Abstract Dr. Dianne Dredge: The sharing economy, also known as collaborative consumption, is emerging as a major driver of structural change in many sectors of the economy, and tourism is amongst the most vulnerable of sectors. Airbnb and Uber are the most visible companies leading the charge, but sharing economy start-ups are growing faster than any other component of the global economy. With a reportedglobal flow into peoples’ wallets of over US$3.5 billion in 2013 and expected to grow at 25% per year to 2035, the sharing economy has been has been hailed as a significant disruptive innovation. Others argue that threatens to gut a wide range of economic sectors, it winds backconsumer protection mechanisms, and it challenges hard-won labour rights. What is clear from these debates is that the sharing economy is complex and ambiguous. A lack of clarity about what the sharing economy entails is hampering the design and develop effective targeted responses. This presentation will examine the drivers of the sharing economy, and it will map out the sharing economy distinguishing between altruistic forms of sharing and new developments in what might be more accurately called the “platform economy”. Future challenges and broad policy responses will be discussed.

Abstract Dr. Szilvia Gyimóthy: The rapid growth of social media technologies, platforms and communities within the last decade has a significant impact on strategic market communications. As the boundaries between promotional communication and word-of-mouth become blurred, several scholars claim that we are on the verge of a communication paradigm shift. Customers and tourism organizations nowincreasingly co-produce information, knowledge and experiences on social media. However, these interaction opportunities are paved with challenges in terms of reduced control and delegation of responsibilities to customers.This presentation will shed light on the social world of virtual tourism communities and neotribes, and discuss particular the social dynamics, practices and valuesuniting their members. Based on empirical examples, perspectives and recommendations are offered how to involve virtual communities in value creation and collaborative communicative endeavours.

Abstract Dr. Mª del Pilar Leal: Tourism, as any other massive phenomenon has suffered a deep change tightly linked to social change, where internet and social media are playing an important role. New trends are appearing within the tourism/travel industry and leisure activity all over the world. In this open framework, the concept of a free tours where there is no set charge and tourists show their appreciation by leaving a tip to their tour guide is becoming increasingly popular across Europe and beyond.

Walking tours in cities result interesting for tourists because are an option for the different ways that people can travel and the kinds of experiences that they can have in the process. Therefore, the role played by tour guides as an interface between the host destination and its visitors is crucial for the tourism industry. They are very much responsible for the overall impression and satisfaction with the tour services offered by a destination. Free walking tours might fit in collaborative consumption definition since they might enhance the visitors' experience at a destination and their understanding of the destination and its culture in return of voluntary tips

Abstract Dr. Carl Henrik Marcussen:

This presentation (and paper) includes a discussion about how to define and delimit the term “collaborative economy” or “shared economy” – using Danish holiday cottages as an example.

The economic impact of “shared economy” accommodation (and transportation) services can only be assessed in a meaningful way if the field of study can be defined and delimited - even in an operational way. -- It is discussed what part of the usage of holiday cottages (in Denmark) should be included in the context of the relatively novel term “shared economy”. Also, the relative volumes and values of the usage segments “own usage”, “usage by friends and relatives”, and “commercial letting” are stated. Commercial letting can be traditional channels (cottage letting agencies) or direct letting from cottage owners to tourists. Both the former and the latter use the internet as a sales channel, at least partly. Tenants may be domestic or foreign users. So, with these several distinctions, which segments would it be fair to include under the label “shared economy”? Currently, high profiled “shared economy” websites plays a minor role as a distribution or booking channel for holiday cottages in Denmark, but the size of the “shared economy” in this sector totally depends on what is included or not.

Abstract Dr. Juan Franch The sharing economy, the use of the internet and apps to connect with consumers who are now becoming service providers is presenting major challenges and problems for legislators. In the tourism sector we are seeing new business models, implemented particularly in the areas of accommodation and transport, which are generating a significant volume of business. This creates a confrontation between traditional businesses and economies which a much slower legislative process will need to resolve. Unfair competition and the need for regulation and growth of the digital economy are the fundamental issues to be considered when initiating the legal analysis of the sharing economy. Because there is no doubt that the legislative framework for regulating Uber or Airbnb is inadequate. Countries are, however, taking a stance, sometimes putting limitations on these new models and on the promotion of the new economy.

Abstract Dr. Bel Llodrà Tourists and residents share tourist information on different web platforms. It has been proven that tourist information from the Web 2.0 is yet another source that influences the motivations for travelling to a tourist destination as well as the cognitive, affective and unique images of the destination. Tourist authorities no longer have a monopoly on the management of tourist information. On the other hand, they are also losing control of creating tourist products. No matter how many strict product and quality regulations there may be, web platforms are emerging that contribute to turning the residents themselves into the ones who create new tourist products, from accommodations to complementary products and services, in addition to the official products. One of the challenges is analysing whether the co-creation of tourist products has reached a critical mass or not, and how it can influence the image of a destination.