<abstract xmlns="http://www.w3.org/1999/xhtml">

<p><bold>Research purpose.</bold> Cultural heritage in movable or immovable form contributes with its tools to the creation of a coherent and inclusive society. The cultural direction of the society should be built on the basic principles of inclusion, equality, participation and availability with the help of marketing and marketing communication. The aim of the contribution is, on the basis of the data database of culture, which is implemented by institutions under the authority of the Ministry of Culture of the Slovak Republic, to determine the use and sustainability of non-periodical publications registered in libraries in the Slovak Republic, which should lead to the creation and maintenance of mutual understanding between them and the public with the ultimate goal of supporting knowledge the society's potential.</p>
<p><bold>Design / Methodology / Approach.</bold> The object of the research werw 1738 libraries of the Slovak Republic, using the statistics for period 2016-2020. We used eighteen fifferent indicators, such as „active library services users“, „library visitors“, etc.</p>
<p><bold>Findings.</bold> There is a strong statistical dependence based on the obtained results for the research questions and the multiple correlation dependence between the number of libraries and indicators such as the number of book units, the number of loans, and the number of visitors. Because of this, it was possible to outline new recommendations to support the sustainability and development of public libraries in the Slovak Republic.</p>
<p><bold>Originality / Value / Practical implications.</bold> Through the continuous generation of knowledge and data in this area, the research activity and results of this work could contribute to increased awareness of the importance of culture and the building of the society's good reputation. By developing a public relations communication tool, public administration institutions could significantly contribute to the development of knowledge potential not only in the Slovak Republic. This requires building relationship management and strengthening the communication of the investigated institutions towards the public with the intention of strengthening these ties.</p>
</abstract>

University of Sv. Cyril and Methodius in Trnava, Slovak University of Agriculture in Nitra

Bratislava University of Economic and Management

VSB -Technical University of Ostrava, Faculty of Civil Engineering

Use of Movable Cultural Heritage Through Libraries in Slovakia

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<p><bold>Research purpose</bold>. In today's business world and for over a hundred years, art events have been used to develop a brand, promote awareness, and increase the number of customers. Art is a useful tool for a company to promote and advertise its products. As some authors mentioned, arts can enhance the company's image: <bold>i</bold>n marketing and selling, art can brand a company's culture and products; arts can also act as a social connector in the workplace and beyond and in marketing, art can brand a company's culture and products, it helps to further community relations (Anderson, 2017). Companies can use not only art events to attract customers and diversify target audiences but also institutions such as zoos. Attracting visitors through art events is especially important for those zoos that cannot afford rare animal species or special spaces and landscapes. Nowadays, most cultural activities in zoos are done under the educational programs - educational activities provided by zoos not only concern animals, biodiversity and the environment but may have cross-academic roots, like arts, geography, theatre, engineering and technology, physical and mental health, even math (Zareva-Simeonova et al., 2014.) Social media development gives the zoos an excellent opportunity to make these activities visible and allows them to incorporate art, music, crafts, games, and storytelling into the zoo experience. Videos, artistic content and online read-alongs can draw kids and their families into the zoo community long before stepping foot into the zoo. (Softplay, 2023). The most active in attracting visitors with art and culture activities are USA zoos, from the usual placement of art objects in the zoo territory and celebration of various holidays to master classes with professional artists who teach visitors to draw animals and art residencies. This research aims to identify European best practice examples of zoos using art events that attract more local visitors and tourists and classify art events in zoos.</p>
<p><bold>Design / Methodology / Approach.</bold> Using the document analysis method, the home pages of different zoos worldwide were analysed. In antiquation, partly structured interviews with zoo representatives and artists were made.</p>
<p><bold>Findings.</bold> The results of the research will be presented at the conference.</p>
<p><bold>Originality / Value / Practical implications.</bold> The research summarises the experiences of different zoos in organising art events. It creates a typology of art events that can be used by representatives of different zoos when planning additional activities.</p>
</abstract>

Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos

<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Research purpose</h3>
<p>The Kehler Management System (KMS) is a tool for assessing quality in municipalities. Due to technological advancements, globalisation, greater market dynamics, changing values and demographic change, municipalities find themselves in a complex and dynamic field of tension. The diversity and complexity of these fields of activity and relationship structures continue to increase, making it difficult for municipalities to adapt their processes.</p>
<p>However, in the first stage, the focus of KMS was limited to the internal perspective of the municipal administration. This was coherent in terms of an initially necessary reduction of complexity, but in terms of a holistic view, this is insufficient. Following the successful introduction of the KMS for quality assessment in the internal structure of public administration, the concept is being expanded to include the external perspective of stakeholders. The question is: “How can the satisfaction of various stakeholder groups in the municipality be measured in a way that incurs significant participation and produces relevant results for the decision-makers in the municipality?”</p>
</sec>
<sec><h3>Design / Methodology / Approach</h3>
<p>The research design takes the form of a case study and focuses on the municipality of Ottersweier. The basis for developing the external perspective is determining the stakeholder groups interacting with a municipality. Six stakeholder groups are identified: Residents, local businesses, business partners of the administration, capital providers of the administration, civil society actors such as associations, clubs and interest groups, and corporations and institutions under public law, e.g. neighbouring municipalities. In analogy to the KMS's approach to the municipal administration's internal perspective, the first step is identifying impact factors grouped into success clusters. To assess the impact factors, questions relevant to the impact factors are developed. Questionnaires were developed and tested for the stakeholder group of residents, local businesses and clubs. All questionnaires were tested in the Ottersweier community.</p>
</sec>
<sec><h3>Findings:</h3><p>The survey brought about significant results that aligned with the staff's experience in the municipality. Local businesses indicated a "General Satisfaction" of 81%. They were especially satisfied with the work of the administration. The impact cluster is considered to be fulfilled. However, 18 companies indicated a willingness to relocate out of the municipality for other reasons.</p>
<p>The survey of the clubs showed a high level of satisfaction with the service quality of the municipality for this stakeholder group. The general satisfaction of the clubs was 98%.</p>
<p>The evaluation of the residents' views showed that the two impact clusters, "General satisfaction" and "Administration," were above the 80% hurdle. The results for the impact clusters "Municipal Policy" and "Supply and Infrastructure"were noteworthy. Both the survey of residents and local businesses obviously failed to meet the KMS target of 80% effectiveness for these two impact clusters. A closer examination of the detailed questions revealed that both stakeholder groups perceive the same areas as particularly deficient: communication and implementation of the municipal council's mission statement and public transport.</p>
</sec>
<sec><h3>Originality / Value / Practical implications</h3>
<p>In previous surveys of residents in various municipalities without using the KMS, the participation of residents was so low that only limited conclusions could be drawn about the quality of municipal services. Therefore, an attempt was made to keep the number of questions to residents as low as possible to increase the survey's acceptance. The response rate was significantly expanded concerning the number of residents compared to previous surveys.</p>
<p>Since two stakeholder groups perceived two areas as deficient independently of each other, "Municipal Policy" and "Supply and Infrastructure", the municipality of Ottersweier must conduct a weakness analysis in order to develop a plan for action to improve the services. Semi-structured, qualitative interviews with residents can be used for this analysis. Also, the motives for local businesses to consider relocation should be investigated in more detail.</p>
</sec>
</abstract>

The Kehler Management System<sup>®</sup>: Integration of External Stakeholders in the Quality Assessments of Municipal Administrations

<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Research Purpose:</h3> <p>One of the most recent global aims is to increase life expectancy since healthy people are seen as human capital that may boost the economy. The study investigates the role of governance in the globalisation-life expectancy nexus using 39 African countries between 1996 and 2019.</p>
</sec>
<sec><h3>Design/Methodology/Approach:</h3> <p>The study uses a Panel-Spatial Correlation Consistent augmented with the Least Square Dummy Variables (PSCC-LSDV) approach. The study uses a dynamic two-step system, the Generalised Method of Moments (GMM), as a robust model to solve the endogeneity problem.</p>
</sec>
<sec><h3>Findings</h3>
<p>The results from the PSCC-LSDV approach reveal that globalisation increases life expectancy in the selected African countries.The approach is more efficient since it can be used with cross-sectional dependent variables when other techniques like fixed and random effects methods may be ineffective. Likewise, the result from the GMM estimator is consistent with the PSCC-LSDV approach. The effect of globalisation on the life expectancy nexus without the inclusion of governance is positive. Meanwhile, the moderating (interactive) effect of governance on the relationship between globalisation and life expectancy is negative, indicating that globalisation and governance are substitutes for each other. This means that globalisation positively influences life expectancy, but the governance conditions in Africa weaken this positive effect.</p>
</sec>
<sec><h3>Originality/ Value/ Practical Implications</h3>
<p>Previous studies have shown that globalisation can have a negative, a positive or an insignificant effect on life expectancy in different countries. This discrepancy may arise from the use of different methods, different variables being measured, or different countries. None of these studies, to our knowledge, look at the moderating effect of governance on the globalisation-life expectancy nexus. Furthermore, unlike this study, most studies that look into the role of governance in the relationship between globalisation and life expectancy do not employ an aggregate index. The moderating role of governance from the two approaches confirms that governance interacts with globalisation to weaken the positive impact of globalisation on life expectancy. Put differently, the existence of poor governance in the African region drains the positive effect of globalisation on life expectancy in Africa. However, we expect life expectancy in African countries to improve in the face of good governance.</p>
</sec>
</abstract>

The Moderating Role of Governance in the Globalisation-Life Expectancy Nexus: Implications for Socioeconomic Development

<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec><h3>Research Purpose</h3>
<p>This study investigates the dynamics of Artificial Intelligence (AI) in e-business, particularly from the perspective of consumers in North Macedonia. The research aims to identify and evaluate the benefits and challenges of AI integration in e-business, explore the ethical concerns related to AI decision-making, and understand the impact of AI on consumer behaviour and preferences.</p>
</sec>
<sec><h3>Design/Methodology/Approach</h3>
<p>The research adopts a mixed-methods approach, integrating qualitative and quantitative analyses. Primary data was collected via a structured questionnaire distributed among various demographic groups to gauge the level of awareness and experiences with AI in e-business. A range of statistical tests, including ANOVA and correlation tests, were employed to assess the significance of the data collected and to test a set of hypotheses concerning consumer perceptions and experiences of AI.</p>
</sec>
<sec><h3>Findings</h3>
<p>The results reveal that demographic factors such as age, status, education, and occupation do not significantly impact the level of understanding, awareness, or experiences with AI among Macedonian consumers. Participants exhibited a level of high awareness of the importance of AI in e-business and rated their shopping experiences with AI more positively than traditional methods. Trust and reliability in AI did not significantly differ across demographic lines. The findings of this study have significant policy implications, especially in guiding the ethical and responsible integration of AI in e-business. They suggest a need for policies emphasising consumer data protection and privacy, given the heightened awareness and concern among consumers regarding using their personal information. Furthermore, the results advocate for the development of regulatory frameworks that ensure transparency and fairness in AI algorithms, addressing potential biases that could negatively impact consumer trust.</p>
</sec>
<sec><h3>Originality/Value/Practical Implications</h3>
<p>This research contributes novel insights into the Macedonian consumer market’s perception of AI in e-business, a topic scarcely covered in existing literature. The findings underscore the necessity for businesses to adopt AI responsibly and ethically, highlighting the importance of prioritising fairness, privacy, and transparency to leverage AI’s full potential in e-business. This study stands out in its exploration of AI in e-business from the consumer perspective in North Macedonia, a context not extensively covered in existing literature. The originality of our research lies in its focus on a comprehensive range of consumer-centric factors, including awareness, experiences, ethical concerns, and behaviour related to AI in e-business.</p>
</sec>
</abstract>

Ss. Cyril and Methodius University in Skopje

Understanding the Consumer Dynamics of AI in North Macedonian E-Business

<abstract xmlns="http://www.w3.org/1999/xhtml">

<p><bold>Research purpose.</bold> COVID-19 has a huge impact on the life-style in modern society, including the switching to online studies and remote work. The majority of the studies view the consequences as negative, while at the same time the pandemic have enhanced some positive changes. The goal of the research is to find out, how the time spent online and the content consumed online are changed due to pandemic as well as to determine what cultural content young people are consuming online.</p>
<p><bold>Design / Methodology / Approach.</bold> To achieve the research purpose author conducted a survey, using own developed instrument – questionnaire. In total, 1029 respondents participated and 934 questionnaires were valid. The survey was conducted in December 2020 using snowball sampling. The developed questionnaire contained 14 questions were grouped into 2 sections: A) Questions about consumption on cultural content online before and during the pandemic and B) Respondent profile.</p>
<p><bold>Findings</bold>. Totally the number of hours young people are spending online in post-pandemic period increased because of COVID, but most fastest growth is by those who spent more than 8 hours (from 15 to 100 persons). 53,2% from all respondents are spending about ¼ of all time online consuming cultural content, and 23,2% are not consummating cultural content online at all. 3 main significant reasons why the youth is spending time online are: it is easy and fast (77%); the digital environment is always along in the phone (77%); in the digital environment it is possible to communicate with friends (65%). Spending time online most respondents are consuming informative content, including news and blogs (64%) and the content related to hobbies or leisure (60%), but the cultural content was ranked with just 26%. The most used digital cultural content is movie watching (30,5%), seminars and courses about culture (18,6%), conferences dedicated to culture topics (17,1%), tours in world museums (16,3%) and study books (15,9%). Further, gender, like gender, can not be considered both a significant factor and a predictor of digital consumption. Unlike the two, occupation and place of living are predictors for share of online cultural consumption: occupation appeared to be a moderating factor for digital consumption of cultural content, which make Latvian findings different from what appears in literature.</p>
<p><bold>Originality / Value / Practical implications.</bold> The results of the research are representing changes in online consumption of culture goods and services caused by COVID-19. As the target group of this survey are youth from 18 to 25 years old, they can be used by evaluating potential and planning of culture goods and services online for this target group. It because evident, that some of the post-pandemic cultural consumption trends appeared as the impact of pandemic, enhancing cultural consumption growth in certain areas, involving more youngsters to cultural consumption compared to pre-pandemic period.</p>
</abstract>

Consumption of Cultural Content in the Digital Environment in the Post-Pandemic Latvia

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Economics and Culture

Volume 20 (2023): Issue 2 (December 2023)

Use of Movable Cultural Heritage Through Libraries in Slovakia

Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos

The Kehler Management System^®: Integration of External Stakeholders in the Quality Assessments of Municipal Administrations

The Moderating Role of Governance in the Globalisation-Life Expectancy Nexus: Implications for Socioeconomic Development

Understanding the Consumer Dynamics of AI in North Macedonian E-Business

Consumption of Cultural Content in the Digital Environment in the Post-Pandemic Latvia

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Economics and Culture

Volume 20 (2023): Issue 2 (December 2023)

Use of Movable Cultural Heritage Through Libraries in Slovakia

Incorporating Art Events Into Marketing Activities - Good Practice By European Zoos

The Kehler Management System®: Integration of External Stakeholders in the Quality Assessments of Municipal Administrations

The Moderating Role of Governance in the Globalisation-Life Expectancy Nexus: Implications for Socioeconomic Development

Understanding the Consumer Dynamics of AI in North Macedonian E-Business

Consumption of Cultural Content in the Digital Environment in the Post-Pandemic Latvia

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The Kehler Management System^®: Integration of External Stakeholders in the Quality Assessments of Municipal Administrations