6
A. Lubowiecki-Vikuk et al.
The authors quoted believe that the urban leisure formats mentioned have an
impact on the space and disturb the existing urban landscape (or in fact its parts) to a
lesser degree than previous urban leisure formats. The activities are usually organized
locally and are community-led or owned (by neighborhood associations, social movements in the city or local entrepreneurs and activists) with the participation, commissioning or permission from local government agencies, and they make use of public
space. This pioneering concept may be an antidote to the aforementioned problems
of increasing social isolation (Lubowiecki-Vikuk 2011; Malchrowicz-Mo´ sko and
Lubowiecki-Vikuk 2020), since (in simple terms) its ultimate value lies in socializing
through leisure.
The concept of sharing economy is in line with the idea of a smart city and,
more precisely, of city living. Sharing surpluses shows not only concern for the
environment, but also for the community (Dąbrowska and Jano´ s-Kresło 2018). In the
market for leisure services, the practices of couch surfing, car sharing or the exchange
of clothes and sports equipment are becoming increasingly popular. Among tourists,
the experience and values related to eating local food are gaining importance.
At the end of this part of the study we would like to discuss consumer behaviors in
the market of leisure services. Although public participation in physical activity is not
satisfactory, the number of new members of fitness clubs is increasing. A report by
Deloitte shows that at the end of 2018, there were over 62,000 fitness clubs (premium,
low cost, low-budget or mid-market) in European countries, which were attended by
62.2 million customers (Rutgers et al. 2019). The total revenue from this business
was estimated at EUR 27.2 billion. At the same time, the global market value of one
of the segments of the wellness industry, i.e. ‘fitness and exercise for body and soul’
amounted to more than EUR 543 billion in 2017 and had increased by 52.5% in
comparison to 2010 (Lubowiecki-Vikuk 2018). Thus, according to Cotte and Trudel
(2009), consumers who are environmentally conscious and involved in social issues
buy goods and services much more often from socially responsible companies, but
do not necessarily accept a higher price (average premium for socially conscious
products and services is 10%). The consumers’ values are among the important
factors influencing their socially responsible choices, but there are also other factors,
such as prompting consumers, making their purchasing decisions visible, and making
them feel like their purchases will make a difference, which may be more important
than having the right sustainability attributes in the products and services (Cotte and
Trudel 2009). It can be assumed that the situation in the leisure services market may
be similar, although targeted and necessary research may be needed to validate this
assumption.
3 Leisure in the Perspective of Business Responsibility
‘The Johannesburg Declaration on Sustainable Development’ UN (2002) gives
support to the triple support pillar of sustainable development that is the protection
of the environment and economic and social development. Furthermore, Alvarado
A. Lubowiecki-Vikuk et al.
The authors quoted believe that the urban leisure formats mentioned have an
impact on the space and disturb the existing urban landscape (or in fact its parts) to a
lesser degree than previous urban leisure formats. The activities are usually organized
locally and are community-led or owned (by neighborhood associations, social movements in the city or local entrepreneurs and activists) with the participation, commissioning or permission from local government agencies, and they make use of public
space. This pioneering concept may be an antidote to the aforementioned problems
of increasing social isolation (Lubowiecki-Vikuk 2011; Malchrowicz-Mo´ sko and
Lubowiecki-Vikuk 2020), since (in simple terms) its ultimate value lies in socializing
through leisure.
The concept of sharing economy is in line with the idea of a smart city and,
more precisely, of city living. Sharing surpluses shows not only concern for the
environment, but also for the community (Dąbrowska and Jano´ s-Kresło 2018). In the
market for leisure services, the practices of couch surfing, car sharing or the exchange
of clothes and sports equipment are becoming increasingly popular. Among tourists,
the experience and values related to eating local food are gaining importance.
At the end of this part of the study we would like to discuss consumer behaviors in
the market of leisure services. Although public participation in physical activity is not
satisfactory, the number of new members of fitness clubs is increasing. A report by
Deloitte shows that at the end of 2018, there were over 62,000 fitness clubs (premium,
low cost, low-budget or mid-market) in European countries, which were attended by
62.2 million customers (Rutgers et al. 2019). The total revenue from this business
was estimated at EUR 27.2 billion. At the same time, the global market value of one
of the segments of the wellness industry, i.e. ‘fitness and exercise for body and soul’
amounted to more than EUR 543 billion in 2017 and had increased by 52.5% in
comparison to 2010 (Lubowiecki-Vikuk 2018). Thus, according to Cotte and Trudel
(2009), consumers who are environmentally conscious and involved in social issues
buy goods and services much more often from socially responsible companies, but
do not necessarily accept a higher price (average premium for socially conscious
products and services is 10%). The consumers’ values are among the important
factors influencing their socially responsible choices, but there are also other factors,
such as prompting consumers, making their purchasing decisions visible, and making
them feel like their purchases will make a difference, which may be more important
than having the right sustainability attributes in the products and services (Cotte and
Trudel 2009). It can be assumed that the situation in the leisure services market may
be similar, although targeted and necessary research may be needed to validate this
assumption.
3 Leisure in the Perspective of Business Responsibility
‘The Johannesburg Declaration on Sustainable Development’ UN (2002) gives
support to the triple support pillar of sustainable development that is the protection
of the environment and economic and social development. Furthermore, Alvarado