaní či ovplyvňovanie kariérnej orientácie predovšetkým u žien. Nové dimenzie do skúmania tejto problematiky vniesla pandémia Covid-19, postcovidová éra ale tiež nové prístupy k neplatenej práci, ktorá nezohľadňujú len rodové hľadisko. V poslednom období sa objavujú štúdie, ktoré zameriavajú svoju pozornosť na konkrétne formy neplatenej práce v zmysle využívania psychických a duševných dispozícií jej vykonávateľov. Experti hovoria o kognitívnej, duševnej a emocionálnej neplatenej práci, aplikujú manažérske prístupy pri jej vykonávaní. Článok ponúka komparáciu rozsahu, foriem a postojov k neplatenej práci pred pandémiou Covid-19 a v postcovidovej ére, prezentuje najnovšie trendy jej skúmania a vplyv tohto fenoménu na kvalitu rodinného života a manažment domácností.
Vybrané teoretické prístupy manažmentu domácnosti vo vzťahu k neplatenej práci
(Vysoká škola ekonomická v Praze, 2025) Kollár, Ján
Domácnosť je priestor v ktorom sa každodenne realizuje množstvo rozhodnutí najrozmanitejšieho charakteru. Môže ísť o rozhodnutia jednorazové, alebo pravidelne sa opakujúce. Rozhodnutia môžu byť spojené s finančne náročnejšími výdavkami, alebo si vyžadujú premyslenú koordináciu členov domácnosti, pričom je možné predpokladať, že v tomto prípade domácnosti precíznejšie zvažujú svoju voľbu a postup. S ohľadom na obmedzené zdroje domácnosti (ľudské, časové, finančné, energetické a iné) si myslíme, že domácnosť je manažovaná resp. zabezpečovanie a organizovanie viacerých činností v nej si vyžaduje využívať minimálne niektoré súčasti manažmentu. Súčasná postpandemická situácia, ktorej sú domácnosti vystavené môže ešte viac vyvolávať resp. vyostrovať potrebu využívať manažment v rámci jej fungovania. Cieľom príspevku je využitím vybraných teoretických prístupov k manažmentu domácnosti, syntetizovanie prehľadu literatúry k problematike a zároveň nachádzanie prieniku jeho využitia vo vzťahu k skúmaniu manažmentu neplatenej práce.
Čas dochádzania do a zo zamestnania ako determinant subjektívneho well-beingu zamestnaných osôb
(Vysoká škola ekonomická v Praze, 2025) Mazúrová, Barbora; Kollár, Ján; Chrančoková, Martina
Príspevok sa zaoberá vplyvom dochádzania do a zo zamestnania na subjektívny well-being (SWB) zamestnancov na Slovensku. Dochádzanie je každodennou realitou väčšiny pracujúcich, a to aj v postcovidovom období. Zámerom príspevku je kvantifikovať dĺžku času stráveného dochádzaním do a zo zamestnania a analyzovať jej vplyv na SWB nami skúmaných dochádzajúcich zamestnaných osôb na Slovensku. Na základe prieskumu, ktorý zahŕňal viac ako 1 000 respondentov, sme zistili, že priemerný čas dochádzania na Slovensku je 3,87 hodiny týždenne. Výsledky naznačujú, že dlhšie dochádzanie negatívne ovplyvňuje subjektívnu spokojnosť respondentov, pričom dĺžka dochádzania má štatisticky významný vplyv na ich SWB. Najviac negatívny vplyv má dochádzanie v trvaní od 4 do 6 hodín týždenne. Je ale potrebné zvážiť aj ďalšie súvislosti ako je spôsob dochádzania, kvalita technickej infraštruktúry, frekvencia verejnej dopravy a kvalita týchto služieb atď. S ohľadom na spôsob dochádzania je možné predpokladať, že v niektorých prípadoch čas dochádzania nemusí byť „stratený“, ale môže byť využívaný produktívne. Aj z tohto hľadiska je vnímanie času dochádzania veľmi subjektívne a jeho vplyv na SWB si zaslúži širšie skúmanie. Získané výsledky môžu mať významné implikácie pre tvorbu verejných politík a firemnú prax, najmä pri hľadaní spôsobov, ako zlepšiť pracovnú mobilitu a podporiť rovnováhu medzi pracovným a súkromným životom.
Barriers to unpaid work: Conceptual frameworks of Slovak households
(Evropská výzkumná univerzita : Ostrava, 2025) Kollár, Ján; Mazúrová, Barbora; Kováčiková, Vanesa
Despite technological progress and the growing availability of digital solutions that could potentially streamline the management and execution of unpaid work, many of these tasks continue to represent a significant temporal and psychological burden. This article aims to identify the forms of unpaid work currently carried out in Slovak households and to explore the barriers that hinder their completion. Based on primary data from an ongoing survey with over 400 respondents, the paper highlights time poverty, paid employment, and stress as key obstacles to performing domestic tasks. Our findings are consistent with international research that conceptualizes time poverty as a multidimensional and systemic social issue. The article also emphasizes the need to support flexible working arrangements and a fairer distribution of household labor, combined with public policy measures that do not underestimate the importance of mental health.
Non-financial reporting as a current challenge of marketing communication
(Univerzita sv. Cyrila a Metoda v Trnave, 2025) Hroncová Vicianová, Jana; Beresecká, Janka; Gundová, Petra; Hronec, Štefan
The increasing number of annual reports on sustainability in business is currently caused by the increasing control of the social and environmental behavior of companies by interested groups, but also by the growing tendency of legislative obligations in this area. For this reason, the reports in question become an important tool for building a positive corporate image and good relations with the public. The presented article analyzes annual reports declaring corporate social responsibility, taking into account the specifics of environmental, social and management criteria, and assesses current trends in non-financial reporting in the context of marketing communication. Communication through annual reports and the selection of information also entails the risk of “greenwashing”, which can negatively influence public opinion. For this reason, not only investors, but also other interested groups require high-quality and transparent disclosure of information not only about financial performance, but also about the social and environmental impact of business.
Consumer behavior and values of Generation Z under the influence of "greenfluence"
(Univerzita sv. Cyrila a Metoda v Trnave, 2025) Musová, Zdenka; Gundová, Petra; Smutný, Filip
Currently, influencer marketing plays a significant role in communicating various social issues, including environmental topics. Collaborating with some types of relevant influencers can be an effective way for businesses to spread environmental awareness while also motivating the public to adopt more socially responsible behavior. The aim of this paper is to analyze the impact of greenfluencers on the consumer behavior and values of Generation Z, based on the results of a questionnaire survey. A questionnaire survey is considered as the most appropriate data collection technique, because it allows for quick data collection and processing. Generation Z is considered the most environmentally conscious generation to date, and our primary research, conducted through a questionnaire survey, revealed that greenfluencer marketing has a positive impact on changing consumer mindset, but only to a certain extent. The results of research confirmed that collaboration with influencers can be an effective way to ensure the dissemination of environmental awareness and can also motivate consumers toward more socially responsible behavior. The responses from the questionnaire survey respondents indicated that authenticity is a key factor that increases trust among Generation Z respondents. The findings point to the fact that greenfluencer marketing has a significant impact on consumer purchasing behavior of Generation Z, especially in the case of ecological products. Respondents state that observing greenfluencers motivates them to make behavioral changes, such as switching to sustainable products, composting, or reducing fast fashion consumption.
Unpacking cybersecurity in financial research: a systematic mapping approach
(Association of Economists and Managers of the Balkans - UdEkoM Balkan : Belgrade, 2025) Šafár, Leoš; Mešťan, Michal; Sopko, Jakub
This study presents a comprehensive bibliometric and content analysis of cybersecurity research in financial institutions covering the period from 2000 to 2025. By applying the PRISMA (Pre- ferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology, we systematically identified and screened 2,005 peer-reviewed articles indexed in the Web of Science Core Collection. The review focuses on cybersecurity within the financial system, particularly in the banking and insur- ance sectors, and maps research trends, innovation gaps, and thematic evolutions in this domain. The- matic analysis on the basis of keyword co-occurrence identified three distinct clusters. The first cluster focuses on cybersecurity and artificial intelligence, including keywords such as cybersecurity, phishing, malware, and machine learning, highlighting AI-driven threat detection and digital defense mecha- nisms. The second cluster focuses on institutional risk management and information security, empha- sizing governance, authentication, and systemic controls within financial institutions. The third cluster involves emerging digital technologies, such as blockchain, cloud computing, and FinTech, underscor- ing the technological innovations that shape financial services and data protection frameworks. Despite growing research output and increasing attention to cyber risk from both academic and regulatory per- spectives, the field remains fragmented, with limited empirical evaluation of cybersecurity investment effectiveness. By combining PRISMA guidelines with bibliometric mapping, this study offers a struc- tured and interdisciplinary overview of cybersecurity research in financial institutions. It highlights key research frontiers and calls for deeper empirical inquiry, particularly on systemic financial risk, cross-sec- tor governance, and cybersecurity policy design.
Obnova historických sídiel v kontexte revitalizácie Lužického hnedouhoľného revíru
(Mesto Bardejov, 2025) Krešáková, Viera
Článok sa zaoberá obnovou historických sídiel v regióne Lužice, ktorý prechádza rozsiahlym procesom transformácie po ukončení ťažby hnedého uhlia. Na príklade Záhradného mesta Marga – prvého plánovaného robotníckeho sídla v Nemecku – a historických areálov Branitz a Bad Muskau, revitalizovaných v rámci projektu IBA Fürst Pückler Land, analyzuje možnosti prepojenia ochrany kultúrneho dedičstva s ekologickou obnovou krajiny. Príspevok poukazuje na význam zachovania historickej identity územia v kontexte postindustriálnej regenerácie a prezentuje príklady dobrej praxe, ktoré môžu byť čiastočnou inšpiráciou pre revitalizáciu Hornonitrianskeho hnedouhoľného revíru po ukončení ťažby uhlia. Dôraz sa kladie na integráciu prírodných prvkov do urbanizovaného prostredia a na participatívne plánovanie ako nástroj udržateľného rozvoja.
Indebtedness and over-indebtedness of households in Slovakia and EU, its determinants and consequences
(Libuše Macáková, MELANDRIUM : Slaný, 2025) Ľapinová, Erika
The issue of household indebtedness in Slovakia and Europe is highly topical. In our paper, we will pay attention to this phenomenon and distinguish between indebtedness and over-indebtedness. Private household debt has macroeconomic, microeconomic, and non-economic impacts (especially social and psychological). In the theoretical part, we will also emphasize the causal and consequential relationships of this issue. In the analytical part of the article, using available data from Eurostat and the ECB, we will describe the scope and level of indebtedness of private households in Slovakia compared to European countries and the development trends in this area. We will point out the problems and risks that the current state of indebtedness and its dynamics can cause, and we will indicate solutions to achieve changes in a positive sense: free debt counseling, financial education for both children and adults, the role of supervision over debt providers, and the financial market (in Slovakia realized by the National Bank of Slovakia).
Transaction costs in contracting out a public service - case of municipal waste in Slovakia
(NISPAcee Press : Bratislava, 2025) Murínová, Kristína; Mikušová Meričková, Beáta
Is it possible to implement a participatory governance in biosphere reserves in Slovakia?
(NISPAcee Press : Bratislava, 2025) Vitálišová, Katarína; Vavrúšová, Mária; Vaňová, Anna; Rojíková, Darina; Piscová, Veronika
In times of climate crisis, the importance of biosphere reserve as a model territory of sustainable spatial development is increasing. Even the concept of biosphere reserve was developed by UNESCO in 1970 as a part of scientific programme Man and Biosphere, the current global problems emphasize the necessity to follow their principles containing support of biodiversity, conservation, sustainable development, capacity building for research, education and learning at regional scales in practice. Moreover, both research and management of biosphere reserve need to be people-centred and directly linked to policy formulation. Various empirical studies confirm that the stakeholder participation and active civic engagement in the management of biosphere reserves has many positive effects, particularly in terms of strengthening and developing social capital, increasing efficiency in the promotion and implementation of decisions in which stakeholders have participated, increasing accuracy in the use of a diversified knowledge base, strengthening co-management, or strengthening stakeholder accountability to the territory in the process of its management and conservation. The aim of paper is to evaluate the application of participatory governance in Slovak biosphere reserves in comparison with the guidelines of UNESCO as well as theoretical framework and identify its weaknesses and strengths. In the paper, we research the current state of participatory governance of 4 biosphere reserves in Slovakia based on the secondary data from the official reports and websites of biosphere reserves as well as interviews conducted with the managers of biosphere reserves. They will be compared with the recommendations defined by Technical guidelines of UNESCO for biosphere reserves. The results include an identification of problem areas in implementation and subsequently, the proposals how to solve them with considering examples of good practice.
HR digitisation before and during COVID-19 in Visegrad group countries
(Uniwersytet Szczeciński : Szczecin, 2025) Misiak-Kwit, Sandra; Smerek, Lukáš; Szabó-Szentgróti, Gábor; Marková, Helena
Purpose: This paper aims to provide new insights into the digitisation of human resources in the Visegrad Group. The authors examined the evaluation of HR digitisation before and during the COVID-19 pandemic. Need for the study: The digitisation of human resource management in the Visegrad Group countries is an emerging phenomenon that influences how organisations in these regions manage their human resources. Methodology: The survey included the following sample sizes: 500 respondents in Poland, 832 respondents in the Czech Republic, 384 respondents in Slovakia, and 377 respondents in Hungary. The Shapiro-Wilk normality test, F-test for equal variance, and paired t-test were utilised for the investigation. Additionally, the authors conducted a one-way ANOVA to compare the mean digitisation scores among Visegrad Group countries before and during COVID-19. Findings: The data presented in the paper show that HR digitisation is consistently ranked as one of the less challenging HR activities in the Visegrad Group countries, both before and during the COVID-19 pandemic. The results indicate that while country-specific differences in HR digitisation challenges were significant both before and during COVID-19, the pandemic exacerbated these differences. Hungary consistently faced the greatest challenges, while Poland encountered the fewest. The pandemic heightened the overall difficulty of HR digitisation, as evidenced by higher mean scores and greater variability. Practical Implications: The paper emphasises the urgent need for targeted strategies to promote digital transformation, especially in countries facing significant challenges, during crises and beyond.

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